Comcast (Personalized Experience)
Size matters and when companies want to create personalized digital experiences for customers they better follow the bouncing ball. Everything is supposed to be easier and better right? The problem is when companies like Comcast invest money in making it easier to have self service transactions which amounts to (saving money for themselves ultimately) they are not dealing with their customer service problems.
Comcast CEO Brian Roberts said “What unfortunately happens is we have about … 350 million interactions with consumers a year, between phone calls and truck calls. It may be over 400 million and that doesn’t count any online interactions which I think is over a billion. You get one-tenth of one-percent bad experience, that’s a lot of people – unacceptable. We have to be the best service provider or in the end, this company won’t be what I want it to be.”
That was in December of 2013 where he was quoted in an article about constantly being on the worst companies in customer services list . That was 3 years ago.. Comcast consistently has the bad rap of being “worst”
Comcast wants to clean up its notoriously messy act, and the telecom company plans spend $300 million and hire thousands of new employees in a bid to improve its awful customer service.
You Left “A” Digital in My Yard
Comcast dug up my yard, not unusual I know but what they left me with was a horrible digital and physical experience that amounted to me self servicing my own yard. In other words, I am having to take care of their mess and pay for it. I have a nice web interface that I can pay my bill through though. All this digital strategy and poor customer service feels like I am talking to the television through my old 1985 remote asking for a channel change. So as I talk to myself I will replace the dirt, grass and holes in my yard.
Let’s examine for a moment what they could have done and how the experience could have leveraged a “Digital” strategy effectively without leaving me .. with a hole or in my case a series of holes in my yard.
- Notification – They simply could have their work system tied to their customer systems in the same way they deal with outages. “Good day, Comcast will be performing some routine maintenance in your area, if you have any problems or concerns please go to www or dial xxx to let us know.”
- Follow Up – They have contractors perform various aspects of digging and maintenance, probably a good idea to have at least one company representative at least have a quick check on the work. Why wait for a problem? There is an associated cost but the savings and the returns due to “world class” customer service will pay off.
- Follow Through – If a customer calls you, keep your promises. (They didn’t)
In 2014 Comcast spent 3 Billion on advertisement. I sure wish I was an advertising company as maybe they would pay more attention to me. The reason a company that in some cases is the only service provider to millions (you get that) has to pay that amount of money in advertising is because something is wrong.
This Isn’t About Digital?
Sure it is… When consulting companies tell you about the “Digital Experience” what are they saying?
Oh.. yeah.. this is about the “Customer Experience”
Companies are treating and buzzing about this like it is a new thing. It isn’t a new thing, it is taking care of your customers and striving to be the best at it. It is leveraging whatever tools and technologies you have in place to make for a better experience so customers stay or come back. It is working hard to “delight” and “serve” them. If a wait staff spit in your dinner and threw it at you or ate some of your food, served it up and asked you to pay them more money than what was on the menu, you would walk out. In this case, you are dining at one of if not the only place to eat in town. You think it isn’t costly?
Here is my message to Comcast…
Ok, you got me… funny right? It is costing me a lot of money to fix what you damaged but it will be my absolute pleasure from here forward to donate my time to anyone who wants to “cut the cord” in fact, I will help people make antennas to get high quality digital signals over the air.