Why Comcast is Re-Branding With XFINITY?4303217
In this analysis and opinion piece, lets take a look at Comcast and their new brand called XFINITY, the purpose it is required, and whether or not it will succeed.
All of a sudden, new competition is altering the atmosphere for Comcast. They are one of those companies who is working hard to re-invent their partnership with the customer. So far it has not worked, so as a next step they are re-branding the company.
They hope if they change the name and the brand that customers will neglect the problems. The objective is right, nevertheless the plan is not.
The company will be called XFINITY. However they have not however fixed the things that hurt the Comcast name. Therefore I think the new name will not work the way they want.
Comcast and their relationship with the customer have been hitting sour notes for many years. With competition building, they have been trying to repair their image.
As the company tries to reinvent itself with it's warm-hearted advertising, and enhancing their customer service by adding much more operators, if you ask the clients, generally speaking the problem is not fixed yet.
Because there has been little focus on the customer more than the years, even if the company reverses itself completely now, it will nonetheless be several years before the clients recognizes the alter. This happened with Sprint in the 1990's. Sprint fixed their customer care issues, but did not advantage for several years when the customer finally caught on.
The Comcast problem is they say one thing and do another with the customer.
An example is the recent shift to a digital network. Currently Comcast has two sorts of services. One is the digital network and has a converter box, and the other has a much less expensive fundamental analog cable service.
Comcast has all of a sudden begun to force its clients of the fundamental analog service to switch to their fundamental digital service. That small change in the name does not give a great representation of the problems the customers becoming forced deal with.
Area by area, Comcast is transforming their network to digital. I hear from reporters all more than the country looking for comments on this story as it rolls into their town.
The marketing rule Comcast is breaking is this. Otherwise pleased customers who choose to do absolutely nothing will lose channels. Clients should be in a position to opt out of the changes and maintain their existing service. At least for a transition period.
Rather these customers will drop from nearly 100 channels to 20 something channels. If they wanted the channels they had before they have to spend much more every month and rent a converter box for each television.
The problems with forcing the customers to make this change so quickly are many. This goes against the rules of building great relationships. One of the large issues for Comcast is the hit on their brand. Upset clients keep in mind.
