Why Comcast is Re-Branding With XFINITY?5997300
In this analysis and opinion piece, lets take a look at Comcast and their new brand known as XFINITY, the reason it is needed, and whether it will succeed.
All of a sudden, new competitors is altering the atmosphere for Comcast. They are one of those companies who is operating 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 forget the issues. The goal is correct, nevertheless the plan is not.
The company will be known as XFINITY. Nevertheless 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 improving their customer service by adding more operators, if you ask the customers, generally speaking the issue is not fixed however.
Simply because there has been small focus on the customer over the years, even if the company reverses itself totally now, it will nonetheless be several years before the clients recognizes the change. This happened with Sprint in the 1990's. Sprint fixed their customer care problems, but did not benefit for several years when the customer finally caught on.
The Comcast problem is they say one thing and do an additional with the customer.
An instance is the current shift to a digital network. Presently Comcast has two sorts of services. One is the digital network and has a converter box, and the other has a much less costly fundamental analog cable service.
Comcast has all of a sudden begun to force its clients of the fundamental analog service to switch to their basic digital service. That small alter in the name does not give a great representation of the problems the customers being forced deal with.
Area by region, Comcast is transforming their network to digital. I hear from reporters all more than the nation looking for comments on this story as it rolls into their town.
The marketing rule Comcast is breaking is this. Otherwise happy clients who choose to do absolutely nothing will shed channels. Customers should be in a position to opt out of the changes and keep their existing service. At least for a transition period.
Rather these clients will drop from almost 100 channels to 20 something channels. If they wanted the channels they had before they have to spend more each month and rent a converter box for every tv.
The issues with forcing the customers to make this change so quickly are many. This goes against the rules of building good relationships. One of the large issues for Comcast is the hit on their brand. Upset customers keep in mind.
