Why Comcast is Re-Branding With XFINITY?6132109
In this analysis and opinion piece, lets take a look at Comcast and their new brand called XFINITY, the purpose it is needed, and whether it will succeed.
All of a sudden, new competition is changing the environment 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 neglect the issues. The objective is correct, nevertheless the plan is not.
The company will be known as XFINITY. However they have not yet fixed the things that hurt the Comcast name. Consequently I think the new name will not work the way they want.
Comcast and their partnership with the customer have been hitting sour notes for many years. With competitors building, they have been trying to repair their image.
As the company tries to reinvent itself with it is warm-hearted advertising, and improving their customer service by adding much more operators, if you ask the customers, usually speaking the problem is not fixed yet.
Simply 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 change. This occurred with Sprint in the 1990's. Sprint fixed their customer care issues, but did not advantage for several years when the customer lastly caught on.
The Comcast issue is they say one factor and do another with the customer.
An example is the recent 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 less costly basic analog cable service.
Comcast has suddenly begun to force its customers of the basic analog service to switch to their fundamental digital service. That small change in the name does not give a good representation of the problems the clients becoming forced deal with.
Region by area, 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 pleased clients who choose to do nothing will shed channels. Customers should be able to opt out of the changes and maintain their existing service. At least for a transition period.
Rather these customers will drop from almost 100 channels to 20 some thing channels. If they wanted the channels they had before they have to spend more each month and rent a converter box for each television.
The problems with forcing the clients to make this alter so rapidly are many. This goes against the rules of building good relationships. One of the big problems for Comcast is the hit on their brand. Upset clients remember.
