Why Comcast is Re-Branding With XFINITY?8219307
In this analysis and opinion piece, lets take a look at Comcast and their new brand called XFINITY, the reason it is required, and whether it will succeed.
All of a sudden, new competition is changing the environment for Comcast. They are one of these companies who is operating hard to re-invent their relationship 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. Nevertheless they have not however 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's warm-hearted advertising, and improving their customer service by adding much more operators, if you ask the clients, usually speaking the issue is not fixed yet.
Simply because there has been small focus on the customer more than the years, even if the company reverses itself totally now, it will still be a number of years before the customers recognizes the change. This happened with Sprint in the 1990's. Sprint fixed their customer care issues, but did not advantage for a number of years when the customer finally caught on.
The Comcast issue is they say one factor and do an additional 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 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 clients being 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 happy customers who choose to do nothing will shed channels. Customers should be in a position to opt out of the modifications and keep their current service. At least for a transition period.
Rather these customers will drop from nearly one hundred channels to 20 something channels. If they wanted the channels they had before they have to invest much more each month and rent a converter box for each television.
The problems with forcing the clients to make this change so rapidly 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 customers remember.
