Why Comcast is Re-Branding With XFINITY?8680459
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 competition is changing the environment 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 subsequent step they are re-branding the company.
They hope if they alter the name and the brand that customers will neglect the problems. The goal is correct, however the plan is not.
The company will be called XFINITY. Nevertheless they have not yet fixed the things that hurt the Comcast name. Consequently I believe 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 more operators, if you ask the clients, usually speaking the issue is not fixed yet.
Because there has been small concentrate on the customer over the years, even if the company reverses itself completely now, it will nonetheless be a number of years before the customers recognizes the alter. This happened with Sprint in the 1990's. Sprint fixed their customer care issues, but did not benefit for several years when the customer lastly caught on.
The Comcast issue is they say one thing and do another with the customer.
An example is the current 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 customers of the fundamental analog service to switch to their basic digital service. That small change in the name does not give a great representation of the problems the customers being forced deal with.
Area by area, Comcast is transforming their network to digital. I hear from reporters all over 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 absolutely nothing will lose channels. Clients should be able to opt out of the changes and keep their existing service. At least for a transition period.
Instead these clients will drop from almost one hundred channels to 20 some thing channels. If they wanted the channels they had before they have to spend much more every month and rent a converter box for each tv.
The problems with forcing the clients to make this alter so rapidly are many. This goes against the rules of building great relationships. One of the big issues for Comcast is the hit on their brand. Upset clients remember.
