Listen to the community
On Comcast’s own forums you can find posts like this one.
Click through and read the solution to cancelling your service. The expert that replies completely disregards the telephone and encourages cancelling customers to go in-store.
Just look at the red text in this excerpt.
If people that really know your brand recommend face-to-face service as the only way to get a problem fixed, then there’s obviously an issue.
These forums are set up for customers to discuss Comcast’s service. Sky does a great job of these forums. These are places for customers to resolve some problems (saving the company and the customer time) and for the company to learn about what customers need.
If these forums are full of vexed customers with grievance, it’s obvious that something needs to change.
The damage to a brand, however large and infrastructure heavy, of having such a large amount of dirty laundry on show is hard to quantify. Until Google Fiber comes along, that is.
Learn from past mistakes in search
If you really aren’t concerned about your customers and would rather treat them as conduits of incoming dollar, surely you want your marketing to work.
Comcast used to have big search troubles. At one point, Googling Comcast would retrieve a top result of a Comcast engineer asleep on a sofa (there are lots of these videos).
Similarly, with news highlighted in the Google SERPS, if you do a bit of searching now, you’ll find Ryan’s phone call everywhere. When the Washington Post covers a story, perhaps it becomes real to the Comcast board.
If you play in an industry with little competition, whether telecoms or energy, don’t assume that the service itself is all.
Don’t use hollow words in your copy
Look at the copy below. In some ways it presages the terrible phone call we’ve all listened to.
The sentiment is fine, but it’s not backed up with anything. There are no links from this copy to FAQs or feedback forms or terms of service.
Why doesn’t the cancel Xfinity page link to Xfinity’s customer guarantee?
Comcast and many others are senseless to prevailing winds
Here’s a list of things consumers now take for granted:
- Mobile banking
- Subscription media that can be cancelled at any time with no charge
- Social customer service
- Service mobile apps and dashboards
- Automated call backs for customer service
- Email receipts and confirmation
- Hurdle-less commerce via Amazon and others
The prevailing wind is transparency, ease of use, clarity. Internet provision might be behind in this sense, but should it be?
Here Comcast explains one can’t cancel online. In the long run, this may become unacceptable.
For further reading, try Econsultancy’s Social CRM Best Practice Guide.