Why Comcast is Re-Branding With XFINITY?210708
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.
Suddenly, new competitors is changing the atmosphere for Comcast. They are one of those companies who is working hard to re-invent their relationship 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 clients will forget the problems. The objective is right, however the plan is not.
The company will be known as XFINITY. However 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 partnership 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 much more operators, if you ask the customers, usually speaking the issue is not fixed yet.
Because there has been little concentrate on the customer over the years, even if the company reverses itself totally now, it will still be a number of 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 lastly 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. Currently Comcast has two kinds of services. One is the digital network and has a converter box, and the other has a less costly fundamental analog cable service.
Comcast has suddenly begun to force its clients of the basic analog service to switch to their fundamental digital service. That small alter 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 country 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. Clients should be able to opt out of the changes and keep their current service. At least for a transition period.
Rather these clients will drop from nearly 100 channels to 20 something channels. If they wanted the channels they had before they have to invest more every month and rent a converter box for every television.
The problems with forcing the customers to make this change so rapidly 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.
