Why Comcast is Re-Branding With XFINITY?3044824
In this analysis and opinion piece, lets take a look at Comcast and their new brand known as XFINITY, the reason it is required, and whether it will succeed.
Suddenly, new competition is altering the environment for Comcast. They are one of those companies who is operating 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 change the name and the brand that clients will neglect the problems. The goal 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. Therefore I believe 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 customers, usually speaking the issue is not fixed however.
Simply because there has been small concentrate on the customer more than the years, even if the company reverses itself completely now, it will still be a number of years before the customers recognizes the change. This occurred with Sprint in the 1990's. Sprint fixed their customer care problems, but did not benefit for a number of years when the customer lastly caught on.
The Comcast issue is they say one thing and do another with the customer.
An instance is the current shift to a digital network. Presently Comcast has two kinds 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 basic analog service to switch to their fundamental digital service. That small change in the name does not give a great representation of the issues the clients being forced deal with.
Region by region, 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 absolutely nothing will shed channels. Customers should be in a position to opt out of the changes and maintain their existing service. At least for a transition period.
Rather these clients will drop from nearly one hundred channels to 20 something 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 issues with forcing the clients to make this change so rapidly are many. This goes against the rules of building good relationships. One of the big issues for Comcast is the hit on their brand. Upset clients remember.
