Why Comcast is Re-Branding With XFINITY?7434832
In this analysis and opinion piece, lets take a look at Comcast and their new brand known as XFINITY, the purpose it is needed, 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 objective is correct, nevertheless the plan is not.
The company will be called XFINITY. However they have not yet 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 competitors building, they have been attempting 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 customers, generally speaking the issue is not fixed however.
Because there has been little focus on the customer over the years, even if the company reverses itself completely now, it will nonetheless be several years before the customers recognizes the alter. 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 lastly caught on.
The Comcast issue is they say one factor 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 basic 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 alter in the name does not give a good representation of the issues the customers being forced deal with.
Area by region, Comcast is transforming their network to digital. I hear from reporters all more than the nation looking for comments on this story as it rolls into their town.
The marketing rule Comcast is breaking is this. Otherwise pleased clients who choose to do nothing will shed channels. Customers should be able to opt out of the modifications and keep their current service. At least for a transition period.
Rather these customers will drop from almost 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 customers to make this change so quickly 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 clients keep in mind.
