Why Comcast is Re-Branding With XFINITY?9019147
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 or not it will succeed.
All of a sudden, new competition is altering the atmosphere for Comcast. They are one of these 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 change the name and the brand that customers will neglect the problems. The objective 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. 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 is warm-hearted advertising, and enhancing their customer service by adding more operators, if you ask the customers, generally speaking the problem is not fixed yet.
Simply because there has been little concentrate on the customer more than the years, even if the company reverses itself totally now, it will still be several years before the clients recognizes the alter. This occurred with Sprint in the 1990's. Sprint fixed their customer care issues, but did not advantage for several years when the customer finally caught on.
The Comcast problem is they say one factor and do another with the customer.
An instance is the current 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 basic analog cable service.
Comcast has suddenly begun to force its customers of the basic analog service to switch to their basic digital service. That small alter in the name does not give a good representation of the issues the customers being forced deal with.
Region 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 happy customers who choose to do absolutely nothing will lose channels. Customers should be in a position to opt out of the changes and keep their existing service. At least for a transition period.
Instead these clients will drop from nearly 100 channels to 20 something channels. If they wanted the channels they had before they have to spend much more every month and rent a converter box for each television.
The issues with forcing the customers to make this alter so quickly 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 customers keep in mind.
