Customer Experience Gaffs From Dick’s And Comcast

I try not to use this blog as a sounding board for the customer experience blunders that I run into. Periodically, however, it makes sense to share some of those experiences as a source of insight (and a bit of humor). It turns out that my wife recently had a couple of interactions that were particularly noteworthy…

Dick’s is not Dick’s. My wife found a tennis racquet that she wanted on the Dick’s Sporting Goods Website but wanted to get it immediately so she went to the Dick’s store to buy it. She found the raquet, but it was priced nearly $30 more than it was on the Website. When she showed the customer service person the price online (she had printed out the page from Dick’s Website), the person said he could not honor that price because: “We have nothing to do with Dick’s Website, it’s a completely separate business.”

  • My take: Don’t let your internal organizational structure cripple your customer experience. If you portray yourself as a single brand, then act like it.

Comcast turns solutions into problems. Comcast has been regularly eliminating our email addresses for no reason; so we need to keep calling them (I’m on the edge of ranting, but I’ll hold it in).  When they recently restored the email, they did not notify us that 1) the server problem was fixed or 2) that they had changed the password. So my wife called Comcast and they gave her the new password. It ended up working only once. Why? They hadn’t told her that she needed to go to and change the password. It took three calls and most of a day to restore our email that Comcast eliminated for no reason.

The bottom line: Don’t forget to look at experiences through the eyes of your customer.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

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