XFINITY Is (Unfortunately) More Of The Same

After seeing multiple Comcast ads about it’s seemingly new super-duper offering, I was left with a nagging question: What exactly is XFINITY?

So on a recent trip to a Comcast office to replace a modem, I asked the Comcast employee behind the counter my question: What exactly is XFINITY? After about 30 seconds of her saying seemingly random things about platforms and content that I couldn’t understand, she finally said that it was just a new name for the products that we already use from Comcast.

I went to the website to verify that finding. After sorting my way through flashy graphics that disrupt the usability, I found a definition for XFINITY — and it sure sounds like just a new name for some additional features to the existing Comcast products.



My take: What a lost opportunity.

It would have been great if XFINITY was a new offering with a redesigned service model. Why? Because Comcast can definitely use a customer experience makeover. In Forrester’s 2010 Customer Experience Ranking of 133 companies, Comcast came in 126th for it’s Internet business and 125th for its TV service. It also came in 105th/109th out of 114 companies in the 2008 rankings and 95th/101st out of 112 firms in the 2007 rankings.

Repositioning a company or brand is a great opportunity for improving your entire operations. I’ve discussed how Alaska Airlines engaged its employees with its North of Expected campaign, Ford engaged its employees with its Drive One campaign, Staples redesigned customer interactions as part of its That Was Easy campaign, and JetBlue embedded its value across touchpoints in its Happy Jetting campaign.

But Comcast chose a different path with XFINITY; resembling marketing campaigns that I’ve chided in the past from JP Morgan ChaseCircuit City, and John Hancock for being empty promises:

Probability Of Success For Branding Efforts

Positioning And Scope Of Effort

The bottom line: Comcast needs more than just XFINITY ads

Written by 

I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

4 thoughts on “XFINITY Is (Unfortunately) More Of The Same”

  1. I find xfinity deceptive, underhanded and meaning NOTHING. Yes, in my neighborhood no one likes Comcast and since xfinity I have extreme trouble with my computer.
    Suddenly everything has been changed and the stupid word xfinity is plastered all over my pc and ads added everywhere.
    the e-mail does not work and all in all comcast has invaded MY computer, which they have to right to do.
    The tv is wall to wall advertising for X glorifying themselves.
    YET THEY CAN’T EVEN COME UP WITH A SIMPLE REMOTE CONTROL THAT HAS A sLEEP BUTTON!!
    That would help the suffering public a lot.
    Winifred A. Auch
    wynneauch@comcast.net

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