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.
Probability Of Success For Branding Efforts
The bottom line: Comcast needs more than just XFINITY ads