Comcast recently announced that it will add more than 5,500 customer service jobs as part of a “customer experience transformation” effort. That’s not the answer to its customer experience woes.
Comcast provides terrible customer experience. While I’m pretty sure that most people reading this post are nodding in agreement based on their personal, anecdotal experiences, we actually have data that shows that the company is truly awful in how it treats its customers. Comcast earned terrible ratings in both the 2015 Temkin Customer Service Ratings (last place out of 278 companies for the 2nd year in a row) and 2015 Temkin Experience Ratings (291st out of 293 companies).
Before I go too far in picking on Comcast, let me say that the problem is endemic across large cable providers, especially Cox Communications, Charter Communications, and Time Warner Cable. As you can see in the chart below, TV services and Internet services industries are the lowest in both overall customer experience and customer service.
Why don’t I think that Comcast can solve this problem by hiring 5,500 service reps? Because the company’s issues have to do more with it’s culture than with the number of people that it employs. The breath of the issues demonstrate a very low level of customer experience maturity across the organization. Unless the company develops a more customer-centric culture, then adding people will at best only create superficial improvements.
So, whats the answer? Comcast (and its peers) need to focus on building all four customer experience core competencies:
- Purposeful Leadership: Leaders operate consistently with a clear, well-articulated set of values.
- Compelling Brand Values: Brand attributes are driving decisions about how you treat customers.
- Employee Engagement: Employees are fully committed to the goals of your organization.
- Customer Connectedness: Customer feedback and insight is integrated throughout your organization.
Where’s a good place for Comcast execs to start? Watch this video:
The bottom line: Build a customer-centric culture, don’t just add people