In my experience, and from grumblings I’ve heard elsewhere, customer service is not the biggest thing Comcast has going for them from a business standpoint.
There are times when marketing is marketing, sales is sales, and operations is operations. But, from a brand standpoint – the customer experience crosses all platforms and thus businesses are forced to integrate, communicate and work together to ensure the experience is both consistent and pleasant.
There are also times when this is challenging for businesses, to instantly align all departments for a consistent brand experience. For this reason, we applaud Comcast at taking action at making the customer service experience just a little bit better and more personal for their customers.
While 800#’s are jammed with customer complaints and questions, Comcast decided to take their service arm online @ComcastCares via Twitter to, as Frank the Director of Digital Care for Comcast says, “meet Customers where they are, listen and assist when we can.”
The customer service Comcast provides through Twitter is personal, immediate, informative and credible. And, as Frank points out, it is delivered in a manner that the customer chooses, through a medium they are already using.
And most importantly, taking a chunk of the operations and service arms of their business in this manner has led to Zealotry actions amidst consumers. Word-of-mouth, people are talking about their Twitter customer service in a positive manner. Referral – people are recommending others contact them via Twitter. And Comcast is turning potentially negative customer experiences into positive ones, turning detractors into supporters, even more, into potential Zealots for the Comcast brand.
Guest Relations Marketing
Transforming Prospects to Guests, and Guests to Zealots