Company: Comcast
Entry submitted by: Jared Schultheis (jschultheis) Executive Director, Digital Care
Community: Comcast Help & Support Forums (Forums.comcast.com)
LSW: @comcastcares, facebook.com/xfinity
Lithy category: Excellence in Customer Satisfaction
Comcast Corporation is a global media and technology company with two primary businesses, Comcast Cable and NBCUniversal. Comcast Cable is the nation's largest video, high-speed Internet and phone provider to residential customers under the XFINITY brand and also provides these services to businesses. Comcast has invested in technology to build an advanced network that delivers among the fastest broadband speeds, and brings customers personalized video, communications and home management offerings.
Transforming the customer experience is Comcast’s number one goal. Our customers deserve the best experience every time they interact with us. We have made significant changes and investments in our infrastructure, systems, processes, technology, and tools to improve the customer experience, including the ability to reach our customers quickly and easily through social media.
A key strategy in our multi-year roadmap to improving customer experience is using technology and innovation to delight customers. Expanding and continuing to evolve our Digital Care is an essential tactic in giving customers more choice in how they connect with us and solve problems.
The Digital Care team’s mission is simple: provide care and support to anyone who needs help, whenever and wherever he or she wants it. In 2014, the Digital Care team was challenged with these goals:
- Increase the percentage of customers served through social media (by 100%),
- Improve our ability to resolve customer inquiries directly within social care (to 90%+)
Through the application of technology, operational rigor and a determination to provide world-class service, the team more than exceeded our goals.
Our 2014 objectives were to achieve greater scale, resolve customer inquiries directly within our channel and drive positive change within the organization through actionable insights.
Scale: The number of customers supported by the Digital Care team since forming in 2008 has increased by 2,000% and continues to expand exponentially. Satisfying our customers’ needs begins with organizing the team in a way that is scalable, flexible and fully supported by the larger organization. We created distinct roles within Digital Care that include three teams:
- Triage
- Generalists
- Tenured experts capable of addressing complex inquiries.
Creating this team and new processes was made possible by the advanced routing, tagging and tracking within LSW.
In Channel Resolution: When customers call, chat or tweet about their service, they expect a resolution to happen through that channel. Our ability to resolve customer inquiries directly within social media depends on the team having access to all appropriate tools, the training to use those tools and direct lines of contact to other internal teams. Even when we call in other teams to help work through the customer’s inquiry, we remain the single point of contact for a customer. Through this approach, we have garnered credibility and demonstrated the long-term viability of social as a strong and effective service channel that requires much less effort from the customer.
Insights: Through LSW, we have created a Social Operations Center and Alerting System that provides real time trending specific to our product lines. This gives us an unfiltered stream of customer input and the ability to alert the appropriate teams when issues begin trending. This technology allows us to sort through the noise and provide meaningful information to the organization on a real time basis to consistently seeking out opportunities to transform the customer experience.
Because social and community support are ‘one-to-many’ interactions, a solution for one customer can often help out dozens or even hundreds of others, helping to avoid unnecessary customer questions and contacts. Based on a number of factors, including the ability to reach us through digital and social channels and tools like the My Account app that allow customers to more easily troubleshoot issues, Comcast has reduced the volume of customer contacts in traditional channels. Since 2010, we have seen nearly a 25% reduction in calls coming in and a 35% reduction in the need for service visits to customers’ homes in part by providing solutions through social and community channels. Through detailed analysis and application of data garnered through our LSW Analytics and LSI for our communities, we have seen that this amplification benefit has helped the Digital Care team handle nearly double the volume of more traditional channels.
There are several key areas where the Digital Care team is driving improvements that directly and indirectly impact customer satisfaction including:
- Efficiency Gains: making it easier and faster for customers to find resolution to their issue
- Channel Shift: meeting customers where they live online or in social media
- Reducing Need To Call: solving customer issues through shared resolutions
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