XFINITY is on a journey to become a consumer-loved lifestyle brand by delivering innovative, technologically superior experiences that are simple, enjoyable and awesome. The brand aims to evolve from a perceived "utility-like" provider to one that offers customized products and services and a seamless customer experience. Key initiatives include innovations like the X1 platform, service improvements like scheduled callbacks, and brand partnerships around passions like music and sports to engage consumers and increase consideration. Insights guide strategies across touchpoints to strengthen the brand and fulfill the ambition of becoming an entertainment technology brand that consumers want, enjoy, and endorse.
1. XFINITY:
Journey to Becoming a Consumer-loved Lifestyle Brand
CMO Council
October 27, 2015
Chris Helle
Comcast
XFINITY Brand Strategy & Marketing
chris_helle@cable.comcast.com
2. Insights inform journey to becoming a consumer-loved brand
Evolution: Comcast becoming a customer-centric, brand-driven organization
- Five-year-old brand on a mission to create awesome experiences people love
We will:
Deliver innovative, technologically superior experiences that are simple, enjoyable and awesome…
…and it all starts with deeper consumer understanding
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We are on a journey from:
• Perceived as a ‘utility-like’ provider
• Plans based on what we have to sell
• Complex processes and fragmented
consumer touchpoints
To:
• A consumer-loved lifestyle brand
• Products and services customized to
meet consumer wants / needs
• A seamless end-to-end customer
experience as our best ‘product’
3. The XFINITY Brand Ambition
Become a loved entertainment technology brand that consumers want, enjoy and endorse.
Entertainment, experience, enjoyment
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Evolving evoked set - Illustrative
4. Insights-grounded strategy: understand metrics that move the business
• Brand Consideration and NPS are principal metrics
• Metrics dependent on underlying perceptions and levers that build the brand
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Consideration
NPS
(core metrics)
Key Attributes
(feelings)
End-to-end Brand Experience
(touchpoints and communications)
Brand
Outcomes
Brand
Perceptions
Brand
Levers
‘Net Promoter Score’ and ‘Consideration’ are key outcomes
Consumer perceptions influence brand outcomes
Two levers are foundational:
Experience and Exposure
5. Key brand insights inform innovation, messaging and media strategy
• Inform ongoing need for personalized product, service and communications experience
360’ view brand health dashboard:
• Guides priorities - quantitative linkage of metrics to customer acquisition and satisfaction
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Key data sources:
Awareness & Image Tracker
Feature Hierarchy Rankings
NPS tracker
Voice of Customer data by channel
Social Media Tracker
‘New connects’ study
Loyalty Tracker – sat. and dissat.
Other strategic deep-dives (e.g. X1)
Brand Exposures
Customer Touchpoints
3rd-Party Service Raters
Advertising
Retail Stores
E-commerce
WoM
Product Experience
Brand Experiences and Sponsorships
Service Techs
Call Center Rep
Social Media Channels
Account Apps
End-to-end Brand Experience
Social
Media
6. Innovation & Superiority:
XFINITY X1 Experience
Passion Segments:
NASCAR & Taylor Activation
Customer Experience:
Service on Your Terms
Functional
Is a tech leader
Is innovative
Has superior quality products & services
Provides unique features
Provides reliable services
Provides excellent customer service
Driver analysis: 13 key brand attributes drive consideration…
…and inform 3 communications strategies
Brand insights inform three key communications strategies
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Emotional
Provides great entertainment
Brings enjoyment to customers’ lives
Honest and trustworthy
Brand for someone like me
Genuinely cares about great CX
Great choice for people who love sports
Good value for the money
8. XFINITY X1 a game changer:
A dramatically simpler, more personalized way to experience TV
XFINITY’s Emmy award-winning operating system
• Simple, immersive and personalized experience
• Fastest, most reliable in-home WiFi
• Insights derived from:
o Consumer ethnographies
o Qualitatives
o Quantitative feature hierarchy research
o X1 demo testimonials / creative production
o X1 site design research
• All have shaped our comms strategy
evolution…
• It’s not a box, not a UI, not a feature…
…it’s an Experience!
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But how do we talk about it?
9. The benefit of X1 is the sum of all its parts—the total experience
Product data: Top 5 Most Used X1 Features
(among X1 customers)
Research: Top 5 Most Differentiating Features
(among Native/non-customers)
On Demand DVR Last 9
Smart Search Recommended for You
On Demand Voice Remote
TV Go App
“X1 will change the way you experience TV”
Live TV on Any Screen
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It’s the simplest, fastest, and most complete way to experience all your entertainment on all your screens.
XFINITY Share
X1: A Superior Entertainment Experience
Immersion
Ease
Speed
Access
Personalization
“There’s no way to talk about television as an art
without talking about television as a technology: the
kind of beauty we get now is inevitably shaped by
how it is delivered.”
-Emily Nussbaum/The New Yorker
10. XFINITY X1 brings enjoyment – Lets customers catch up and keep up
XFINITY On Demand: Top 100 shows pre-loaded to enjoy any time, any where, any screen
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“... water cooler chatter is now a high-minded pursuit, not just a way to pass the time at work. The ‘idiot
box’ gained heft and intellectual credibility to the point where you seem dumb if you are not watching it.”
-David Carr, NY Times
12. ‘Service on your terms’ innovations resonate with consumers
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Scheduled Callbacks
Set convenient callback time
Tech ETA app
Track your technician’s arrival
New Retail Stores
Discover and experience products
On Time Commitment
On time arrival or $20 credit
Feature Hierarchy:
• Meaningful service innovation news
Copy Testing:
• Creative highly resonant
Awareness & Image:
• Key consideration driver…
but skepticism remains
“Because we should fit into your life, not the other way around.”
13. *Quotes are illustrative.
From Disengaged To Engaged
People ask me where I
work… sometimes I dodge
the question because I
end up getting an earful.
People think it’s awesome
when I pull up their
favorite show from the
XFINITY TV app on my
smartphone at parties!
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Employees as brand ambassadors…
14. Empowering employees with tools, technology and training
Customer-
focused
behavior
Product
Reliability
Repair
Experience
Easier
Onboarding
Clear
Billing
1 2 3 4 5
Simplify,
Simplify,
Simplify!
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Insights inform areas of focus to strengthen the experience
16. Passions: Music – XFINITY premier partner of the Taylor Swift 1989 Tour
The biggest entertainer in the US
• A seven-time GRAMMY winner and
#1 all-time digital singles artist
• Accounts for 22% of albums sold in
the US in 2014
• Over 120M social followers
• “1989” goes platinum in one week
• 120 million albums, singles, videos
and downloads sold to date
• She’s BFF’s with everyone
including her fans
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17. XFINITY is the destination for all things Taylor Swift
Exclusive behind the scenes videos
Exclusive 1989 fan videos
Music videos and more
• XFINITY loft and photo booths at major concert venues
• Exclusive TS content: 10M+ views on XOD & microsite
• Lip Sync contest, mobile app and microsite
• Ticket giveaways to fans and employees
10 point Brand Consideration gain among those
aware of sponsorship
18. Passion segments: Sports - NASCAR deepens brand connection
• 10 Year NASCAR Sponsorship: XFINITY Series
• 360’ consumer activation to drive awareness and engagement
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Logos
TV
On-Site
Activation
Content
XOD
X1 Sports App
Social
Media
Premium
Items
Dash4Cash
Driver
Programs
Industry
Opportunities
Hospitality
Retail
Employee
Engagement
Community
Investment
Increasing awareness leads to higher
consideration & increased retention:
17 point gain in consideration among
those aware of sponsorship
28 point gain in consideration among
NASCAR fans aware of sponsorship
19. Putting it all together:
…A consistent end-to-end brand experience across every touch point
…A brand committed to delivering awesome experiences consumers love
On TV
Communications
Call center
Van
Mobile
TV Go
Online
Industrial design
Packaging
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