Comcast Reveals Strategy for Giving Customers What They Want

Posted: 07/26/2011
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Facing an uphill battle in the customer satisfaction arena, one that has not been historically kind to cable companies, Comcast knows it needs to pay special attention to what its customers want.

According to Mike DeCandido, Comcast Cable’s senior vice President of call center operations, giving customers want they want means developing increasingly-helpful online and self-service channels, all while delivering improved efficiency in the traditional contact center.

"[Most] customers would rather self-service if they can…[but] you’re always going to have customers who want to talk to an agent," explains DeCandido in a video interview with Call Center IQ. "Our goal is to have customer preferences in the channel of choice, to provide the online space and self-service space to be as robust as possible."

Promising for Comcast’s customer experience philosophy is the fact that the development of more effective self-service channels will not only address an immediate customer preference but also reduce call volume and thus produce a more efficient call center for customers who want to deal with live agents.

Though he does not have an exact number, DeCandido believes the rise of self-service and online customer care has spurred "multi-million dollars in savings when you look at it from a pure efficiency perspective."

For companies like Comcast that are working to establish a more versatile contact center that incorporates multiple channels and better self-help processes, DeCandido breaks the customer care cycle into a three-step process.

What are Comcast’s three steps for resolving a customer issue? What are Comcast’s customers saying about their dealings with the cable giant? How is the success being measured? SVP of Call Center Operations Mike DeCandido addresses these questions, with real examples and customer insights, in this exclusive Call Center IQ Video Interview!

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