Why does Comcast care about Twitter? (Video)

I was pleased to see Frank Eliason (he just launched his blog) from Comcast cares join us at Forrester ‘s Consumer Forum this week. In fact, I talked to many of the world’s largest brands about social media marketing during my 1 on 1 sessions with clients (almost 14 of them), it was really the common theme throughout many discussions.

If you don’t know the story of Comcast Cares, well they’ve a pretty disliked reputation for service and support (see sleeping technician), but are trying to turn a new leaf by responding and supporting customers using Comcast Cares on twitter. I had to use this a few months ago, as my bandwidth was extremely slow at home, and they responded within a few minutes.

Frank has become somewhat of a a celebrity, they are frequently mentioned in presentations (mine included) and while many companies are now supporting customers on Twitter, the reason why they get so much attention is because, just like Microsoft and Dell did, the tarnished brands get extra community kudos when they stick out and try to connect with customers.

I polled my twitter followers (twitter is my social computer) to pose some questions for Frank, and I found these ones to be interesting, tune in to find out his responses.

seacatz: @jowyang what’s the most surprising customer experience or story he’s encountered so far?

davefleet: @jowyang does he have the power within Comcast to actually get issues addressed? Is there substance to the engagement or just words?

williamu: @jowyang Ask him how SM doesn’t short circuit p2p/community groups that are Comcast focused. Is it competition or collaboration?

Tabz: @jowyang Whose idea was @comcastcares to begin with – was there resistance from the Powers that be? How did he overcome it?

Despite this outreach on twitter and other websites, what’s going to matter if Comcast actually makes changes to improve their products and service –not just be responsive to problems as they occur. I’ll be watching.

Action Items for your Brand:

  • Monitor your brand (or your clients) on Twitter using search tools
  • Secure your company names
  • Develop a roles, policy, procedure to respond
  • Before you respond, be prepared to make actionable changes, not just providing lip service

    • 30 Replies to “Why does Comcast care about Twitter? (Video)”

    1. Excellent video. How refreshing to see someone so very supported by senior management.

    2. Thanks so much for the video. It really drives home the point that online social efforts MUST have the buy in from senior executives so that the insight gained can actually be put to good use. If the customer doesn’t see anything coming out of their contribution to social initiatives they will also go where they feel their needs are being better served AND spread the word about the poor initiative.

    3. Email to Frank Eliason regarding previous digital upgrade mishap.

      Thank you for restoring our service so quickly.

      While this overall experience has been disappointing I appreciate the personal attention you gave this matter. You responded to all of my emails quickly and worked with me for a resolution. While I have to honestly admit that my final acceptance of the promotional offer was based on personal reasons I do look forward to improved customer relations. While I feel that customer service is lacking at the base level I feel that you and your team are on the right track. You have a daunting task at hand. I give you a lot of credit for not only dealing with disgruntled customers on a regular basis but at attempting to resolve their issues at all hours. I can only assume that given the time that I received some of your emails that your job had to be taking you away from family time.

      I am interested to see what the next year brings with Comcast. Thank you again for your time and attention.

      Andrea Gerstner

    5. I do appreciate Comcast reaching out to customers, that is some good customer service. The provider I subscribe to and work for as well, DISH Network, has an online response team also. Being able to speak to somebody with Twitter is a lot easier then having to call in, even though I always get an agent quickly with DISH. Also this can combat the negative press Comcast has been getting about customer service complaints and so on. DISH Network beat all satellite and cable providers this last year in ACSI.

    6. I do appreciate Comcast reaching out to customers, that is some good customer service. The provider I subscribe to and work for as well, DISH Network, has an online response team also. Being able to speak to somebody with Twitter is a lot easier then having to call in, even though I always get an agent quickly with DISH. Also this can combat the negative press Comcast has been getting about customer service complaints and so on. DISH Network beat all satellite and cable providers this last year in ACSI.

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