In-Store Experiences Inform Comcast

Philadelphia — Comcast Corp. has set out to redefine the customer experience, and Chicago is its testing ground.In July, the global media and technology company opened Studio Xfinity – a 9,000-square-foot space in Chicago’s Clybourn Corridor (part of the Lincoln Park neighborhood). While visitors may call it a store, Comcast and New York-based partner ESI Design see it as a “lab” and “innovation hub.” “It’s malleable and gives Comcast a way to learn and respond and therefore better serve its customers,” says Joe Karadin, director, physical design, ESI Design.Rather than a store environment that focuses on transactions, the emphasis here is experience. Sales won’t determine success, rather customer feedback will.Unfortunately for Comcast, opinions regarding its customer service haven’t always been positive nor under the radar, as many upset patrons have taken their complaints – and audio recordings of customer service calls – viral. What Comcast gleans from Studio Xfinity will then be shared with its existing store locations. The company currently has 120 Xfinity stores throughout the United States.It was a customer experience review at those established stores that informed the design process for Studio Xfinity. Karadin says following that and a competitive audit, “We looked at experiences that we felt would significantly change the way Comcast engaged with its customers, and vice versa.”The brick-and-mortar location is part of a larger effort by Comcast to transform customer service. Other components of the company-wide initiative include hiring 5,500 customer service reps in various locations, including at three new customer support centers in Albuquerque, New Mexico; Spokane, Washington; and Tucson, Arizona. The company also added staff to its social media team, created a new position titled vice president of customer experience, made a commitment to on-time customer appointments by third quarter 2015, formed a partnership with The UPS Store for easier equipment returns, and developed the MyAccount app for customers.At Studio Xfinity, the customer service changes begin even before a visitor arrives with the ability to use online appointment scheduling – a first for Comcast. Once at the location, store representatives will greet customers as they arrive, guide them throughout the visit and serve as the primary point of contact in what Comcast is calling its new Customer Engagement Model.“Throughout the design process, we first and foremost considered the human factor,” explains Karadin, “especially the power of engaging with another human being. That was critical.”A featured merchandising wall showcases up-and-coming products, both from Xfinity as well as third-party brands such as Netgear and Sonos Soundbar.As they’re guided through the space or explore it on their own, guests will encounter three studios. Each has 12-foot by 7-foot LED screens and theater-style seating where Comcast and other branded content can be viewed as well as interactive touchscreens to showcase Xfinity products. “State-of-the-art demonstration towers allow customers to test-drive current products and services and preview new ones,” says David Williams, Comcast’s Greater Chicago region vice president of sales and marketing.A featured merchandising wall showcases up-and-coming products, both from Xfinity as well as third-party brands such as Netgear and Sonos Soundbar – items “that complement the Xfinity lineup,” Williams says. On-site activities will include product demos, educational workshops, and movie and game nights. Intelligent queuing allows customers to reserve a place in line while exploring the store.To gather and track feedback from Studio Xfinity, team members are testing a custom, tablet-based app called Associate Toolkit. It enables employees to view a customer’s account and history in real-time – including recent issues and product activity.Chicago was chosen as the location for the stand-alone store – Williams says no additional Studio Xfinity locations are planned – because it’s the largest designated market area Comcast cable serves. It sits in a rapidly expanding retail district located between several high-density neighborhoods and is accessible via public transportation.“Our target audiences are area customers and residents, and given our focus on the customer experience, the use of state-of-the-art technology and community engagement, additional audiences include local opinion and technology leaders,” explains Williams.A combination of paid social and digital media, targeted to the geographic areas near Studio Xfinity, are being used to drive in-store visits. To push the location as a destination, “We are linking with local community organizations,” adds Williams, “to plan events and generate awareness.”A four-day grand opening in the summer included a ribbon cutting with elected officials, civic leaders, community-based organizations and Comcast employees; appearances by the Minions (the “Minions” movie is distributed by Comcast-owned Universal Pictures) and visitor passes to a special preview of the movie; an interactive Taylor Swift experience with a chance to win tickets to her Windy City concert; and live remotes with popular local DJs.

In-Store Experiences Inform Comcast

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