XFINITY:Journey to Becoming a Consumer-loved Lifestyle Brand

CMO Council

October 27, 2015

Chris HelleComcastXFINITY Brand Strategy & Marketingchris_helle@cable.comcast.com

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 understanding2

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’

The XFINITY Brand Ambition

Become a loved entertainment technology brand that consumers want, enjoy and endorse.

Entertainment, experience, enjoyment

Tech

nolo

gy

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Evolving evoked set - Illustrative

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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

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

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

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

Innovation and Superiority: The X1 Experience

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 ethnographieso Qualitatives o Quantitative feature hierarchy researcho X1 demo testimonials / creative productiono 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?

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 Fea-tures (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

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

Customer Experience: Service on Your Terms

‘Service on your terms’ innovations resonate with consumers

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Scheduled CallbacksSet convenient callback time

Tech ETA appTrack your technician’s arrival

New Retail StoresDiscover and experience products

On Time CommitmentOn 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.”

*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…

Empowering employees with tools, technology and training

Customer-focused behavior

Product Reliability

Repair Experience

Easier Onboarding

ClearBilling

1 2 3 4 5

Simplify, Simplify,

Simplify!

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Insights inform areas of focus to strengthen the experience

Passion Segments:Tent-pole Brand Activations

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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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

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-SiteActivation

Content XOD

X1 Sports App

Social Media

Premium Items

Dash4Cash

DriverPrograms

Industry Opportunities

Hospitality

Retail

EmployeeEngagement

CommunityInvestment

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

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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The Future of Awesome

Thank You!