XFINITY:Journey to Becoming a Consumer-loved Lifestyle Brand
CMO Council
October 27, 2015
Chris HelleComcastXFINITY Brand Strategy & [email protected]
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
3
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
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
5
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
6
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!
8
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
9
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
10
“... 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
12
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!
13
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!
14
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
16
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
184
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
19
The Future of Awesome
Thank You!
Top Related