Comcast Case Study
Comcast is a large cable and satellite television provider in the United States. The company has been plagued with internal weaknesses and external threats in recent years and is in desperate need of turning around its customer service department as quickly as possible. There are three factors in Comcast’s microenvironment that critically affect the company and their day to day operations. One of the most important factors is their people, the ones working and providing customers with information and details about their products. Looking at Comcast’s macro environment the company is a leader in the media communications industry. According to the January 27, 2017 Industry survey report Comcast controls 22.5% of the market for the media
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Comcast has placed retention rates high on their agenda and has emphasized that keeping customers from leaving is more important than overall customer satisfaction. Bonus incentives and contract stipulations require these representatives to go to extremes to simply keep the disgruntled customers with the company instead of giving them the power to make those customers satisfied regardless of outcome. I think that this motivation to do right by retention rates is ineffective and is not the optimal way to motivate the customer service department to provide excellent customer service. I believe that Comcast should move more to a customer satisfaction survey type of performance appraisal versus just straight retention numbers. I think that representatives should be rated and rewarded on how well they treat the customers who have no intention of leaving when they call and how well they help or inform them of their possible options available. I feel like this style of appraisal will raise the intrinsic motivation to just do right by the customer and give them all the information available and not worry about having to confront customers on why Comcast is the best and they will not find better. A short and simple survey sent out via mail or email will be a more appropriate way to rate the performance of customer
Comcast has placed retention rates high on their agenda and has emphasized that keeping customers from leaving is more important than overall customer satisfaction. Bonus incentives and contract stipulations require these representatives to go to extremes to simply keep the disgruntled customers with the company instead of giving them the power to make those customers satisfied regardless of outcome. I think that this motivation to do right by retention rates is ineffective and is not the optimal way to motivate the customer service department to provide excellent customer service. I believe that Comcast should move more to a customer satisfaction survey type of performance appraisal versus just straight retention numbers. I think that representatives should be rated and rewarded on how well they treat the customers who have no intention of leaving when they call and how well they help or inform them of their possible options available. I feel like this style of appraisal will raise the intrinsic motivation to just do right by the customer and give them all the information available and not worry about having to confront customers on why Comcast is the best and they will not find better. A short and simple survey sent out via mail or email will be a more appropriate way to rate the performance of customer