Case Study

Comcast

CUSTOMER EXPERIENCE
Tech / Telecom

Identifying the brand experience needed at key moments in customer onboarding.

THE CHALLENGE

Comcast sought insights to better understand the customer onboarding experience, to identify opportunity areas to better serve customers, tactics to improve engagement, and enhance demand for services, all while increasing retention rates.

To attract—and retain—more customers and serve them better, Comcast needed a strong grasp on their needs, motivations and behaviors.

OUR STRATEGY

Heart+Mind focused on identifying key moments in the customer onboarding journey, specific ways in which the current experience is, or is not, fulfilling expectations, and the most meaningful influencers of NPS.

We used a multi-methodology approach:

Stakeholder sessions
In-depth-interviews and Journey mapping
Brand Experience Architecture
Communication Architecture
Activation session

IMPACT

We were able to identify the key moments in the customer journey by highlighting their rational and emotional drivers of NPS.

The onboarding experience can positively drive NPS by delivering the desired sense of control. Customers seem to want more control right around the time there is also a decrease in interest in receiving info from Comcast. Setting expectations at each step is what builds their confidence to customize their experience.

We mapped the Brand Experience that adapts to the shift in the customer’s desired experience.