Comcast: A company dealing with the reputation of being Americas Worst Company

Comcast, a very large company that sells phone, TV and broadband Internet service, wants to grow by acquiring Time Warner Cable. There are many people who are fighting this merger. Some are concerned that it will decrease competition and raise consumers costs. But others are most concerned about Comcasts rightly deserved reputation as Americas Worst Company. They ranked dead last in a recent JD Power consumer satisfaction survey.

Previously, social media lit up with a viral recording of a Comcast service representative refusing to allow a customer to cancel his service. In this 10 minute recording, (only the last 10 of a 20+ minute call), the Comcast rep aggressively peppered the customer with questions such as:

Why dont you want the faster speed? Help me understand why you dont want faster Internet.

Im just trying to figure out what it is about Comcast service that you dont want to keep?

So youre not interested in the fastest Internet in the country? Why not?

Now Comcast is again in social media hot water over getting a customer, Conal ORourke fired. Conal was in a long running dispute over erroneous charges on his bills. Charlie Herrin, Comcasts recently hired PR director who is working to repair the companys well-deserved reputation, issued a half-hearted public apology to Conal, while never admitting to getting him fired. Putting out these social media fires and getting approval to buy Time Warner are top priorities for Comcast.

1. Given what you have learned about Web 2.0 and social media, select from the modules key topics the top three social media mistakes or realities that got Comcast into this trouble. Be sure to justify your choices.

Imagine that it is three years later. Charlie Herrin and other managers have been successful in changing the culture of poor customer service at Comcast, and the social media fires have subsided. The purchase of Time Warner was successful, which has opened up the potential for many more customers. However, the companys efforts are being hindered by the publics memories of the past customer service mistakes. Charlie Herrin believes that a strong social media marketing plan can change those old perceptions

2. Using the provided key topics from the module, select the top three social media rules or realities that you believe can change the publics perceptions of Comcast. Be sure to justify your choices by specifically stating: 1) What aspect of the companys situation connects to each selected rule, 2) What steps are needed to apply the rule in this situation and 3) How will you know if the applying the key topic is working in the short-term?