Have you heard that Comcast is changing its name? Starting Friday, they will be known as Xfinity. Most customers will learn about the change through an advertising campaign set to air during the Winter Olympics. Comcast is hoping the name change will emphasize their focus on innovation and new products, as well as better suit them to compete with the likes of Verizon’s FiOS and AT&T’s U-Verse.
Although Comcast emphasizes that the name change aligns with their focus on providing customers with better products, many believe that they are also trying to distance themselves from the Comcast name that is synonymous with poor customer service and high prices. Currently, they are among the bottom in the industry in regards to customer satisfaction.
It seems obvious, but improving your image with customers needs to be more than just a name change. Being customer focused means truly listening to customers and including their perspective when making business and strategy decisions. For a company like Comcast, this can seem like an overwhelming change, and it might just be easier to ditch the baggage associated with Comcast by becoming Xfinity. However, if they don’t address the issues that garnered them the poor customer service image in the first place, then a simple name change won’t help. Domino’s Pizza is a great example of how a company can turn things around by listening to customers.
Time will tell if Xfinity proves to be a smart decision. I, for one, plan on sticking with my U-verse service. In the meantime, if you are interested in reading more about companies who have stumbled with name changes, check out the Top 10 List from Time.
Vice President, Client Service