Comcast's Digital Care team seeks to provide excellence in customer service by way of an individualized, human, boutique approach to responding to customers anytime, anywhere. In 2015, the team tripled its resources and created a support team for its day-to-day operational function – including reporting, forecasting, quality, training and technology. In 2015 Comcast executives made the promise that customer experience will be the best company product. Comcast's Digital Care team – responding to customers on Twitter, Facebook, its help and support forums, and more – continues to drive that customer experience excellence with each customer interaction. Using its notable resources, such as staffing and technology, Comcast works toward being the best in the industry with its most responsive community yet, high customer satisfaction rating, and an early warning system for proactive customer insight.
Customer Satisfaction: In 2015, Comcast's Digital Care team deployed an entirely 'in-channel' Net Promoter System (NPS) survey, perfectly aligned with other support channels, to measure effectiveness and impact on the customer experience. With more than 1,000 surveys sent in 2015 and an overall score above industry average (6 is the industry average, according to the Satmetrix 2015 US Consumer Study), we now have the customers' perspective on our ability to achieve our top goal – satisfy the customer quickly and effectively in the channel of their choosing. Our in-channel resolution rate has increased dramatically over the last 2 years – increasing from 95% to 99%. This has drastically reduced our need to escalate to partners in other departments. Though the team continues to work with company subject matter experts, keeping the customer in their original channel rather than passing them to a different team is our greatest accomplishment.
Enhanced infrastructure: A team can only be as good as its infrastructure, therefore, to fully support our Operations team, responsible for day-to-day customer engagement, we created a team of 7 people for the support functions required to scale and manage robust operations. The Support team created and standardized operational scorecards and reporting, strategized forecasting and scheduling processes for 24/7 operations, introduced the team's first quality measurement program and training program specific to Digital Care, and worked on special projects such as NPS surveys and insight reporting. The team also expanded staffing to manage our help and support Community inclusive of roles dedicated to member relations, technology and integration, project management and operational support. The newly integrated Support team allowed for Operations to expand, without interruption to the customer experience, three-fold in 2015 (1000% since 2013) and to 24/7 bilingual coverage on all platforms.
Real-time Insight: Social media interactions are quite simply the rawest form of customer insight. With the help of social analytic tools, insights can be provided to our partners in Product, Marketing and Technology instantaneously. As the customer posts become available, our dedicated triage and routing team helps to sort by issue type and priority level, which helps the rest of the team manage viral issues and pass along to appropriate business partner teams. This insight also drives real-time dashboard-based monitors for our partners throughout the organization to drive both macro and micro level operational improvements.
Expanding Coverage: In addition to the three major platforms the Digital Care team supports -- Facebook, Twitter and its Help & Support Forums – coverage has expanded to support additional digital support channels such as Comcast's apps. Customers look for rapid response to their support issues in any channel. Digital Care's strategy has been designed to go hand-in-hand with this development and the deployment of a number of new support channels, including XFINITY's My Account App. This app gives customers the option to self-service their issue with a few easy interactive troubleshooting steps, but an option to tweet @comcastcares appears for additional support options.
-Above industry average NPS score
-Increased in-channel resolution rates to 99%
-Creation of Support team – driving Operational efficiencies and a streamlined customer experience
-Fully launched 24x7x365 bilingual support model
-Implemented triage team -- trained and staffed to organize inbound customer service requests into the appropriate buckets for effective routing
-Robust customer insight reporting
-App support coverage using #mobile_care
-Dedicated team for Community
-More than 10,000 solutions on Community
-Reached over 100,000 followers on Twitter and 6 million likes on Facebook