Customers are demanding better experiences The big lesson: When looking at technologies from the organizations they do business with, for back office applications, Comcast thought and companies must meet or exceed those beyond efficiencies. It made sure that customers demands to be successful. Customers expect would have a far better experience in using its performance, responsiveness, authenticity, product innovations, one that would become 5 and consistency in messaging and tone. The a competitive advantage to Comcast. winners will be those companies that create customer experiences that are better than Focusing digital transformations on the their competitors, and more in tune with how customer experience forces companies to customers want to do business with them. address, empathize and understand all the touchpoints in which they interact with Comcast, the $84 billion U.S.-based media, customers every day: the marketing campaigns entertainment and communications company, they view, the sales people and processes with is a case in point. The company had created which they engage (whether via humans or several new product innovations, including digital assistants such as chatbots), and where voice-activated controls and a cloud-based they first encounter a company’s products and video platform for viewing TV programs and services—online or offline. movies on multiple devices. But the customer satisfaction needle didn’t move as expected. Data points the way to where to make Comcast’s leaders realized that its customer improvements. Companies must focus experience needed to be as novel and useful their transformations using enterprise as its product innovations. So, Comcast and ecosystem data to discover customer embarked on a major reorganization, putting preferences and patterns. They then need product innovation and customer experience to model a competitive holistic experience. under the same roof. The Result? A highly Customer data, and the insights derived from it, personalized experience that uses machine is the key to understanding where to invest and learning to recommend content customers which investments will yield significant ROI. love, need, and want to experience. But equally important, Comcast didn’t just focus on the front-end of the experience. It Customers expect tracked the impact of its offerings through IT investments, accounting and customer care, performance, and used technology to ensure that the end- responsiveness, to-end customer experience it delivered was authenticity, and both smooth and cost-efficient. consistency in messaging and tone. 5 CIO, Comcast CIO Takes Leading Role in Customer Experience, March 5, 2018, accessed May 23, 2018, https://www.cio.com/article/3260005/ leadership-management/comcast-cio-takes-leading-role-in-customer-experience.html 2