The Customer Service Survey

Reputation Is an Effect, Not a Cause

by Peter Leppik on Fri, 2018-01-12 15:05

One of the reasons to invest in improved Customer Experience is the positive effects it will have on your company's reputation and word-of-mouth.

That's great and well-deserved for companies that truly internalize CX. But I've seen a few companies where they treat their Customer Experience as a marketing campaign, and it never ends well.

This has been on my mind lately because Comcast, everyone's favorite CX bad boy, has been making noise lately about how they're mending their ways. They even had their EVP of Customer Service in the cable division, Tom Karinshak, do a puff-piece interview for a customer experience podcast.

But I wonder if this is a true conversion, because while they're saying all the right things it isn't clear to me that any of the root causes of Comcast's reputation have changed. For example, Comcast is still an effective monopoly in most of its markets and doesn't seem to have much of an incentive to care.

I'm not the only one to have this reaction. Jim Tincher noticed some recent fine-print changes on Comcast's website, and his take is that Comcast still cares more about maximally monetizing its subscribers than building relationships with them.

I saw a similar dynamic play out at Sprint almost a decade ago. Sprint, like Comcast today, was known for bottom of the barrel customer service. Sprint invested heavily in improving its customer service, and heavily promoted research (including Vocalabs' research) showing a positive effect. And then Sprint's attention turned elsewhere and the service went right back to where it had been.

This nicely encapsulates the difference between internalizing Customer Experience and treating it like a marketing campaign. When you do CX right, it becomes part of the core fiber of the company. It's hard, and it requires ongoing effort, but the positive benefits are long-lasting and build over time. But if it's just a PR initiative, once the campaign is over things will go right back to the way they were. There might not even be time for the company's reputation to improve in any meaningful way before the old bad habits settle in again. Worse, management may conclude that Customer Experience doesn't pay off because they didn't see any sustained benefit. That will make it a harder sell the next time around.

Companies which are CX leaders understand that Customer Experience isn't something you do, it's something you are. Companies which invest in CX looking for good PR and short-term financial gain are likely to fail on all counts.

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