Comcast Needs New Customer Experience Metrics—Pronto!


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According to a current Consumer Reports study, Customer satisfaction levels are particularly low for television providers. Comcast and Time Warner Cable rated among the lowest, and it seems that customer service is in part driving customer

And that makes sense. With the ubiquity of streaming and other easy, low-cost television viewing options, customer expectations are probably rising through the roof. Basically, when customers are paying north of $100 per month for television, they expect north of ‘ok’ for customer service.

In a comment to Variety, as evidence of its improved customer service, Comcast cited: shorter service windows, a 97% on time visit rate, and a 20% decrease in repeat visits to solve customer issues. But if these facts are true, why are Comcast customers still so unhappy?

My guess is that Comcast isn’t measuring and managing the right customer experience metrics. While the metrics they cite are fundamental to running a functioning operation, they have nothing to do with creating a compelling customer experience.

In addition to measuring procedural facts, Comcast should measure its customer service experience from the customer’s perspective.

One customer experience metric I’d suggest is Customer Effort Score which tracks how much work customers put in when interacting with a company, and includes aspects of the customer experience like whether a technician understood the customer’s issue. Other metrics Comcast would benefit from are Competitive Edge Score and, given the amount Comcast spends on advertising, tracking its Customer Support Branding Score would be helpful too.

If Comcast would watch (and try to improve) key customer experience metrics, including their Customer Effort Score, they’d boost customer satisfaction and improve customer service—basically, provide more than the low-cost alternatives!

Republished with author's permission from original post.

Martha Brooke
Martha Brooke, CCXP + Six Sigma Black Belt is Interaction Metrics’ Chief Customer Experience Analyst. Interaction Metrics offers workshops, customer service evaluations, and the widest range of surveys. Want some ideas for how to take your surveys to the next level? Contact us here.


  1. Comcast also measures NPS. Their aggregated scores are invariably in the negative. More detractors than promoters. What can they do with that?

  2. Hi Michael, I think Comcast needs a concrete plan for how they will value to every customer interaction–and then they need a solid measurement program that reveals more than the usual kinds of customer interaction facts.


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