Redefining Comcastic

Given that it’s been three weeks since my last posting, it’d be very easy to assume this blog was just another passing fancy and had been left to die a slow death in cyberspace. But that would be incorrect. The lack of internet access is partly to blame. (The other part can be explained by a lack of inspiring ideas. I don’t post for the sake of reading my own writing.)

Lack of internet access?! It’s 2007! How could that be possible?! Well, let’s just say that I was not having a Comcastic week last week.

My modem died on January 12, but it took three service technicians over a week to make the diagnosis. I’ll spare you the details. I was able to sneak peeks at my personal e-mail here and there, but not having the internet in my home office felt like my right arm had been removed. Needless to say, I was not pleased.

Just as I ended my last posting by saying how a positive customer experience can be a wonderful marketing tool, a negative experience can have the same effect – but not the kind a marketer would hope for.

So in the week that my internet was MIA, I at least had cable television as a link to the outside world. But in between watching my favorite shows, I saw more than one commercial advertising Comcast’s services. Which got me thinking, what’s the point in talking the talk if you’re not going to (or can’t) walk the walk? Shouldn’t companies make sure they’re able to deliver on current promises before they start making new ones?

The best kind of marketing is positive word of mouth from brand evangelists. But what kind of buzz can a company expect when those who are experiencing their brand (and are empowered to speak to it with authority) have nothing good to say? It’s time to reevaluate the link between marketing and customer service within the company.

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