Customer-Centric Journey Planning Why it Matters

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1 Customer-Centric Journey Planning Why it Matters Denice Hasty, SVP Marke+ng and Product Management Comcast Cable CMO Transforma+onal Assembly Dallas, TX 11/10/14

2 Why Journey Mapping? Requires Customer Centricity Forces End-to-End Experience Design Fractured Markets and Fastest Growing Segments with Different Needs The Internet: evolving distribution, influence & brand-building Accelerating Pace of Change & Complexity The Customer in Control: VOC more powerful than ever Broader Sphere of Influence on Marketing Effectiveness 2

3 Journey Mapping Guiding Principles - Xfinity Get me into the experience as quickly as possible Start the relationship at first contact Recognize me and the relationships within my household Show me the value of interconnectivity Respond to my context, both within and beyond the home 3

4 Journey Mapping Starts with an End State Vision: X1 Video 4

5 Customer Experience Goals Informed by Segment Behaviors Set Expectations WHAT product & services did they get and what they need to do to use them WHEN can they take advantage of each feature Educate & Engage WHERE can they use each of the services HOW do they use their product & services Help & Support Instant access to support and quick resolutions Social support channels

6 Product X by XFINITY: Target Market - Millennials 6 By 2015, their annual spending is expected to be $2.45 trillion 63% stay updated on brands through social networks. 46% count on social media when buying online, but 55% of Gen Y share bad experiences 48% of Millennials who say word-ofmouth influences their product purchases more than TV ads. 41% of Millennials have made a purchase using their smartphone. 44% are willing to promote products or services through social media in exchange for rewards. More engaged in activities like rating products and services than older generations (60% vs 46%). 84% report that user generated content influences what they buy

7 Educate & Engage: Onboarding Goals What do we need to consider? What do we takeaway? Profile Recap Ne<lix Onboarding Millennials are tech- savvy Prefer self- service Rely on OTT for entertainment Only three s sent in first 90 days (including Order Confirma+on) SO Insight Need to simplify onboarding similar to OTT providers Millennials will be able to figure out most features themselves We only need to explain the essen+als Key Onboarding Goals: Immediately aver order Day 2 12 weeks aver order Make sure customers 1. Know what they need to start using their services (e.g. Comcast ID) 2. Are familiar with the different ways to watch entertainment (e.g. LiveTV, VOD) 3. Understand the TV and TV Go app, and download them 7

8 Educate & Engage: Onboarding Execution SIK Arrival +2 days post activation +4 days post activation +28 days post activation Equipment Shipment Notification SIK Insert (for Modem) Get Started/Ways to Watch HBO & Streampix We have more (Blast, Premiums & Packages) STB & Modem Shipment Notification Overview of product/ features Live TV, cdvr & VOD At Home & On the Go Drive Upsell 0-6 hours from order +2 days after order Equipment Shipped Confirmation / Welcome (Order Confirmation or Change of Service) Pre Install (only for new customers; existing HSD subs have no pre-install period) Recap of services / self service tips What you can do now/ pre-activation Customers within the first 90 days will also receive s with relevant updates and/or trigger based s such as: 8 Monthly XFINITY Newsletter, VOD Newsletter, WTWW & all qualifying s New on Streampix & VOD Series Premier, season re-starting or season finale Watchathon, Olympics, World Cup, etc. Episode upload notifications. E.g: Last Night s Game of Thrones is now available On Demand Recommendations based on what customers have watched or said they enjoy

9 Educate & Engage: Customer Microsite Goal: To create an environment for this group to go to that has everything they need to know about their product. Customers should be able to go back to that site for everything they need. Customer Engagement Top things we want people to know (similar to cdvr/x1 Microsite) All relevant apps and links to download (including an explanation of in home vs. out of home) Refer-A-Friend Links: social media; watch online (Stream/VOD); channel list; how to get Comcast ID; to upgrade to X1 Wi-Fi Finder Preference Center set up How to take XFINITY Stream with you if you move What s new with XFINITY (Watchaton/XF Games) 9 Customer Support Help/Support Chat Online YouTube Help videos FAQ s (customer facing) Refer-A-Friend SIK & STB Help information My Account information

10 Help & Support: Creating a Community of Stream Users Why? Millennials are strong users of community based sites. Non-Millennials registered bare usage of these sites. How? Help Forums; enable customers to help each other User-Generated Content (UGC), peer reviews help influence purchase behavior. Social Media Support / Help Site (create a social media presence for this product specifically) 10

11 Help & Support: Through Social Interaction Help Forums; enable customers to help each other Text for help or to arrange a call from a support agent Social Media Support / Help Site (create a social media presence for this product specifically) 11 FAQ s (customer facing); updated periodically

12 12 Q&A