Customer Feedback to Comcast

Transcription

1 Customer Feedback to Comcast Social Media Data Analysis Report Order a report for your brand from sociamax.com

2 Contents of Report SUMMARY METHOD RESULTS RECOMMENDED ACTIONS

3 Summary All tweets sent to Comcast for eleven days between 28/01 and 07/02, 2018 were analyzed to understand the nature of customer feedback. Comcast received twice as much negative feedback as positive feedback. Negative feedback focused on internet/cable service performance issues, bad customer service, and the time it takes to fix problems. Positive feedback focused on good customer service, quick resolution of problems, recent improvements in customer service, and Comcast s use of direct messages on Twitter to address customer concerns.

4 Method All original English-language tweets (n = 8,563) sent between 28/01 and 07/02 were analyzed using text mining techniques. The methods of analysis used in this report: sentiment analysis: determining whether each tweet had an overall negative or a positive sentiment word association analysis: determining words highly associated with key words of interest frequency analysis: finding most frequently used words qualitative analysis: assessing the meaning of tweets

5 RESULTS

6 Sentiment Analysis R text mining packages were used to calculate a sentiment score for each tweet using a dictionary of positive and negative words. 24% of tweets had an overall positive sentiment 51% of tweets had an overall negative sentiment

7 Sentiment Analysis All Tweets Sent to Comcast Distribution of Negative vs. Positive Sentiment

8 Conversation Topics

9 Word Association Associations among words used in all tweets sent to Comcast were analyzed. A strong association between any two words indicates that those two words are frequently used together in a tweet. This analysis shows what concepts are strongly associated with important keywords in customers minds.

10 Keyword: Service Words most strongly associated with Service worst horrible restore paying Service terrible cancel shitty

11 Keyword: Service Qualitative analysis of tweets containing words highly associated with service showed the following: Customers use strong negative words to describe Comcast s service (e.g., worst, horrible, shitty). Customers are concerned they are paying too much. Customers often mention canceling their service with Comcast. Customers ask when their service will be restored and share contentment when their service is restored.

12 Keyword: Internet Words most strongly associated with Internet speed slow work modem Internet days blast connection

13 Keyword: Internet Qualitative analysis of tweets containing words highly associated with internet showed the following: Customers express disappointment with the Blast package Comcast offers because they do not get the speed promised by Comcast. Customers complained about the slow speed of their internet service. Costumers mentioned their internet connection is not working. Customer Feedback Comcast

14 Frequency Analysis Most frequent words used in tweets sent to Comcast are presented in the following slides. Each word is accompanied by a set of sample tweets that contain that word and a qualitative interpretation of such tweets in general. Words are ranked according to their level of frequency. Those more frequent are presented earlier. Report Title

15 Frequent Words SAMPLE TWEETS Gotta love when you work nights and your internet goes down every night that you re off at completely useless in fixing it. Internet If I had a penny for how many times my internet drops Well maybe get some agents that know what they're doing when they tell me they're sending me the right cord. Going on day 4 of no cable or internet. I'm officially getting #ghosted Tight. I just want my internet fixed. Dude don't even worry. My cable and internet has been down since Tuesday. They keep giving me guaranteed times to turn it on. They aren't helping anyone but their pockets.

16 Frequent Words QUALITATIVE INTERPRETATION Customers expressed strong negative feelings because their internet service stopped working and took a long time to get fixed. Internet Frequent references were made to the company s incompetence, lack of concern for customers and a focus on profits instead of customers well-being. Internet problems were also attributed by some viewers to the abolition of net neutrality.

17 Frequent Words SAMPLE has the worst customer service in the world no over exaggerating. Y all are terrible - and their shitty ass customer service is about to make me lose my mind. I ve been on hold for an hour only to be hung up on service We've been stood up TWICE by your installation support. We're not even PAYING YOU YET, and we're already considering "stopping our service" with you. What the hell is up with that? Big game about to start and service is down. Called and they estimate service back up basically at the end of the game. when will service be back in Seattle area? So done Months of problems with my service, multiple technicians, no resolutions. Always wanting to charge a $60 fee to tell me the same thing. Want my services canceled

18 Frequent Words QUALITATIVE INTERPRETATION service Customers complained about horrible customer service and cable/internet service outages. They also mentioned many times their intention to cancel their service with Comcast.

19 Frequent Words SAMPLE TWEETS even if you pay close to 300$ a month for internet you get throttled from 50 mbps to 12. Why? mbps No stream Is giving me less than 1 MB on upload when I pay for 125 Mbps down and 25 Up. Constant problems the last three months make me wonder why I bother with their service. #frustrated I'm supposed to be getting 100 Mbps but I'm only getting 0-1 is 3.5 mbps like top speed. My cell service has been faster last 2 weeks CUMcast doesnt fucking care. My Blast internet quoted at 105 Mbps has intermittently gone from 105 down to less than 1.0 Mbps for the last FOUR FUCKING MONTHS BUT HAS NOT YET COME UP WITH A WORKING PLAN TONFIX IT. CUMcast SUCKS

20 Frequent Words QUALITATIVE INTERPRETATION mbps Customers who measured their upload and download speed were disappointed with the results. Customers consistently complained that their internet service was significantly slower than the plan that they are paying for.

21 Frequent Words SAMPLE TWEETS my service is HORRIBLE, I pay a very HIGH bill each month for my cable to STOP working every other week cable I PAY TOO MUCH FOR CABLE #superbowl is really awful time for #cable to be freezing A LOT Been a customer for 23 yrs. Didn t cancel b/c of the Super Bowl. Will be canceling cable srvc on Monday. Sick of the cost!

22 Frequent Words QUALITATIVE INTERPRETATION cable Customers complained about the cost of cable service given the frequent outages of service and freezing of images. Customers felt they are not getting good value for the price that they are paying.

23 Positive Tweets Tweets sent to Comcast were dominated by a negative sentiment. Yet, understanding tweets with a positive sentiment would allow Comcast to develop actions to increase customer satisfaction and reduce negativity on social media.

24 Positive Tweets SAMPLE TWEETS Thanks for prompt attention to this matter. Appreciate the support. Situation has been resolved. Thanks Thankfulness to customer care for resolving issues Thanks for checking in! It was resolved. I appreciate your prompt response to my complaint, your continued concern to ensure it was resolved, and the personal manner in which you communicated. I am pleased with the results; keep up the much improved customer support. Kudos for the outstanding customer service and quick response this evening in resolving my connection issue. Thank you

25 Positive Tweets SAMPLE TWEETS Use of direct messages to resolve customer problems Hi, I just sent a DM. Thank you! Great. I just sent you a DM. The fact is messaging me ask if I ve been able to watch #thebachelor yet, IS AWESOME!! Thanks for the great customer support!

26 Positive Tweets SAMPLE TWEETS Appreciation for good internet and cable service This has been a great game so far! Great job! Nicely done. Round of applause for Comcast why are you guys just so good at what you do

27 Positive Tweets QUALITATIVE INTERPRETATION Customers expressed gratitude for prompt response, quick resolution of issues, and recently improved customer service. Comcast to address customer complaints on Twitter through direct messages. This seems to be an approach that is working in favor of Comcast. Customers expressed gratitude when service was provided as promised.

28 Recommended Actions

29 Recommended Actions Comcast to address customer requests through direct messages on Twitter. The use of direct messages to provide customer support on Twitter is working well for Comcast. Customers do not have to wait on the phone for an agent. Instead, their complaints may be received directly on social media. This also helps Comcast eliminate excessive negativity on social media.

30 Recommended Actions ACTION BENEFITS MORE POSITIVE BRAND IMAGE START A MARKETING CAMPAIGN Reduces negativity on social media about the brand by moving complaints from public to private domain. Educate more customers that they can use Twitter to receive customer support by sending direct messages INCREASED SATISFACTION Customers can get a prompt response by using a medium that they are familiar with and without having to wait on the phone to talk to an agent.

31 Recommended Actions Customers do not feel they are getting good value from Comcast. Comcast should adjust marketing communications to increase perception of value. This could reduce the number of service cancellations by Comcast customers.

32 Recommended Actions ACTION BENEFITS COMMUNICATE VALUE Marketing communication should be adjusted to increase perception of value from Comcast services. Advertisement and website content should be changed to emphasize value. REDUCED CANCELLATIONS Customers that perceive more value will be less likely to cancel their services. They will also be less likely to mention their intention to cancel on social media.

33 Recommended Actions Promptness in customer support pays off. Customers express delight on social media when they receive a prompt emphatic response from customer service agents. Comcast would benefit significantly from investing in technologies that allows standard customer requests to be resolved promptly using automated systems. Comcast must also train their agents to act in a more emphatic way and to resolve customer issues quickly.

34 Recommended Actions ACTION BENEFITS PROMPT EMPHATIC CUSTOMER CARE Comcast should further improve customer care by adopting automated systems to quickly address standard customer requests and by training agents to be more emphatic and responsive. MORE POSITIVITY ON SOCIAL MEDIA AND LOYAL CUSTOMERS Prompt customer service is appreciated by customers. Customers are delighted by quick resolution of their issues and are happy to share their delight on social media.

35 Conclusions This report summarized customer feedback to Comcast, analyzed its negative and positive aspects, and provided a set of recommended business actions based on such analyses. Social media discussions have a significant impact on how a brand is perceived by other customers and can provide insight to companies about: how to improve their services and products how to stand out against competition how to create a more positive brand image while increasing customer loyalty.

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