Key Learnings of the Comcast Case:



"A Comcast Technician Sleeping On My Couch" is a viral video by Brian Finkelstein, of Washington D.C., who at the time was a Comcast customer requesting help to repair his modem. It shows video of the Comcast technician sleeping on the customer's couch while utilizing slides with the official Comcast logo to explain the situation surrrounding the sleeping technician. As of November 29, 2011, the video has over 1.67 million views on YouTube since its posting on June 20, 2006. There were also over 1600 comments, most with additional complaints about Comcast and their customer service.



Background of the Comcast Case:




"A Comcast technician came to replace a faulty modem. After spending an hour on hold with Comcast's central office, he fell asleep on my couch. I've been in my apartment for three weeks and my internet connection is still non-functional. This is my tribute to Comcast, their low quality technology and their poor customer service." - Brian Finkelstein in the information section of the uploaded video[1]

The Video:




[2]

Company Response:


The company responded to this viral video by firing the sleeping technician and apologized to the customer for “unsatisfactory customer experience.” [3]
Comcast received further backlash due to the firing of the employee as the theme of the video centered on Comcast corporate and not the individual technician[4]

Key Learnings:


  • Companies must continuously measure:

    • Buzz:

      • Both spikes and drops while comparing to the industry
    • Trending topics

    • Location of the conversation

      • The YouTube video and the blogs that picked up the story became areas for customers to complain together about the company.
    • Identify opinion leaders vs The Noise

      • The popularity grew once it was picked up and shared by opinion leaders
  • Companies must respond in the correct manner:

    • The response from the company was minimally discussed as it was a press release
    • The response was overwhelmingly negative regarding the firing of the employee
      • Many felt that the company was blaming the employee rather than making changes to their overall business and customer service.

See Also:



SESSION 6: CRISIS MANAGEMENT


References:



  1. ^ http://en.wikipedia.org/wiki/Viral_video#Customer_complaints
  2. ^ http://www.youtube.com/watch?hl=en&v=CvVp7b5gzqU
  3. ^ http://www.pronetadvertising.com/articles/sleeping-comcast-technician-gets-fired.html
  4. ^ http://www.techdirt.com/articles/20060718/1120206.shtml