When AT&T launched U-verse, Comcast began losing customers at an unprecedented rate, including the Hispanic market. Comcast needed a campaign that would win back mindshare for their Xfinity product.
We knew we had to get a handle on what was motivating customers to walk away from a better product at a lower cost, particularly for an untested offering that was already garnering mixed sentiment. Focus groups, diversity outreach and audience segmentation research helped us get to the bottom of the situation.
Our research found that when challenged to compare the two, customers believed AT&T was not only more expensive than Xfinity but also inferior. This messaging ended unprecedented customer churn and won back mindshare for Xfinity. The campaign even helped increase acquisitions for the quarter.
Our research found that when challenged to compare the two, customers believed AT&T was not only more expensive than Xfinity but also inferior. Leveraging this unique insight, we developed a strategy that challenged customers to do an “apples to apples” comparison between Xfinity and U-verse.
To amplify the effects of our external campaign, we crafted an internal training program that leveraged the same messaging and creative. Having the internal teams aligned with the "investigate and save" messaging helped Comcast lower churn and increase acquisitions. In fact, our multi-pronged approach was so successful Comcast made a complete 180, returning to churn levels that predated U-verse's entry into the market.
