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Comcast: Embracing a new cloud based information system

Voss Nailing
Managerial Applications of Information Technology – MIS535
DeVry University, Keller Graduate School of Management
Week 6 Course Project
August 16, 2015
Professor Edmead

Table of Contents

Abstract 3
Brief Company background 3
Discussion of business problem(s) 4
High level solution 4
Benefits of solving the problem 5
Business/technical approach 6
Business process changes 7
Technology or business practices used to augment the solution 8
High-level implementation plan 9
Conclusions and overall recommendations 10
References 11

Abstract
“Comcast is the largest U.S. cable TV provider, offering comprehensive programming for all types of television viewers with their XFINITY TV service. Comcast currently offers digital cable, home high speed internet, and business internet” (Reviews.com, 2015). However, the company is ran on multiple information systems that are unable to access each other without the customer being put on hold and having to relay over and over his/her information in regards to issues. This has lead "Comcast customer service to be ranked #407 out of the 809 companies that have a CustomerServiceScoreboard.com rating with an overall score of 32.86 out of a possible 200 based upon 2492 ratings. This score rates Comcast customer service and customer support as Disappointing" (Customerservicescoreboard.com, 2015). Comcast's customer satisfaction scores have dropped again in all three triple-play categories, with the nation's largest cable and broadband company faring particularly poorly in pay-tv service. (Brodkin, 2015).This article is intended for customers and management of Comcast and all who may soon be considering to switch to Comcast Cable.
Brief Company background
“In 1963, Comcast was founded by Ralph Roberts with the purchase of American Cable Systems, a 1,200-subscriber cable system in Tupelo, MS. Dan Aaron and Julian Brodsky join as Ralph’s earliest colleagues who would help build the Comcast Company” (Comcast, 2015). After many years of buying smaller cable and cellular companies through acquisitions, including NBC Universal in 2011, “Comcast Corporation has a global media and technology company with two primary businesses, Comcast Cable and NBC Universal. Comcast Cable is the nation's largest video, high-speed Internet and phone provider to residential customers under the XFINITY brand and also provides these services to businesses. NBC Universal operates news, entertainment and sports cable networks, the NBC and Telemundo broadcast networks, television production operations, Universal Pictures and Universal Parks and Resorts, and television station groups” (Comcast, 2015).
Discussion of business problem(s)
The business problem to be solved is how to improve Comcast customer service rating, increase internet speeds, and offer over the top (pay-tv) streaming services to compete against Netflix, Amazon and Hulu to reduce current subscribers from leaving and to attract new customers to maintain operations (Henage, 2014). As of May 2015, Comcast has decided to hire more customer service agents and build more call centers to address customers’ issues. “Among other things, Comcast says it will soon automatically credit a subscriber’s account $20 if one of its technicians fails to show up for a scheduled visit” (Tuttle, 2015). Like a child who touches a hot stove, the solution alone is not to treat the burn and cover it up with bandage, instead; one should instill principles to prevent the child to ever touch the stove again. Likewise with Comcast, adding more agents and centers to cover up the poor customer service and decline in customers without taking steps to prevent customers from having issues to complain may allow Comcast to continue relishing in problems.
High level solution
There are several high level solutions that will not only increase customer relations with Comcast but also tarnish the company’s negative image. One solution is by implementing system analysts that define application problems by conferring with various customers. These analysts will meet and unify all phases of the Comcast Corporation to share the same information system and all allow database engineers to ensure rules and proper protocols are enforced. The information system will be moved to a cloud based interface where all customer information will be extracted, transformed and loaded allowing for customer service to contact in-house and 3rd party service technicians as well as allow for management to retrieve accurate data to make better business decisions. Another high level solution is by starting with the digital box assembly. Redesigning the software to allow customers to view their up-to the minute bill via cable remote and adding flexibility from a more agile methodology would reduce the number of defect boxes to enter consumer homes. By signing contracts with channel providers, Comcast could have proprietary rights to air channels via streams and this could be the industry changer. Yes, Amazon, Hulu, and Netflix offer subscriptions via the Internet (Kleinman, 2015); however Comcast could have software that allow customers to view cable or watch custom Comcast subscriptions via the Internet. In a sense, the company should simply do what the competitors do but only better, and at a lower price (Leggett, 2012). Another high level approach would be to have IT engineers work with support to better address current issues with customer connectivity and feedback with a more user friendly design and allow for content to be streamed from subscribers’ cable boxes to mobile devices via a new Comcast stream app. With content being stored and accessed from the cloud and delivered wirelessly via Google fiber, Comcast can expect to be on par with fellow competitor Verizon FIOS and move from one of the worst customer service company to one of the best (Kleinman, 2015).
Benefits of solving the problem
There are many benefits of solving the current problems faced by Comcast. One benefit is that outages can be better attacked and addressed in real-time. Customers will no longer have to endure being handed off to other agents. When an agent at a remote call center needs to locate a technician, one can be assessed reducing customer wait time regarding services. Public places that offer limited Wi-Fi or few cable stations due to other carriers can now be enjoyed by Comcast subscribers who can “carry their box" on their mobile devices and instantly access unavailable networks. Upper management can instantly see and connect to all phases of Comcast in different cities to better attack issues. Customers can access customer service 24 hours a day and always talk to someone via their phone, website, or via cable digital boxes. Finding the nearest Comcast in an area only to stand in line or taking complete days off of work for a technician that is late would be days gone by. With information services stored in the cloud, a customer would only need to log into their account via the digital box, mobile device or desktop and know right away where a technician is and have the ability to schedule an appointment to speak in person to a representative regarding an effective box. The benefits of solving the streaming problems would be to retain and add customers. Only via a new ComcastStream account would customers get customized content not offered via Netflix, Hulu, or Amazon. By subscribing, channel providers like NBC and Telemundo would be allowed to offer percentages off bills, offer online giveaways, and gift discounts to NBC Universal Theme Parks. The new ComcastStream would also truly be able to maximize its digital library with more viewers.
Business/technical approach
A new vamp information system consisting of a database set in a cloud computing environment would effectively reduce the time needed for customer service agents to access customer's records to relay accurate up to the minute information. Currently many customers are placed on hold to endure an automated phone system that does nothing but route customers to incorrect departments. This in turn irate an already disgruntled customer more as now the customer must reveal his/her personal information not only to a digital system but to several agents and be passed around to unfortunately endure agents who lack the skills or access to grant the customer’s request. Via the new digital box interface embedded with a camera, a customer can live chat with an agent and not have to reveal personal information that is stored digitally via the box. Face recognition would be the access pass and verification. Also the agents would then be more accurately able to view exactly what the customer sees and better address the issues without having a 1-800-Comcast number tie up. This makes better business sense in providing customers’ security and addressing the true root of problems. A new downloadable app that connect mobile users to their digital cable boxes to access cable networks and or new ComcastStream while in restaurants, hotels, and shopping areas that do not offer all or some Comcast cable broadcasts would also be a sound business and technical approach. The more access to cable and video that viewers have where they may roam the more revenue the company can make and over time the stigma of negative customer service can be replaced with ease of access. Using Google Fiber more and relying less on coaxial, this would grant customers faster speeds and in a better standpoint against Verizon FIOS (Kleinman, 2015). Adding an instant chat and current bill tab to the interface would make better business and technical sense in aiding to address cost and customer relation issues.
Business process changes
The business process change is simple. Eradicate the old system and ways the business was ran and adopt an agile methodology along with investing more in customer skills with agents. Having agents in one department request information to be handed off to another department that request the same personal information is excessive. Employing agile would allow communication to flow more freely between agents, allow for more digital box improvements, better app design, and ComcastStream testing, and also benefit the Comcast Corporation as a whole in being more adaptable to change. By revamping the information system used by Comcast and allowing for easier access by agents via the cloud, more control by customers via a new digital interface, and investing more in streams, app design, and speed; Comcast will have changed its image and negative customer service simply by embracing technology.
Technology or business practices used to augment the solution
The technology used to augment the solution is technology Comcast has access to already. Redesigning the cable digital boxes to warrant less issues, embedding cameras to use as verification instead of having customers remember lengthy account numbers, utilizing the cloud that embraces XFINITY X1 better for in house applications such as customer records and allowing one shared interface by all agents, establishing a more user friendly software interface that allows customers to connect to their boxes or to their ComcastStream account, and an app that supports this feature as well for mobile connectivity are but a few technology aided business practices that would solve the problems Comcast currently faces. Last but not least, establishing agile methodology and investing money towards a customer service and cloud seminar that all agents must constantly renew to ensure best practices are followed. High-level implementation plan

(https://www.tga.gov.au/sites/default/files/tga-reforms-blueprint-implementation.jpg )
The first phase of the implementation plan would be to conduct research and surveys to see if customers would be willing to pay more and remain patient for the change in methodologies and verify capability. At this stage the plan of the new vamp cloud infrastructure is formulated and designs are presented to senior management. Advertising on multiple platforms to build up suspense of the new database and Comcast interface design are also conducted. The second phase involves allowing users to upgrade to the new cloud infrastructure. Protocols and rules are administered on all technical Comcast equipment and software. Pamphlets and commercials are rolled out showing the new look and how the new look builds on company principles. The third and finally phase involves verifying performance of the new cloud system. Feedback will be observed and applied as needed, longstanding customers will begin to experience the benefits and also be allowed to partake in additional benefits via recommendations and bundling as before. Implementation of a morphed customer service, more storage, and new ComcastStream app will be revealed and monitored (Applegate, 2015).

Conclusions and overall recommendations
In conclusion, it is recommended that Comcast begin to listen to the voice of its customers. More and more customers are deciding to switch away from cable and enjoy Internet streams and or movies online. Comcast has the worse customer service because frankly it does not listen to its customers. A fellow IT company – “Samsung was also labelled worse company in customer service but has since made a serious investment in improving its reputation. In the last year, the company has wooed customers back by launching a worldwide customer service campaign and offering a free app that provides online support, troubleshooting guides, and how-to videos you can take anywhere” (Couch, 2013). By embracing technology and adapting the demands and wants of customers as Samsung did via a new cloud infrastructure and investments in customer service, Comcast can stop the bleeding of customers choosing other providers for entertainment needs. Whether Comcast truly invest in cloud technology it already has to improve its overall standing with its customers remains to be seen, however; it is highly recommended Comcast empower agents with better information and tools, listen to its customers, and adopt a new methodology to adapt to customers new ways of thinking (Leggett, 2012).

(http://static.diffen.com/uploadz/9/90/Cable-Satellite-subscribers.png )

References
Applegate, M. (2015). How to Improve the Information Systems at Work | Chron.com. Retrieved August 14, 2015, from http://smallbusiness.chron.com/improve-information-systems-work-20074.html
Brodkin, J. (2015, June 2). Comcast customer satisfaction rating plummets again. Retrieved July 14, 2015, from http://arstechnica.com/business/2015/06/comcast-customer-satisfaction-rating-plummets-again/

Comcast. (2015). Company Overview. Retrieved August 14, 2015, from http://corporate.comcast.com/news-information/company-overview
Couch, C. (2013, August 15). 10 Companies with Excellent Customer Service. Retrieved August 14, 2015, from http://www.huffingtonpost.com/2013/08/15/best-customer-service_n_3720052.html
CustomerServiceScoreboard.com. (2015). Comcast customer service complaints, reviews, ratings and comments. Retrieved July 14, 2015, from http://www.customerservicescoreboard.com/Comcast
Henage, C. (2014, January 24). 2 Issues That Threaten Comcast’s Future (CMCSA, GOOGL, WWE). Retrieved July 14, 2015, from http://www.fool.com/investing/general/2014/01/24/2-issues-that-threaten-comcasts-future.aspx
Kleinman, A. (2015, March 11). Netflix Continues To Crush Cable TV. Retrieved August 14, 2015, from http://www.huffingtonpost.com/2015/03/11/netflix-cable-tv_n_6846942.html
Leggett, K. (2012). 7 Ways IT Can Improve Customer Service - InformationWeek. Retrieved August 14, 2015, from http://www.informationweek.com/it-leadership/7-ways-it-can-improve-customer-service/d/d-id/1101656?
Reviews.com. (2015, June 5). 2015 Comcast XFINITY Review | TV Providers - Reviews.com. Retrieved August 14, 2015, from http://www.reviews.com/tv-providers/comcast-xfinity/
Tuttle, B. (2015, May 8). For Comcast to Fix Customer Service, Change Pricing and Online Services. Retrieved August 15, 2015, from http://time.com/money/3850975/comcast-improve-customer-service/