Comcast’s Mail Tries to Change the Customer Service Narrative
A telecom provider uses a big direct mail piece to talk about improving its commitment to customer service.
Mailer Name: Comcast
Date Mailed: June 2016
Measuring 7-3/4”x11-1/2”, it makes a declaration on the front cover. “You deserve the best products and service,” it says. Then, it makes a promise: “And we’re committed to delivering both.”
On the inside cover, the company uses bullet points to list its recent measures. For example, “2-hour appointment windows.” “We promise to be on time,” it offers. And it backs it up with a $20 guarantee.
An early inside spread offers more. “We’ve heard you,” it reveals. “And we’re working hard to change your experience for the better.” Throughout its pages, a photo of an account representative serves as a personal guide to what’s new at the company. “Don’t wait on hold,” one tagline begins. “Request a callback on the My Account app.”
Meanwhile, the mailer takes the opportunity to wrap a heavy amount of promotion for the company’s XFINITY services into the discussion. The customer is given numerous reminders of various apps and programming features that are easily accessible.
The mail piece also makes specific offers for upgrades to several higher-priced service bundles from Comcast. In addition, they can add a home security component to their new plan. It’s also broken down in one of the brochure’s spreads.
You can get a more complete view of how the company promotes both its service commitments and its many service options by downloading a free PDF of this direct mail piece, courtesy of Who’s Mailing What!.
While explaining your new and improved commitment to your customers, take an opportunity to ask them to buy from you.