We were engaged by the Comcast XFINITY brand to help evolve its over 550 Customer Service Centers from pure account servicing to a more innovative and engaging retail-focused experience. We developed the customer experience around the concepts of EXPLORE. CONNECT. ENJOY. Interactive displays allow customers to familiarize themselves with XFINITY products, content and services in an organic way. A new customer service mindset was implemented to inspire interaction and encourage employees to use the space to engage customers with demonstrations, sales and retention activities. This specialized attention and personalized interaction creates a positive brand impression while, aiding customers in making informed purchase decisions. Lengthy lines and wait times were addressed by implementing a name-based electronic queue system, allowing customers to browse products and services or to sit comfortably and enjoy XFINITY content via Wi-Fi. Express pay kiosks were implemented to increase payment options and speed simple transactions for customers.
Customers have the ability to explore the store freely, with or without the assistance of sales staff. Product and service offerings are clearly communicated through bold messaging and hands-on experiences that engage and inspire. In-store entertainment is also provided by showcasing Comcast content throughout the experience. A thoughtful balance of customer service and flexible product displays was tailored for this (and every) location demographic to maximize sales potential. As a result, communications, employee culture and signature areas in the store convey effective and efficient service, while helping to entertain, inform and connect with people in new ways.
With this new store concept, XFINITY has elevated the customer experience in order to increase sales, retention and overall brand perception. By transforming the way that customers interact with the space, we have been able to shift the focus of the XFINITY Customer Service Centers from transactional to a best-in-class retail experience.
Project Credits:
Creative Director: Brendán Murphy, Mike Sloan
Designer: Julia McGreevy, Leonor Montes de Oca, Caroline Tomlinson
Photographer: Albert Vecerka/Esto Photographics
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