Connecting with customers through social media; Case #2 – Comcast

Some of us see him on Twitter as @comcastcares, and most of us know him as Frank. The rest have no idea what or who I’m talking about. There are plenty of posts about Comcast’s use of Twitter, and I will link to them below. For this post, I’m going to recount a fellow tweep’s experience with Frank.

Scott Baird (otherwise known as @mediapirate to the Twitterverse) found himself completely disconnected when his cable and internet were down. The only medium he had to connect with the company was Twitter using a cell modem. He contacted @comcastcares and requested Frank’s assistance.

Frank promptly responded, saying that he was on his way home from work and would get in touch with Scott once he arrived. Long story short, Frank spent nearly five hours with Scott helping him to resolve the issue. Frank took breaks to have dinner with his family and tuck his kids in, but ultimately helped Scott get re-connected.

After Scott shared his experience with me, he said “As far as I’m concerned, Frank has completely changed my opinion about Comcast.” Imagine the power of this situation. A satisfied Scott can tell his ~2,150 Twitter followers about this experience with Comcast. The power of word-of-mouth marketing has increased exponentially in today’s digital world. All of us on Twitter know we have a friend at Comcast who will go the extra mile (and beyond) to keep customers happy.

Perhaps the best thing about Frank is his proactive approach. He does not wait for unhappy customers to reach out to him. I regularly see @comcastcares asking disgruntled Twitter users if he can help them with something. Better yet, Frank is a human, not a company. I once asked Frank if he ever slept. His response: “Not really. I need to get a life.”

Other posts on Comcast’s use of Twitter:

Comcast Cares on Twitter (Conversation Agent)
Brands That Tweet (Business Week)
Comcast Cares Social Media Interview with Frank Eliason (TopRankBlog)
Comcast, Twitter and The Chicken (trust me, I have a point) (Tech Crunch)

-Liz Giel

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