Overview
Between 2022 and 2024, Comcast's Customer Interactions team partnered with the Xfinity Assistant Core team (Emerging Experiences Channel Ops) to build and optimize proactive customer SMS journeys.
These automated notification experiences kept customers informed during critical events, including:
Service Disruptions: Planned maintenance and unplanned outages.
Real-Time Updates: Severe weather impacts and estimated resolution times.
Support & Recovery: Alternative ways to use XA services and post-event restoration assistance.
Goal: To promote brand recognition, instill trust, and improve reliability perception.
Problem: Research showed that new customers were more likely to ignore and less likely to trust a notification coming from the 266278 short code for Xfinity service messaging. The hypothesis was that saving the Xfinity contact card would let users see the company name and details directly in their contacts.
My Role: Content Designer/ Strategist, Information Architect
The idea of proactively notifying customers was new when I was brought on to the XA Core team in 2022. So my task was twofold: First, create a catchy interactive video to get stakeholder buy-in for this new initiative. Second, craft a new flavor of the journey, including Xfinity's contact card, which would not only empower Xfinity customers to reach out to Xfinity proactively but also increase reliability perception.
Impact
Within a month of launching the Contact Card in CPO journey in September 2023, we saw the following impact.
200K messages sent daily, saw increased engagement by 2x.
