Comcast Retail App
Leveraging technology for seamless retail experiences
Comcast wanted their retail environment to be modern, welcoming, and—most importantly—efficient. It all comes together in an iPad app.
SUMMARY & GOALS
The Xfinity Store team wanted to create a world-class retail experience that was on par with other premier technology brands. However, their sales agents were held back by inflexible technology and hardware that resulted in long wait times and frustration for both employees and customers. The team also knew that introducing any new application, service model, or protocols to a national retail team would require planning, coordination, and training.
OBSERVATION SESSIONS TO UNDERSTAND THE EMPLOYEE EXPERIENCE
We started with observation sessions at some of Comcast’s brick and mortar Xfinity Stores in order to gain an understanding of the day-to-day experiences of sales agents and their managers. Immediately we observed bottlenecks that led to inefficient encounters. A fragmented suite of digital systems for customer registration, information look-up, and completing transactions left sales agents frustrated and kept them tethered to desktop computers.
IDENTIFYING CUSTOMER NEEDS
Today’s customer expects smart, seamless experiences from retailers. By looking at available data, we identified the most frequent needs and pain points that customers face by store location and time of day. For most stores, that meant equipment pick-up and drop-off during the lunch and end-of-workday rush.
APPLICATION DEVELOPMENT TO IMPROVE PROCESSES
Our first order of business was improving the digital tools that agents use to access customer information and complete transactions. We designed a modern and intuitive tablet application for sales agents that could be an all-in-one tool. Gone was the tether to a desktop and the strain of switching between multiple interfaces.
INTRODUCING NEW DROP-OFF AND BUY FLOWS
By implementing a simple check-in process, customers that were dropping off equipment could be directed to a dedicated agent responsible for completing these transactions, moving those customers in and out of the store quickly.
We also introduced Buy Online, Pick-Up in Store (BOPIS) so customers that already knew what they wanted could pick up items without ever having to meet with a sales agent.
APPLICATION DEVELOPMENT RESULTED IN SHORTER WAIT TIMES
With our partner, we piloted the new iPad application and implemented new training protocols for sales agents, so they could execute the new drop-off and buy flows. Early results show delightfully shorter wait times.
Armed with just-in-time customer information, support agents can resolve issues and provide upgrade opportunities. Sales agents can focus on the customers most likely to buy new products and services.
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