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Comcast Xfinity - Online Sales Team of the Year

Gold Stevie Award Winner 2019, Click to Enter The 2020 Stevie® Awards for Sales & Customer Service

Company: Comcast, Philadelphia, PA
Company Description: Comcast Cable is one of the nation’s largest video, high-speed internet, and phone providers to residential customers under the XFINITY brand, and also provides these services to businesses. It also provides wireless and security and automation services to residential customers under the XFINITY brand.
Nomination Category: Sales Awards Team Categories
Nomination Sub Category: Online Sales Team of the Year

Nomination Title: Xfinity.com Sales Team Propels Digital-First Momentum Further

Tell the story about what this nominated team achieved since the beginning of July 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes: REDACTED FOR PUBLICATION

In 2018, we didn’t just increase sales. We transformed the way customers begin a relationship with us, from their very first visit to our xfinity.com homepage, paid search assets, or learn page content. Thanks to seamless, dynamic sales innovations, new customer relationships are up overall and sales conversion rate is up. Existing customer upgrades were up when comparing 2018 with 2017.
This year, some new customers were greeted with a consultative sales tool called “Help Me Decide” which posed 5-7 questions to identify services suited to their needs, yielding + sales conversion rate (vs. localized traffic) with TV add-ons increasing between May to December 2018.Using customer-focused language (in line with a site-wide message simplification strategy), we reapplied the best practices of our phone channel to this interactive feature.

In 2018, we put customers in control by launching a build-your-own modular shopping experience. A key challenge was working with regional business divisions on package structures, which required massive companywide coordination. Customers responded favorably, increasing overall sales conversion. Using third party verification, we also launched special offers for affinity groups — such as students and military families — and are seeing impressive results.

Through personalization efforts, we targeted unique audience subsets with dynamic, relevant content, increasing sales conversion for new and for existing customers. We used our “All Offers” page, the second-most visited page on the site, to create a curated “Featured Offer” experience to more transparently merchandize offer, product, and service features. This strategy increased TV add-on rate.

These and other new features yielded record-high customer satisfaction scores in November, showing an increase vs. 2016, and in addition led to record-breaking sales volumes YoY. Cyber Monday was the best sales day ever, with the following day coming in at the third best. As we put our 2019 sales strategy in motion, our team will continue to focus on proactive approaches; remain transparent through two-way dialogue with our customers; and set expectations throughout every step of our customers’ sales experience.