Winning on Service

Customer’s perceptions of Time Warner Cable were shaped by consumers’ direct experience of TWC’s  products and services; interactions with the Sales and Care teams; installation technicians; and the marketing that consumers experienced through television, online, direct mail etc.  The Wining on Service campaign was something of a departure in approach from past Time Warner Cable marketing efforts. Using a human voice with more humility and humor than in the past we changed consumer perceptions’ by highlighting unique and industry-leading service offerings.  Services like one-hour arrival windows, virtual assistant, and call-backs were relatively unknown to consumers, but when discovered, they were consistently praised.

I worked closely with department stakeholders throughout the organization to tell this story online and to make sure the digital touch points were consistent with the other channels for a seamless customer experience.