How a new Comcast B2B unit had to overcome Comcast’s B2C legacy

Geoffrey Precourt and Mary Connors

Comcast, the telecoms and media company, has built a successful business-to-business (B2B) division in large part through focusing on the customer experience.

“When we formed Comcast Business in 2006,” Denice Hasty, the enterprise’s SVP/CMO recalls, “we realized we were seen as a residential cable company. But businesses wanted business-grade services.”

Denice Hasty, SVP/CMO, Comcast Business

And simply dressing an old service up in new branding wouldn’t be enough: “Delivering real, business-grade services was important, but they also had to be reliable,” Hasty told delegates at the Association of National Advertisers’ (ANA) 2018 Masters of B2B Marketing conference.

For Comcast, that presented a challenge in that the reputation of its consumer service has been tarnished since the Comcast Business launch.

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