Mediacom saw the opportunity to increase sales in its stores by enhancing customer experiences and encouraging employee-customer interaction. The cable television and communications provider needed a partner to collaborate with internal stakeholders and its agency of record to define the opportunity, develop a strategy and implement the subsequent tactics.
“We have an opportunity to change and evolve the customer experience all together.”AnonymousStakeholder, Mediacom
A big part of the challenge was the layout and appearance of the stores themselves. There was a lack of information educating customers about Mediacom products and services, and collateral displays were largely ineffective due to space and placement constraints. Lighting was dim, giving stores a cold, tired appearance.
Customers stood in line behind long counters, with Mediacom employees set up like tellers on the other side. Waiting in long lines had customers ready to take care of business and leave. There was very little personal interaction and, as a result, no chance to upsell. The store had become merely a place to return broken equipment, make a monthly payment, or file a complaint.
The team viewed every issue as an opportunity, and set the following goals for the new retail experience:
- Break down barriers
- Provide a more informative, engaging experience
- Encourage exploration
- Create a consistent look and feel
- Simplify and declutter
To realize these goals, the team designed and built a prototype store. Removing the teller counter and adopting accessible podium-style work stations creates a more open feel. The new floor plan encourages employees to have a more personal engagement with every customer entering the store. Digital displays make information and product offerings easy to see and understand, while an electronic sign-in reserves a place in the queue for customers, thereby freeing them to explore the store. Scalable color palette, design aesthetic, lighting, flooring and signage choices create unity for any and all Mediacom locations, regardless of size. And a streamlined plan for equipment and merchandizing elements keeps everything tidy, inviting and professional.
Now, Mediacom has an easily replicable blueprint for building stores to redefine the role of the employee and transform the experience of the customer.
Mediacom has deployed fiber in 1,500 communities across 22 states.
The “Project Gigabit” initiative is a wide-scale deployment of one -gigabit-per-second broadband services to virtually every household and business where Mediacom operates.
Over the course of three years, Mediacom is investing $1 billion to upgrade and expand its national broadband network, among other projects.
Mediacom is the largest cable provider in Iowa and the eighth-largest in the U.S.