Editor's note: This article is part of a series exploring the characteristics of brand admiration, including why it matters and how B2B and B2C businesses can benefit from investing it. To find out more about what brand admiration is, read the first article.

In early 2015, Comcast made a big announcement: The much-maligned company planned to finally right its many years of wrongs by investing $300 million into improving its notoriously awful customer service. The company's press release, as is often the case with press releases, made big promises, and it sounded surprisingly penitent.

As Comcast Cable President and CEO Neil Smit put it, the goal of the transformation was to shift the company's mindset to be completely focused on the customer.

"It's about respecting their time, being more proactive, doing what's right, and never being satisfied with good enough," Smit was quoted as having said. "We're on a mission and everyone is committed to making this happen."

The reaction to the announcement was about what you'd expect: eyerolls, sarcastic chuckles, and lots of "I'll believe it when I see it" responses.

And then there were reactions like this:

If you've ever been a Comcast customer, you can relate.

Frankly, the company's sudden commitment to being "completely focused on the customer" felt a little bit like a school bully taking a break from punching you in the face, just so he could ask you to be his best friend: Even if the sentiment is genuine, the chances of actual reconciliation are slim.

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ABOUT THE AUTHOR
image of Josh Zywien

Josh Zywien is a content marketer who writes for MarketingProfs: Made to Order, Original Content Services, which helps clients generate leads, drive site traffic, and build their brands through useful, well designed content.