Xfinity is making a surprising bet on this old-school customer service feature

Why this is a bigger deal than you think

Following its merger with Sprint, T-Mobile has been closing hundreds of retail stores to streamline operations. While that makes sense from a business perspective, it can leave customers feeling stranded when they need help. Comcast is betting that the value of in-person support will create more loyal, satisfied customers. It’s a direct acknowledgment that for complex, frustrating problems, nothing beats talking to someone face-to-face.

My take? This is the right move

I have to admit, I’m a big fan of this strategy. I’ve had my fair share of infuriating experiences trying to get support over the phone, and the ability to just walk into a store and hand my problem over to an expert is incredibly appealing. It turns a potentially day-ruining problem into a manageable errand.

While a company’s reputation isn’t built on its retail stores alone, this is a tangible investment in the customer experience that often gets overlooked. For all the convenience of online services, some problems just require a human touch. In a world of frustratingly abstract customer service, turning stores into local tech hubs feels like a concrete, and welcome, solution.

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