Even for a business whose mission it is to keep people connected, it can be a challenge to connect with customers in the right moments, and in the right ways, when they go online seeking answers to their questions. As the third-largest cable provider in the United States, Cox Communications provides internet service, TV, phone, and home security and automation services to six million residential and business customers — which is to say, the brand doesn't just need to respond to the challenge of customer questions, it needs to do it on a huge scale.
On top of the sheer number of customers, communications companies like Cox have an expansive range of customer questions to field. Connecting to the internet or catching the latest buzzed-about cable show may be simple enough end goals, but understanding the various services and products available can be tricky for people to navigate.
"Every customer journey is distinct," explains Craig Geiger, Manager of SEO at Cox Communications. "This isn't like selling shoes or watches. We have a service coupled with products. Some of those services, such as TV, can be fairly complicated in terms of the baseline service, additional equipment like set-top boxes, and then on top of that you can add additional services such as sports packages or premium channels. And it's similar for internet service — you select a base speed, but then you also have a few decisions to make in terms of modems and routers, a gaming specific network product, and things like that. So it's not a straightforward transaction."
Some people know exactly what they're looking for and are ready to transact," he continues. "While others need a lot of education before making the decision to convert and place an order."