Brand analysis
Cox Communications is the one watch in the middle of the Telecommunications in the US table. From ranking eighth a year ago, the brand is now joint sixth with DirecTV and it has posted better and better scores with each passing wave of the Customer Effort Index.
‘Speed of Resolving Problems’ is the thorn in many a US telco's side in the Customer Effort Index but not for Cox. Its score of 51 in this pillar follows four quarters of continual growth – an incredible feat. Other brands should certainly take note.
Last year, Cox launched an AI-based tool that anticipates and addresses customer issues. Service Health represented a huge leap forward in how the brand caters for its customers and is a great example of how truly market-leading CX must use AI on some level to meet expectations.
