One of the least vulgar Urban Dictionary definitions of "comcastic" is "something that is not merely horribly bad, but actively offensive in some universal way," as in “Comcast’s customer service is comcastic times xfinity.”
The latest chapter in their saga features a “rogue” employee who renamed one of their customers “a**hole” over a billing dispute. But this employee isn’t alone. Comcast seems to be a veritable rogues’ gallery of vindictive “customer service” reps.
And it apparently starts at the top.
Steve Kipp, Comcast’s regional VP of communications who’s doubling as road manager on this most recent apology tour, was himself Comcast’s “Rogue of the Month” back in May 2011.
The cable exec's swan dive onto the hard slab of public opinion was prompted by a tweet that expressed appropriate—and pretty much universal—disgust that the FCC Commissioner who voted to approve the $30 billion Comcast/NBC merger "is now lving FCC for A JOB AT COMCAST?!?" (sic) Much to Kipp's chagrin, the tweeter was Reel Grrls, a nonprofit that teaches media production to young women, and which is funded in part by Comcast.
So Kipp fired off this email:
"Given the fact that Comcast has been a major supporter of Reel Grrls for several years now, I am frankly shocked that your organization is slamming us on Twitter. ... I cannot in good conscience continue to provide you with funding ... I respect your position on freedom of the press. However ... I cannot continue to ask [my bosses] to approve funding for Reel Grrls, knowing that the digital footprint your organization has created about Comcast is a negative one."
For this digital dressing down, Kipp received the widespread condemnation that Comcast seems to court on a regular basis. But he also gave us the opportunity to review a few basic PR commandments:
- Don't cite your respect for the First Amendment just before punishing someone for exercising their First Amendment rights.
- If you're a multi-billion-dollar corporation with a reputation so compromised that your marketing slogan is commonly used as an insult, don't threaten charitable nonprofits.
- Before you hit “send,” take a breath and consider what Mickey Rourke said to William Hurt in Body Heat. “Any time you try a decent crime, you got 50 ways you're gonna [screw] up. If you think of 25 of them, then you're a genius … and you ain't no genius."