Charter Communications gets rid of 'the brand you love to hate'

New owner Charter Communications is betting customers won't miss the Time Warner Cable brand.

Adios, Time Warner Cable.

With the finalization of its $55.1 billion acquisition of Time Warner Cable, Charter is phasing out what Bloomberg News called "the brand you love to hate" and replacing it with Charter Communications. Its core cable and internet products will fall under Charter’s Spectrum brand.

Company spokespeople said the TWC branding will be phased out over a period of time.

A day before the rebranding became public, TWC tweeted a horror-inspired video pledging to improve its call centers’ customer service.

Promising customers they will no longer have to wait on hold, TWC said its representatives will call them back at their earliest convenience.

Perhaps referencing its notorious reputation in customer service, the boy featured in the video, scribbling on the wall, says, "If TWC can change, then so can I."

The company also revamped its website to reflect its changes in customer service to make the experience "as seamless and easy as possible" for customers. It also promoted the My TWC app, which lets customers pay their bills and request an agent call them at any time, among other features.

Charter also said it is moving overseas TWC call-center jobs back to the U.S.

While the cable industry frequently falls short of consumer expectations, TWC’s brand is especially vulnerable to criticism. It was ranked last by the American Customer Satisfaction Index, with Charter faring only slightly better.

The two-part merger – Charter also bought smaller provider Bright House – effectively created the second-largest cable TV and internet supplier in the U.S. Comcast is in first place.

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