I don\u2019t need to use many words to describe Comcast\u2019s customer service when one will do: awful. The cable giant has long been one of the most disliked companies in the country and its bad service is legendary. So what consumer in her or his right mind would opt to get wireless service from Comcast?\n\n\nI\u2019d say probably very few, but Comcast thinks otherwise. The cable giant confirmed yesterday what it has been hinting about for some time: It is going to launch wireless phone service later this year. In an earnings call announcing his company\u2019s earnings, Comcast CEO Brian Roberts said he expects the new service will start to roll out in the middle of the year and the company will bundle it with its cable TV and broadband options.\n\n\nThe only reason Comcast can take the plunge so quickly is that it won\u2019t be building its own wireless network. It will be reselling Verizon bandwidth. That\u2019s actually a plus since Verizon has the strongest network of the four major wireless carriers.\n\n\nBut other than that, Comcast will be on its own. None of the major wireless carriers do a very good job taking care of customers. Indeed, pay TV providers and ISPs \u2013 and Comcast is both \u2013 typically score at the bottom of consumer satisfaction surveys as measured by the respected ACSI. Remember the infamous Comcast \u201ccustomer service call from hell?\u201d\n\n\nTo be fair, Comcast has improved a bit in a more recent ACSI survey, but as a press release announcing the results put it, Comcast and other pay TV services had \u201cnowhere to go but up.\u201d\n\n\nIt could be that the wireless service will be relatively inexpensive, since to compete with the existing carriers Comcast may have to offer steep discounts, industry consultant Chetan Sharma, told Bloomberg News.\n\n\nComcast plans to do what other wireless carriers do: sell smartphones directly to consumers and let them pay on an installment plan: "Our approach will be to purchase the phones and collect handset-related payments from our wireless customers over time," Comcast CFO Michael Cavanaugh said.\n\nBad service but higher profits\n\nDespite a long-term trend of people cutting the cord and ditching pay TV services in favor of streaming video, Comcast managed to add more than 80,000 cable subscribers and 385,000 broadband customers in the last quarter of 2016, the company said when it announced its financial results. That led to a more profitable quarter than Wall Street had expected.\n\n\nHow does a company scarf up new customers despite treating existing customers so poorly? Two reasons. In many parts of the country there\u2019s not much competition among cable companies and ISPs.\n\n\nAnd two of the existing competitors, AT&T and Verizon, have pretty much decided that DSL service isn\u2019t profitable enough, so they have angered customers by letting their networks deteriorate and refusing to upgrade them to higher speeds.\n\n\nWith no place else to go, customers have turned to Comcast. My guess is that many of them won\u2019t stick around once they get a taste of Comcast service. As to the wireless service, I\u2019m obviously quite skeptical, but maybe Comcast will do a decent job and give the big four wireless carriers a bit more competition.