How do you verify identity, e.g. could an attacker use this to cancel a target's service? When you call customer service, cable companies usually have a few security questions to confirm the customer's identity. A letter usually has a customer signature. How do you close the identity loop with the person keying data into your web form?

We charge their credit card. We don't think it's likely that people will use this to maliciously cancel people's Comcast, but we'll absolutely cooperate with authorities in the event of identity theft.

Malicious? Cancelling a random person's Comcast might be a random act of kindness!