Abstract

This case discusses the customer service challenges faced by Canadian telecommunications giant, Rogers Communications (Rogers). The company had been making efforts since 2009 to tackle its customer service issues but had not met with much success in improving its relations with its customers. For a wireless communications company like Rogers, it was essential to offer excellent customer service. However, the communications giant had been neglecting its customers and this had led to its losing its wireless subscribers to other Canadian communication majors such as Telus and Bell Canada Enterprise (BCE). And that was not all. The company’s reputation and brand image were also at stake. While other communication companies benefited from customer loyalty programs, Rogers did not, as is evident from customers’ complaints that enrolling for Rogers’ ‘First Rewards’ program led to their losing discounts from other services. Ironically, customer complaints increased for Rogers as the customers ended up paying more money, which also led to the company reporting the highest customer churn rate for its wireless subscribers in comparison to its competitors such as BCE and Telus. Hence, Rogers was looking to arrest the decline in its wireless subscriber base and increase its revenues. However, the question was, how should it deal with its customer service issues? Will Rogers 3.0 help the company in tackling its customer service challenges?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Discuss the challenges faced by Rogers with regard to handling its customer complaints.
• Analyze whether Rogers 3.0 can help the company fix its customer service issues.
• Design a turnaround plan for Rogers to improve its customer service.

Keywords

Rogers Communication, Bell Canada Enterprises,Telus, Telecommunications, Wireless carriers, Wireless subscriber base, First Rewards program, Rogers 3.0,Turnaround, Customer service issues, Customer relations, Customer grievances, Customer churn rates, Customer satisfaction, Staff training, Digital technologies, Commissioner for Complaints for Telecommunications Service,Guy Laurence