It was back in May 2014 that new President and Chief Executive Officer of Rogers, Guy Laurence, spoke about his new “Rogers 3.0” plan designed to first revamp management, secondly fix customer service and thirdly to kick start the company’s slow growth. He really got his feet wet – traveling all over Canada, meeting with 10,700 employees, visiting other leading companies and even talking with political leaders. He wanted to find out what Rogers was doing right and what they were doing wrong – what he should leave alone and what he needed to fix.
The Rogers 3.0 plan was the result of those findings and he said it could take two to three years to implement. He determined that “We’ve neglected our customers, and we’ve let our legacy of growth and innovation slip. The plan I’ve laid out will significantly improve the experience for our customers and re-establish our growth by better leveraging our assets and consistently executing as One Rogers.”
Rogers has done a ‘brand refresh’ as part of re-connecting with the customers and Chief Brand Officer, Dale Hooper, calls this Rogers’ most significant rebrand in almost 14 years. Hooper said, “[Laurence] is at heart someone who cares about the customer experience, brand and employee development. He was very involved in ensuring that our flagship brand was aligned throughout the organization. The consumer brand of Rogers is the biggest component of the corporate brand…that was basically a nod to our customers that we’re proud of our legacy, we’ve made some mistakes along the way, but we’re excited for the future.”
The October launch of NHL hockey and last year’s “Roam like home” services were the first iterations of the customer-oriented approach adopted by Laurence, who is in the process of implementing his seven-point plan: Be a strong Canadian growth company – Overhaul the Customer Experience – Drive meaningful growth in the business market – Invest in and develop our people – Deliver compelling content anywhere – Focus on innovation and network leadership – Go to market as One Rogers.
The newly designed ‘Rogers brand’ was tweaked in color to match the Canadian flag (Pantone 485 C) and secondary colors of aqua and yellow have been added. The wording is not quite as bold and the logo that accompanies the Rogers nameplate has been tweaked to make it feel more modern, according to Hooper. Livia Zufferli, Senior Vice President of Rogers Brand said, “No brand is built overnight, so our intent and our desire is to really be able to connect with our customer in a more human way. It is going to be journey, and as we continue to have more opportunities to interact with customers with this refreshed brand and our commitment to an enhanced customer experience, this will all build; our goal is to earn the trust of Canadians and have them understand where we’re evolving to.”