With the aggressive competition that Rogers’ CEO Guy Laurence said will be “the new normal” playing field, carriers are scrambling to find new ways to distinguish themselves from that competition. Many customer complaints are not always about the high cost of Canada’s wireless mobile, but much of the criticism revolves around customer service. It was almost two years ago when Laurence took over as CEO and announced it was his mission to implement his new “Rogers 3.0” plan and that it would take two to three years to instill. He said at the time, “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.”
Last year, one of their projects was called “Staff Picks” as a way to help customers by offering devices at discounted prices and with special incentives. Their off-brand, Fido, is now offering a similar program called “Fido Faves” that offer devices “Fully loaded with features that stand out, as well as a price and 2-year device warranty that makes your decision easy and your wallet happy.” According to Fido, the smartphone must cost $50 or less on-contract to make the list. The first two devices to be awarded this coveted title are the ZTE Axon and the Huawei Y6 – two devices that certainly fit this criteria.
Fido is not stopping there. They also introduced DeviceAdvice – a new service they claim is a “personal smartphone expert at your fingertips that self-diagnoses your device issues and provides quick and personalized advice.” Subscribers can access the DeviceAdvice through their Fido My Account app on their smartphone and it will provide the user with the answers to many questions, such as, “How do I see what’s taking up storage on my phone?” or “How do I backup my photos?” and “How can I check if I’m eligible for an upgrade?” Basic questions that can be answered immediately as a kind of ‘self-help’ guide without having to call customer service or going to Fido’s website.
This is all part of CEO Laurence’s 3.0 plan, and from the financials it appears his plan may be working. Rogers claims that their improved customer service has led to a 26-percent decline in customer complaints and a 12.7-percent decline in customers having to contact the company.