Rogers 2014 Annual Report Download - page 38

MANAGEMENT’S DISCUSSION AND ANALYSIS
OUR PROGRESS IN 2014
To deliver on our Rogers 3.0 strategy, we have undergone significant
transformation and completed several initiatives in 2014. Specifically,
we:
• reorganized the Company around the customer – all customer
experience functions have been brought together into one team of
over 9,000 employees led by a Chief Customer Officer reporting
directly to the CEO;
• integrated and elevated the branding function, bringing together
several key corporate functions to improve the employee
experience;
• streamlined the organization to allow us to be more agile and
ensure senior leadership is closer to customers and front-line
employees;
• added considerable management bench strength through
executive leadership appointments;
• acquired two 12 MHz contiguous blocks of 700 MHz wireless
“beachfront” spectrum across the country;
• deployed Rogers’ 2014-2015 NHL national broadcast schedule;
• launched new products and services such as shomi and Roam Like
Home; and
• partnered with VICE Media to deliver Canadian-made news and
entertainment programming through VICE Canada starting in 2015.
Delivering the Rogers 3.0 strategic plan is a journey and there is still
much work ahead of us. However, over the past year we have made
good progress in setting in place the structure and framework that will
enable us to deliver against these strategic priorities as we go forward.
Key Performance Drivers and Highlights
We set new corporate objectives each year to progress on our long-term strategic priorities and address short-term
opportunities and risks.
2014 KEY HIGHLIGHTS
OVERHAUL THE CUSTOMER EXPERIENCE
• Launched Roam Like Home, a simple and cost effective way for
Wireless customers to use the Internet, make calls, send texts and
emails in the US with their Rogers Share Everything Plan, letting
them access their Canadian wireless plans while they are in the US.
• Launched suretap wallet, an advanced new mobile commerce
application that lets customers use their smartphones to safely store
eligible payment cards and make payments at tens of thousands of
retailers across Canada.
• Reduced annual customer complaints by more than 30% from the
previous year as reported by the federal Commissioner for
Complaints for Telecommunications Services (CCTS) in its annual
report. The report registers the number of complaints made by
customers of major telecom service providers.
• Appointed executive leaders with significant experience in our
industry and global best practices:
• Deepak Khandelwal joined Rogers as Chief Customer Officer.
Mr. Khandelwal was previously at Google where he served as
head of Global Customer Experience with customers in over 100
countries world-wide.
• Nitin Kawale joined Rogers as President, Enterprise Business Unit.
Mr. Kawale is the former President of Cisco Systems Canada
where he was responsible for all aspects of the Canadian
operations including sales, marketing, finance, distribution and
services.
• Jacob Glick was appointed to the newly created position of Chief
Corporate Affairs Officer. Prior to Rogers, Mr. Glick held a
number of leadership positions at Google, including head of their
Global Central Public Policy and Government Relations teams.
• Frank Boulben joined Rogers as Chief Strategy Officer and brings
more than 20 years of global experience across both the wireless
and wireline industries, holding senior marketing and strategy
positions with leading wireless carriers in Europe.
• Dirk Woessner was appointed as President, Consumer Business
Unit, effective April 6, 2015. Mr. Woessner was previously at
Deutsche Telekom where he held a number of leadership
positions with Telekom Deutschland and T-Mobile in the UK and
Germany.
• Announced an agreement under which Rogers will own 50% of
Glentel Inc. (Glentel), including its several hundred Canadian
wireless retail distribution outlets, subject to regulatory approval and
completion of BCE Inc.’s (BCE) acquisition of Glentel.
DRIVE GROWTH IN THE BUSINESS MARKET
• Expanded data centre operations to 15 locations across Canada
with Business Solutions opening Alberta’s first Tier III certified data
centre giving business customers reliable, secure data services.
• Vicinity was awarded Product of the Year for the Rewards / Financial
Services Programs category by Product of the Year, the world’s
largest consumer-voted award for product innovation. Rogers
Vicinity is an automated loyalty program offering small businesses
and their customers access to loyalty programs and awards.
• Introduced Rogers Check-In, a new service capability that allows
small business customers to quickly and easily review their account
at any time with a Small Business Specialist to ensure they have the
right services for their business needs.
• Launched Rogers Talks, a series of free events across Canada for
small businesses in conjunction with Small Business Month (October).
Experts in social media, marketing and sales were on hand to talk
about how technology can help small business owners grow.
INVEST IN AND DEVELOP OUR PEOPLE
• Recognized as one of Canada’s top employers for the second
straight year by Canada’s Top 100 Employers, a national
competition now entering its 16th year which looks at more than
3,250 Canadian employers. In addition, Rogers was for the first time
named to the elite top 10 list of the best companies to work for in
Canada and was recognized as one of Canada’s Best Diversity
Employers by Canada’s Top 100 Employers 2015.
• Named one of Canada’s ‘Top Employers for Young People’, for a
fifth consecutive year. Judges noted that Rogers provides exciting
and challenging work, a broad range of career opportunities, a
strong total rewards package and a chance to work with the best
and the brightest in the industry. The judging panel also highlighted
Rogers’ unique support of new grads through rotational programs
that develop breadth of hands on experience.
34 ROGERS COMMUNICATIONS INC. 2014 ANNUAL REPORT