Rogers 2015 Annual Report Download - page 33

MANAGEMENT’S DISCUSSION AND ANALYSIS
OUR PROGRESS IN 2015
This was our first full year executing on Rogers 3.0, and we have
continued to accelerate our transformation and deliver significant
results. Specifically, we:
• Extended wireless coverage in even more rural markets across
Canada, allowing customers to stay connected in additional
places, at no extra charge, and with no sign-up or opt-in
requirements;
• Launched new Rogers IGNITE broadband Internet-based
bundled offerings with new usage options and value-added
content, including Rogers NHL GameCentre LIVE and shomi
and introduced Rogers IGNITE Gigabit Internet, which we expect
to cover Rogers’ entire cable footprint by the end of 2016;
• Launched an initiative with Spotify, one of the world’s most
innovative music streaming services, delivering more value to our
Fido and Share Everything customers by including subscriptions
to Spotify Premium;
• Launched new products and services such as Fido Home
Internet, which allows customers access to a greater range of
Internet offerings at different price points; and
• Launched 4K TV and a new 4K set-top box and announced a
plan to broadcast over 100 live sporting events in 4K, including
all 2016 Toronto Blue Jays home games and 20 marquee NHL
games.
Delivering the Rogers 3.0 strategic plan is a journey and there is still
much work ahead of us. However, since implementing our plan, we
have made substantial progress in setting the structure and
framework that will enable us to continue to deliver against these
strategic priorities as we go forward.
Key Performance Drivers and Strategic Highlights
We set new corporate objectives each year to progress on our long-term strategic priorities and address short-term opportunities
and risks.
2015 STRATEGIC HIGHLIGHTS
OVERHAUL THE CUSTOMER EXPERIENCE
• Expanded Roam Like Home to over 100 destinations in Europe,
Asia, Mexico, South America, and Latin America, further
simplifying how Wireless consumers use the Internet, make calls,
and send texts and emails with their Rogers Share Everything
plans. Customers have access to their Canadian plan features
while traveling, all at a relatively low cost.
• Reduced the number of customer complaints by more than 26%
over the 12-month period ended July 31, 2015 according to the
Commissioner for Complaints for Telecommunications Services’
(CCTS) December 2015 annual report. This builds off our
customer complaint reduction of almost 32% for the prior
12-month period. As part of our Rogers 3.0 plan, we are
committed to putting our customers first, and while our work is
far from over, this report shows our focus on customers is paying
off and we are heading in the right direction.
• Enhanced our Share Everything plans through the launch of new
Share Everything+ plans. The new plans allow customers to
choose from one of three content experiences: Texture by Next
Issue, shomi, or Spotify Premium.
• Introduced customer care on Facebook Messenger, a global first
in the telecommunications industry. With the tap of a screen or
the click of a mouse, customers can now contact Rogers in real-
time on Messenger, an environment where millions of
Canadians already spend time every day.
• Completed the purchase of a 50% interest in Glentel, previously
Canada’s largest independent multicarrier of wireless and
wireline products with several hundred Canadian retail outlets.
• Launched Fido Home Internet in parts of Ontario, delivering
simple, hassle-free plans and service that is easy to install and use.
Customers can use their mobile phones to set up their connection
so they do not have to wait for technicians to install their products.
• Launched a new Platinum MasterCard with features including a
1.75% cashback reward points on all transactions, low annual
fees, and no foreign exchange transactions fees.
• Introduced a simplified customer bill for Rogers services, making
it easier for customers to understand their spending and
addressing the number one reason customers have historically
called Rogers with questions. The new format makes usage
details easier to understand, while creating a new layout and
interactive graphical features so customers can more easily see
how we calculated their bill. Our new bill is less complicated, is
available across multiple platforms, and is an important step in
our ongoing commitment to continuous improvement for our
customers’ experiences.
• Introduced a new Wireless Hardware Upgrade Program wherein
customers now have the option to upgrade their wireless device
online.
• Unveiled a new look and feel, improved search and navigation
capabilities, and accelerated response times for our online
Community Forums. More customers want self-serve and our
Community Forums are one of many ways our customers will be
able to get the information they need quickly and easily.
• Launched our Retail Academy, an employee training program
designed to further enhance how we serve and support our
customers in our branded retail stores. In addition, we started
refreshing our brand at our national retail stores and transitioning
certain other locations to a new design concept, which includes
a connected Home Zone lounge where customers can
experience Rogers IGNITE Internet bundles and Smart Home
Monitoring.
• Increased the speed and responsiveness of our rogers.com and
fido.ca websites. In addition, we launched new, easier-to-navigate
homepages and mobile-friendly product landing and promotion
pages to provide customers with an improved digital experience.
• Enhanced and simplified our customer-facing Integrated Voice
Response (IVR) system along with our technical support transfer
process to minimize the customers’ time from when they dial
Rogers to when they talk to a live agent.
• Released Rogers’ 2015 Transparency Report, our third annual
report on how we share customer information in response to
requests from legal authorities.
2015 ANNUAL REPORT ROGERS COMMUNICATIONS INC. 31