SnapComms roi-case-study-Rogers

SnapcommsPilot ReviewJanuary 23, 2012Snapcomms ReviewJob PreparationCase StudyMAY 1, 2012Nicola Hanson

Rogers Communications Partnership Rogers Communications Inc. is a diversified Canadian communications and media company engaged in three primary lines of business. Rogers Wireless is Canadas largest wireless voice and data communications services provider and the countrys only national carrier operating on the world standard GSM, HSPA+ and LTE technology platforms. Rogers Cable is a leading Canadian cable services provider, offering cable television, high-speed Internet access, and telephony products for residential and business customers. Rogers Media is Canadas premier group of category-leading broadcast, specialty, sports, print and on-line media assets with businesses in radio and television broadcasting, televised shopping, sports entertainment, and magazine and trade journal publication. 2

Rogers Communications – KM /collaborative communicationsOverlapping scope will result in consistentContent & Communications n Job Knowledge Content & Training Communications Company Knowledge Corporate Communications Call Centre In-Store Field Operation Employees Employees Employees (10,000 +) (6000+) (3,500 +) n 3 3

Content & Communications Business Objective Streamline operational communications, simplify messaging and increase compliance and comprehension 4

Business ProblemFour issues compromising frontline readiness and flexibility to sell/supportservices: Volume of messaging – employees expected to read over 170K words/month delivered via email and KM articles No time to understand and act on information – over seven hours required to read 90K words Difficult to cut through volume and identify information central to job function – only 30-40% of messages sent are role-critical Email is not an ideal vehicle to deliver critical/time sensitive messages – 56% of employees read critical information in first five hours 5

How Much Information are employee reading? 6

What does it cost to read 93,334 words? 93,334 WORDS = * 200 words per minute when uninterrupted (Jakob Neilson Web Reading Research) 7 h o u r s 4 0 m i n u t e s Assuming all Material is Read Monthly Cost Annual Cost Single Employee $253 $3,036 $885,500 $10,062,600 3,500 Employee Base * 7 *Based on $33/hr fully loaded cost for Customer Care Retention Employee

Opportunity /Size & Scope:What if the Messages are not Read? Impacts Description Looking through e-mail, asking peers, waiting Higher AHT for information from team managers Increased Customers who receive incorrect information Repeat Calls call back - Issue not resolved on first call Higher Knowledge gaps reduce compliance and drive Operating Costs higher costs to Rogers Customers who receive inconsistent Lower CSat responses are less willing to recommend Rogers Lower ESat Without the right tools to do their jobs and /Lower timely messaging, employees are unable to Productivity resolve customers issues 8

Are we Audience Focused? WHERE WE ARE WHERE WE NEED TO BE STYLE Semiformal Not Serious Eye-catching; fun Demographics CONTENT Chunk it down but give Get to the point. What do If and when I need it of Audience me everything I need to know? I’ll find it online Relevance to the bottom Relevant to what Relevance to now, today, and CONTEXT line and my rewards matters to me my role Gen Y ATTITUDE Accept rules Openly question Ok with authority that Gen X authority earns respect Boomer Print, face-to-face, online Online; some face-to- Online, wired, wireless, TACTIC tools and resources Face, technology seamlessly connected SPEED Available; handy Immediately when Five minutes ago I need itFREQUENCY As needed Whenever Constant 9

Concepts: Opportunities we’re seeking to trial CONCEPT#1 Deliver strategic push communication at the right time for the Implement Technology right audience 1. Timely – available on a trusted schedule or as it happens for emergencies 2. Relevant to their job 3. Tied to IQ/KM so information is at their fingertips 4. Fun and eye catching 5. Position information with the background 6. Provide the right amount of information CONCEPT #2 Give employees the time to know, understand, believe and act Read/View Time upon the information we deliver to them 1. Provide the time to read/watch/view the information CONCEPT #3 Provide solid business and communications measurements that Build Communications help: 1. Provide direction on proper vehicle depending on message Measurement Plan type and urgency (long term) 2. Provide Business reporting on message effectiveness in obtaining business goals (long term) 3. Provide a plan for both current and Snapcomm messages in order to provide a common detonator to compare tools during pilot (short term) 10

Concept 1: Pilot the Software 1. 2. 3. 4.289 employees Control Group × Pilot Group289 employees Call Centre employees representing Customer Care, Technical Support and Sales 11

Initial Tool Description InterestTicker  • Scrolling ticker bar / RSS feeds, typically used to highlight information updates and breaking newsAlerts  • Direct on-screen pop-up alerts, ensuring message cut through for important updates (Limited usage due to invasiveness of tool) • Tool to aggregate internal e-mails to reduce information overload. Push out userSnapmag  generated content. Reduce the resource required to produce a staff e- magazine.Quiz Tool  • Delivered to the desktop and used to reinforce messages, assess comprehension and ensure front-line readinessPop-Up Survey  • Delivered to the desktop typically used for benchmarking, temperature checks and measuring communications effectivenessScreensavermessaging  • Uses screensavers as digital signage to help raise employee awareness of key messages • Plug and play interactive discussion tool typically run and managed by nonInteractive  technical business units. Variants include: blog, forum, helpdesk and Q&A (NOTE – May wish to use later!)Reporting  • In-depth reporting that provides metrics on click-throughs, views, quiz and survey results at Agent, TM, centre, and Business levels. 12

Concept 2: Pilot the Job Preparation Time Provide employees with 15 minutes offline before each shift to read and review all relevant content they need for their shift that day All content is tailored specific to audience group 13

Concept 3: Measurement Plan • Snapcomms: tracking the number of employees Readership – Pilot who opened the IQD and completed the quiz versus Control • Email: tracking the number of people who Readership opened the email • Quizzing as part of the communications process KarenQuiz for Volk to determine whether the messages have been Director, Knowledge understood Understanding Management & • Response rate for emails is low: no comparableUnderstanding Communication data • Adoption of the Snapcomms tool – engagement with communications process versus email Behaviour Change • Surveying for message adoption in pilot versus Adoption control Tracking Business Tracked against: Average Handle Time, Problem KPIs Resolution, Customer Satisfaction, Commissions Business 14 KPIs

Pilot Results –What Happened?

Readership IQ Now Phase 1 Ends IQ Now - SnapComms Pilot Group IQ Now - Email Control Group 99% 97% 100% 98% 97% 100% 96% 100% 93%Readership Rate (Weekly Average) 80% 60% 40% 50% 30% 46% 44% 40% 20% 31% 22% 0% Pilot Study Week The information I get in the IQ Now is I really believe the information Itimely and relevant for my skill set and receive in SnapComms helps me I like having the urgent messages to be better prepared to support scroll at the bottom of my screen. customers. 16

Readership IQ Direct Phase 1 Ends IQ Direct Email Control Group IQ Direct SnapComms Pilot Group 100% 89% 90% 90% 92% 88%Readership Rate (Weekly Average) 85% 84% 83% 81% 83% 80% 80% 61% 62% 75% 59% 60% 72% 74% 55% 64% 64% 62% 64% 64% 65% 65% 46% 61% 55% 40% 35% 20% 30% 30% 30% 0% Pilot Study Week SnapComms really gives me lots of useful and updated information which helps in my daily job. Excellent tool! I feel that it demonstrates that giving us the knowledge we need to do our job correctly is valuable. I know I have up to date info. 17

Understanding IQ Direct Quizzes Phase 1 Ends IQ Direct SnapComms Pilot Group 100% 95% 94%Comprehension Rate (Weekly Average) 88% 87% 86% 86% 86% 83% 83% 84% 81% 91% 81% 86% 84% 80% 81% 78% 79% 74% 60% Pilot Study Week “SnapComms is helpful as it gives you enough time in your whole day to go through all new updates; and the best thing is it’s brief, exactly to the point and simple to understand .....the quiz is also helpful as it shows how much we understood after answering the questions.” 18

Adoption Behavior Change – Message AdoptionThroughout the pilot, we consistently surveyed reps on messages delivered.For example, here are stats collected on a job procedure message – ‘Helping toreduce AHT with Onetime payment speed dial’: Read and clearly understood the message 97% Received a call specific to the message 77% Helped them understand the benefits of 91% promoting self-serve as a onetime payment option 87% Helped them understand when to offer a customer self-serve one time payment as an option 19

Adoption Employee Satisfaction & Readership 20

KPIs Business Key Performance Indicators • Technical support’s pilot • Modest improvements in group consistently achieved Sales and Technical higher scores in problem • Customer Care’s pilot resolution group had a statistically Pilot • Customer Care’s pilot group significant improvement in Control performed better in problem Problem Resolution in resolution, and overall July satisfaction in July and May April July Aug SeptJune August • Sales team’s pilot group consistently achieved higher scores in helping customers choose the right product for their needs. 21

PIKPIs Business Key Performance Indicators Phase 1 Ends (August 15, 2011) Overall Satisfaction with the Lift in Average Monthly Commissions: Pilot Versus Control Lift in Average Monthly Commissions - Gen X Pilot Versus Control Snapcomms tool Lift in Average Monthly Commissions - Gen Y Pilot Versus Control • IQ Direct Magazine Style 95% • IQ Quiz 90% • IQ Now Ticker 86 • Offline time 96% • Outage Notification 86% • Message History Window 83%Feb 11 Mar 11 Apr 11 May 11 Jun 11 Jul 11 Aug 11 Sep 11 % 22

Feedback about… “SnapComms is helpful as it gives you enough time in your day to go through all new updates and, the best thing is the information is brief, to the point and easy understand. The quiz is also helpful as it tests how much we understood.” “This is a great idea as I have access to the information I need to work better. I have improved my resolution rates because I get information faster and I am able to deliver it to the customer sooner. The SnapComms pilot made it easier for me to find information.” 23

2Program Overall 4 WE WILL NOT High WE WILL WE WILL Proven ACCEPT A PER Employees AGGRESSIVELY AGGRESSIVELYReadership YEAR MARKET Satisfaction DEFEND OUR effective on COMPETE FOR SHARE DECLINE! CABLE BASE! MARKETKPI SHARE! 24

QuestionsNicola HansonNicola.hanson@rci.rogers.comSenior Manager, Knowledge Management Content &CommunicationsLinked In: www.linkedin.com/in/nicolamariehanson(416) 562-2013

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