2. 2
Rogers Communications Partnership
Rogers Communications Inc. is a diversified Canadian communications and media
company engaged in three primary lines of business.
Rogers Wireless is Canada's largest wireless voice and data communications
services provider and the country's 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 Canada's 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.
3. 3
3
JobKnowledgeCompanyKnowledge
Overlapping scope will result in consistent /collaborative communications
n
n
Content &
Communications
Corporate
Communications
Training
Rogers Communications – KM Content & Communications
Field Operation
Employees
(3,500 +)
Call Centre
Employees
(10,000 +)
In-Store
Employees
(6000+)
4. 4
Content & Communications
Business Objective
Streamline operational communications, simplify
messaging and increase compliance and
comprehension
5. 5
Business Problem
Four issues compromising frontline readiness and flexibility to sell/support
services:
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
7. 7
* 200 words per minute when uninterrupted (Jakob Neilson Web Reading Research)
93,334
WORDS =
7 h o u r s 4 0 m i n u t e s
Assuming all Material is Read
$253
$885,500
$3,036
$10,062,600
Monthly Cost Annual Cost
Single Employee
3,500 Employee Base *
*Based on $33/hr fully loaded cost for Customer Care Retention Employee
What does it cost to read 93,334 words?
8. 8
Impacts Description
Higher AHT
Looking through e-mail, asking peers, waiting
for information from team managers
Increased
Repeat Calls
Customers who receive incorrect information
call back - Issue not resolved on first call
Higher
Operating Costs
Knowledge gaps reduce compliance and drive
higher costs to Rogers
Lower CSat
Customers who receive inconsistent
responses are less willing to recommend
Rogers
Lower ESat
/Lower
Productivity
Without the right tools to do their jobs and
timely messaging, employees are unable to
resolve customers issues
Opportunity /Size & Scope:
What if the Messages are not Read?
9. 9
Are we Audience Focused?
Semiformal
Chunk it down but give
me everything
Relevance to the bottom
line and my rewards
Accept rules
Print, face-to-face, online
tools and resources
Available; handy
As needed
Not Serious
Get to the point. What do
I need to know?
Relevant to what
matters to me
Openly question
authority
Online; some face-to-
Face, technology
Immediately when
I need it
Whenever
Eye-catching; fun
If and when I need it
I’ll find it online
Relevance to now, today, and
my role
Ok with authority that
earns respect
Online, wired, wireless,
seamlessly connected
Five minutes ago
Constant
STYLE
CONTENT
CONTEXT
ATTITUDE
TACTIC
SPEED
FREQUENCY
BOOMER
(1946-1964)
GEN X
(1965-1981)
GEN Y /Millenials
(1982-2000)
WHERE WE ARE
WHERE WE NEED TO BE
Demographics
of Audience
Gen Y
Gen X
Boomer
10. 10
Concepts: Opportunities we’re seeking to trial
CONCEPT#1
Implement Technology
Deliver strategic push communication at the right time for the
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
Read/View Time
Give employees the time to know, understand, believe and act
upon the information we deliver to them
1. Provide the time to read/watch/view the information
CONCEPT #3
Build Communications
Measurement Plan
Provide solid business and communications measurements that
help:
1. Provide direction on proper vehicle depending on message
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)
12. 12
Tool
Initial
Interest
Description
Ticker
• Scrolling ticker bar / RSS feeds, typically used to highlight information updates
and breaking news
Alerts
• Direct on-screen pop-up alerts, ensuring message cut through for important
updates (Limited usage due to invasiveness of tool)
Snapmag
• Tool to aggregate internal e-mails to reduce information overload. Push out user
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 readiness
Pop-Up Survey
• Delivered to the desktop typically used for benchmarking, temperature checks
and measuring communications effectiveness
Screensaver
messaging • Uses screensavers as digital signage to help raise employee awareness of key
messages
Interactive
• Plug and play interactive discussion tool typically run and managed by non
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.
Internal Newsletter
13. 13
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
14. 14
Concept 3: Measurement Plan
Readership
Understanding
Adoption
Business
KPIs
• Snapcomms: tracking the number of employees
who opened the IQD and completed the quiz
• Email: tracking the number of people who
opened the email
Readership – Pilot
versus Control
• Quizzing as part of the communications process
to determine whether the messages have been
understood
• Response rate for emails is low: no comparable
data
Karen Volk
Director, Knowledge
Management &
Communication
• Adoption of the Snapcomms tool – engagement
with communications process versus email
• Surveying for message adoption in pilot versus
control
Quiz for
Understanding
Behaviour Change
Tracked against: Average Handle Time, Problem
Resolution, Customer Satisfaction, Commissions
Tracking Business
KPIs
16. 16
IQ Now
The information I get in the IQ Now is
timely and relevant for my skill set and
I like having the urgent messages
scroll at the bottom of my screen.
I really believe the information I
receive in SnapComms helps me
to be better prepared to support
customers.
99% 97% 100% 98% 97%
93%
100% 96%
30%46%
31%
44%
50%
40%
22%
0%
20%
40%
60%
80%
100%
ReadershipRate(WeeklyAverage)
Pilot Study Week
Phase 1 Ends IQ Now - Email Control Group IQ Now - SnapComms Pilot Group
Readership
17. 17
IQ Direct
72%
64% 64% 62% 64%
75%
64%
74%
65% 65%61%
61% 62%
55%
59%
46%
81% 83%
89% 90% 90% 92%
80%
88% 85% 84% 83%
55%
30%
35%
30% 30%
0%
20%
40%
60%
80%
100%
ReadershipRate(WeeklyAverage)
Pilot Study Week
Phase 1 Ends IQ Direct Email Control Group IQ Direct SnapComms Pilot Group
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.
Readership
18. 18
IQ Direct Quizzes
“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.”
88% 87% 86% 86%
78%
83%
79%
86%
83%
81%
84%
81%
95%
91%
94%
74%
81%
84%
86%
60%
80%
100%
ComprehensionRate(WeeklyAverage)
Pilot Study Week
Phase 1 Ends IQ Direct SnapComms Pilot Group
Understanding
19. 19
Behavior Change – Message Adoption
Throughout the pilot, we consistently surveyed reps on messages delivered.
For example, here are stats collected on a job procedure message – ‘Helping to
reduce AHT with Onetime payment speed dial’:
Read and clearly understood the message
Received a call specific to the message
Helped them understand the benefits of
promoting self-serve as a onetime payment option
Helped them understand when to offer a
customer self-serve one time payment as an option
97%
77%
91%
87%
Adoption
21. 21
Business Key Performance Indicators
April
May
June
July
Aug
Sept
Pilot
Control
KPIs
• Technical support’s pilot
group consistently achieved
higher scores in problem
resolution
• Customer Care’s pilot group
performed better in problem
resolution, and overall
satisfaction in July and
August
• Sales team’s pilot group
consistently achieved higher
scores in helping customers
choose the right product for
their needs.
• Modest improvements in
Sales and Technical
• Customer Care’s pilot
group had a statistically
significant improvement in
Problem Resolution in
July
22. 22
Business Key Performance IndicatorsPIKPIs
Feb '11 Mar '11 Apr '11 May '11 Jun '11 Jul '11 Aug '11 Sep '11
Phase 1 Ends (August 15, 2011)
Lift in Average Monthly Commissions: Pilot Versus Control
Lift in Average Monthly Commissions - Gen X Pilot Versus Control
Lift in Average Monthly Commissions - Gen Y Pilot Versus Control
Overall Satisfaction with the
Snapcomms tool
• IQ Direct Magazine Style 95%
• IQ Quiz 90%
• IQ Now Ticker 86
• Offline time 96%
• Outage Notification 86%
• Message History Window 83%
%
23. 23
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.”
24. 24
2
4Program Overall
WE WILL NOT
ACCEPT A PER
YEAR MARKET
SHARE DECLINE!
WE WILL
AGGRESSIVELY
DEFEND OUR
CABLE BASE!
WE WILL
AGGRESSIVELY
COMPETE FOR
MARKET SHARE!
Employees
Satisfaction
High
Readership
Proven
effective on
KPI
Volume: CSCs receive 50-60 communications-related emails/weekLength:Average messages is 600 wordsTimeliness:44% of CSCs took longer than 6 hours to open time-sensitive messagesMeasurement: Email only provides basic measurements and does adequately measure comprehension
