Aiming to improve its overall customer service levels, Rogers Communications plans to launch a loyalty rewards program this year.
Nadir Mohamed, the company’s outgoing President and CEO, spoke about plans for a new loyalty rewards program at the Rogers Annual General Shareholders Meeting on April 23. Mohamed said the loyalty program would hopefully help enhance customer relationships.
Mohamed told shareholders that while it’s important for the wireless, cable, and media company to look at the customer experience holistically, “there’s no question we need to significantly improve customer service. We need to help our customers better understand what they get when they sign up and we need to do a better job supporting them once they do. This is a key priority for me and the executive team.”
While details of the rewards program weren’t revealed, a broad range of the telecom company’s services will be recognized in the program. It will also extend to its banking and credit card services, which are expected to launch sometime this year. No launch date was given.
During his speech to shareholders, Mohamed said the company will focus on resolving the top reasons for customer calls. He says Rogers needs to help customers understand what they get when they sign up. Mohamed stressed improvement in customer service when he assumed the CEO position in 2009. Mohamed plans to step down in January 2014.
Some longtime subscribers have turned to the Rogers customer service department to request discounts on their payments, and they want the company to demonstrate that it "values their tenure," Mohamed said.
Looking ahead, Mohamed listed several priorities and topping the list was a companywide effort to improve customer service to build loyalty and reduce churn.
“We’ve also applied for a bank license so we can offer a credit card to strengthen customer loyalty and retention,” Mohamed said. “And of course the Rogers credit card would be one of many cards in the mobile wallet.”