Case Study: Rogers Communications Pilots A New Customer Experience Strategy

In 2011, the customer experience team at Rogers Communications, Canada's largest telecommunications carrier, was beating its collective head against a wall — how could it operationalize its newly minted customer experience strategy, prove the business benefits of the strategy's implementation, and do so in a way that was unique to Rogers? The solution: targeted experimentation. For one year, the team sectioned off a region in northern Toronto as a test area and launched a controlled experiment called the "Hot House." In just 18 weeks from inception to launch, the team picked five customer journeys for end-to-end design and redefined employee behaviors toward this customer group. The results demonstrate the power of quickly piloting and evaluating a small set of crisply defined customer experience programs.