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For Customer Experience Professionals

Case Study: Rogers Communications Pilots A New Customer Experience Strategy

August 9, 2013


  • By John Dalton,
  • Amelia Sizemore
  • with Moira Dorsey,
  • Molly Murphy

Why Read This Report

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.

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Table of Contents

  • Challenge: Build Support For A Customer Experience Strategy
  • Solution: The Toronto Hot House Experiment
  • recommendations

  • The Hot House Approach: Follow It