Rogers quarterly profit goes down

Rogers announced that it’s profit for the last quarter went down as a result of lower audiences for the NHL hockey games it shows and because it lost more customers than it was expecting.

New regulations allow cell phone customers to get out of the ridiculous three-year contracts we all signed to get good deals on our phones. As a result, Rogers was forced to spend more money this quarter on customer retention efforts. Anyone who has dealt with Rogers customer service would not be surprised to hear that Rogers retention efforts needed improvement.

If Rogers had improved its’ customer service and retention efforts years ago like it should have, it would not be losing profits and customers now. I touched on this back in 2013 and in 2012. But nobody wanted to listen back then.

If anyone at Rogers is listening now, here’s what I would suggest:

  • Don’t subsidize new customers through your current customers. It should not be cheaper for someone off the street to get a new phone over someone who has been a loyal customer for years and spent thousands of dollars with you.
  • Adopt one view of the customer. I realize you offer a lot of different services, but no customer likes receiving multiple calls from the same company asking about different services that they already have.
  • Be more proactive in finding ways for customers to save money. This will create loyalty. Every time I call, I am given suggestions to reduce my monthly bill, which is great. It would be even better if someone called me proactively to give me those suggestions.
  • Offer concierge service to your best customers. No one should have to wait 15 minutes to get an issue resolved. Especially a customer who has been with you for more than 10 years and likely spent almost $100,000 with you.

Take them or leave them, but these are the ideas I have for you. I only suggest them to help you make more money next quarter.


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