Rogers has been partnering with Lithium in the digital customer experience space since 2010 when we launched the Rogers Community Forums.
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Company: Rogers
Entry submitted by: Margaret Tsuji (Senior Manager, Social Media Support)
Community & Social Channels: Rogers Community Forums, twitter.com/rogershelps, twitter.com/rogersfr, twitter.com/rogersvousaide, twitter.com/rogersbiz, twitter.com/rogersaffaires, facebook.com/rogers, facebook.com/rogersforbusiness, facebook.com/rogerspouraffaires
Lithy category: Digital CX All-Star
Rogers: Digital Customer Experience
Rogers has been partnering with Lithium in the digital customer experience space since 2010 when we launched the Rogers Community Forums. In 2011, we expanded to include support on Twitter and Facebook and we are relentlessly working to deliver a world-class customer experience in social media support at Rogers.
In 2016, we designed an inaugural program that offered registered users of our community the chance to test the latest firmware for some of our modems. We engaged the help of a Rogers Network Architect who committed to manning the feedback thread related to the firmware. We invited all customers to join the trial in a tweet to all our followers:
The community forums and social media support team are one big team and we directed customers to the firmware trial if they reached out to us via Facebook or Twitter to complain about latency/Wi-Fi or other issues. Another source of promotion was our Tier 2 technical support team who pointed customers to the trial in the community. And, the trial gained so much popularity that it was even recommended by one of the community managers on the Google Product Forums!
Hosting the trial in the Rogers Community Forums gave us the platform where we could gather feedback AND provide troubleshooting/support thanks to our moderator team and RogersDave, the Network Architect who gamely agreed to participate! The program has become so successful that future modem firmware trials will always include a community component.
The benefits of having both a community and a social media management platform
A Lithium community and Lithium Social Media Management (SMM) for Service are important to our social strategy of providing customers with convenience through self-serve. SMM for Service enables seamless engagement with our customers, allowing us to respond to their support requests on Facebook/Twitter via PM/DM or in public, while the Community Forums serve as a lasting source of relevant and helpful content. As we are all one big family, team members responding to customers in social will often direct to helpful posts/events in the community forums (such as the firmware trial).
To complement the peer-to-peer support model in the Rogers Community Forums, we also provide direct support to customers when our Super Users or other users are unable to assist. We have a common handle called @CommunityHelps to PM with users in the Community Forums. This helps our interactions look and feel seamless to the user and allows us to house all PM conversations in a single, easily-accessed inbox.
Our super user program is a key pillar of our overall Community Forums strategy. One of the perks we offer is “Front of the Line” service for our Super Users. In SMM for Service, we have tagged our Super Users as priority customers so they receive even faster service through our social channels if they need it. It’s a small token of appreciation for their help in the Community Forums and it’s made possible by SMM for Service.
Digital CX results
When we started the firmware trial, we thought that only those currently registered in the community would want to participate. Little did we know, the firmware trial would be a source of new registrants and a community traffic. In total, we saw 1700+ customers sign up to the trial with over half of them being net new users to the community. In fact, the firmware trial announcement thread and the feedback thread have been viewed over 50,000 times and have over 3000 replies!
In addition, our call deflection rates continue to increase. In 2016, the Rogers Community Forums deflected over 80,000 calls from our contact centre. In just the first three months of 2017, we’ve already surpassed that number!
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