SnapcommsPilot ReviewJanuary 23, 2012Snapcomms Review

Job PreparationCase Study

MAY 1, 2012

Nicola Hanson

2

2

Rogers Communications Partnership

Rogers Communications Inc. is a diversified Canadian communications and media company engaged in three primary lines of business.

Rogers Wireless is Canada's largest wireless voice and data communications services provider and the country's only national carrier operating on the world standard GSM, HSPA+ and LTE technology platforms.Rogers Cable is a leading Canadian cable services provider, offering cable television, high-speed Internet access, and telephony products for residential and business customers. Rogers Media is Canada's premier group of category-leading broadcast, specialty, sports, print and on-line media assets with businesses in radio and television broadcasting, televised shopping, sports entertainment, and magazine and trade journal publication.

3

3

Job Knowled

ge

Company

Knowledge

Overlapping scope will result in consistent /collaborative communications

n

n

Content & Communications

CorporateCommunications

Training

Rogers Communications – KM Content & Communications

Field Operation Employees

(3,500 +)

Call Centre Employees(10,000 +)

In-Store Employees

(6000+)

4

Content & Communications

Business ObjectiveStreamline operational communications, simplify

messaging and increase compliance and comprehension

5

Business Problem

Four issues compromising frontline readiness and flexibility to sell/support services:

Volume of messaging – employees expected to read over 170K words/month delivered via email and KM articles

No time to understand and act on information – over seven hours required to read 90K words

Difficult to cut through volume and identify information central to job function – only 30-40% of messages sent are role-critical

Email is not an ideal vehicle to deliver critical/time sensitive messages – 56% of employees read critical information in first five hours

6

6

How Much Information are employee reading?

7

* 200 words per minute when uninterrupted (Jakob Neilson Web Reading Research)

93,334WORDS

=7 h o u r s 4 0 m i n u t e s

Assuming all Material is Read

$253

$885,500

$3,036

$10,062,600

Monthly Cost Annual Cost

Single Employee

3,500 Employee Base *

*Based on $33/hr fully loaded cost for Customer Care Retention Employee

7

What does it cost to read 93,334 words?

8

Impacts Description

Higher AHTLooking through e-mail, asking peers, waiting for information from team managers

Increased Repeat Calls

Customers who receive incorrect information call back - Issue not resolved on first call

Higher Operating Costs

Knowledge gaps reduce compliance and drive higher costs to Rogers

Lower CSatCustomers who receive inconsistent responses are less willing to recommend Rogers

Lower ESat/Lower

Productivity

Without the right tools to do their jobs and timely messaging, employees are unable to resolve customers issues

8

Opportunity /Size & Scope:What if the Messages are not Read?

9

Are we Audience Focused?

Semiformal

Chunk it down but giveme everything

Relevance to the bottomline and my rewards

Accept rules

Print, face-to-face, online tools and resources

Available; handy

As needed

Not Serious

Get to the point. What do I need to know?

Relevant to what matters to me

Openly questionauthority

Online; some face-to-Face, technology

Immediately when I need it

Whenever

Eye-catching; fun

If and when I need itI’ll find it online

Relevance to now, today, and my role

Ok with authority thatearns respect

Online, wired, wireless, seamlessly connected

Five minutes ago

Constant

STYLE

CONTENT

CONTEXT

ATTITUDE

TACTIC

SPEED

FREQUENCY

BOOMER(1946-1964)

GEN X(1965-1981)

GEN Y /Millenials(1982-2000)

WHERE WE ARE

WHERE WE NEED TO BE

Demographics of Audience

Gen YGen XBoomer

10

Concepts: Opportunities we’re seeking to trial

CONCEPT#1Implement Technology

Deliver strategic push communication at the right time for the right audience

1. Timely – available on a trusted schedule or as it happens for emergencies

2. Relevant to their job3. Tied to IQ/KM so information is at their fingertips4. Fun and eye catching5. Position information with the background6. Provide the right amount of information

CONCEPT #2Read/View Time

Give employees the time to know, understand, believe and act upon the information we deliver to them

1. Provide the time to read/watch/view the information

CONCEPT #3Build Communications Measurement Plan

Provide solid business and communications measurements that help:

1. Provide direction on proper vehicle depending on message type and urgency (long term)

2. Provide Business reporting on message effectiveness in obtaining business goals (long term)

3. Provide a plan for both current and Snapcomm messages in order to provide a common detonator to compare tools during pilot (short term)

10

11

Control Group

Pilot Group

289 employees

11

Concept 1: Pilot the Software

1.

Call Centre employees representing Customer Care, Technical Support and Sales

2.

×3. 4.

289 employees

12

Tool Initial Interest Description

Ticker • Scrolling ticker bar / RSS feeds, typically used to highlight information updates and breaking news

Alerts • Direct on-screen pop-up alerts, ensuring message cut through for important updates (Limited usage due to invasiveness of tool)

Snapmag • Tool to aggregate internal e-mails to reduce information overload. Push out

user generated content. Reduce the resource required to produce a staff e-magazine.

Quiz Tool • Delivered to the desktop and used to reinforce messages, assess comprehension and ensure front-line readiness

Pop-Up Survey • Delivered to the desktop typically used for benchmarking, temperature checks and measuring communications effectiveness

Screensaver messaging • Uses screensavers as digital signage to help raise employee awareness of key

messages

Interactive • Plug and play interactive discussion tool typically run and managed by non

technical business units. Variants include: blog, forum, helpdesk and Q&A(NOTE – May wish to use later!)

Reporting • In-depth reporting that provides metrics on click-throughs, views, quiz and survey results at Agent, TM, centre, and Business levels.

13

Concept 2: Pilot the Job Preparation Time

Provide employees with 15 minutes offline before each shift to read and review all relevant content they need

for their shift that dayAll content is tailored specific to audience group

14

Concept 3: Measurement Plan

Readership

Understanding

Adoption

Business KPIs

• Snapcomms: tracking the number of employees who opened the IQD and completed the quiz

• Email: tracking the number of people who opened the email

Readership – Pilot versus

Control

• Quizzing as part of the communications process to determine whether the messages have been understood

• Response rate for emails is low: no comparable data

Karen Volk Director, Knowledge

Management &

Communication

• Adoption of the Snapcomms tool – engagement with communications process versus email

• Surveying for message adoption in pilot versus control

Quiz for Understanding

Behaviour Change

Tracked against: Average Handle Time, Problem Resolution, Customer Satisfaction, Commissions

Tracking Business KPIs

Pilot Results – What Happened?

16

IQ Now

The information I get in the IQ Now is timely and relevant for my skill set and

I like having the urgent messages scroll at the bottom of my screen.

I really believe the information I receive in SnapComms helps me to be better prepared to support

customers.

6-Ju

n

13-Ju

n

20-Ju

n

27-Ju

n4-

Jul

11-Ju

l

18-Ju

l

25-Ju

l

1-Au

g

8-Au

g

15-A

ug

22-A

ug

29-A

ug

5-Se

p

12-S

ep

19-S

ep

26-S

ep

0%

20%

40%

60%

80%

100%0.99 0.971 0.98 0.97

0.931 0.960000000000

001

0.30.460.310000000000

002

0.440000000000001

0.50.4

0.22

Phase 1 Ends IQ Now - SnapComms Pilot Group IQ Now - Email Control Group

Pilot Study Week

Read

ers

hip

Rate

(W

eekly

Avera

ge)

Higher Readership in all LOBs

Readership

17

IQ Direct

6-Ju

n

13-Ju

n

20-Ju

n

27-Ju

n4-

Jul

11-Ju

l

18-Ju

l

25-Ju

l

1-Au

g

8-Au

g

15-A

ug

22-A

ug

29-A

ug

5-Se

p

12-S

ep

19-S

ep

26-S

ep

0%

20%

40%

60%

80%

100%

72%64% 64% 62% 64%

75%

64%74%

65% 65%61%

61% 62%55%

59%

46%

81% 83%89% 90% 90% 92%

80%88% 85%84%83%

55%

30%35%

30% 30%

Phase 1 Ends IQ Direct Email Control Group IQ Direct SnapComms Pilot Group

Pilot Study Week

Read

ers

hip

Rate

(W

eekly

Avera

ge)

SnapComms really gives me lots of useful and updated information which

helps in my daily job. Excellent tool!

I feel that it demonstrates that giving us the knowledge we need to do our job correctly is

valuable. I know I have up to date info.

Higher ReadershipReadershi

p

18

IQ Direct Quizzes

“SnapComms is helpful as it gives you enough time in your whole day to go through all new updates; and the best thing is it’s brief, exactly to the point and simple to understand .....the quiz is also helpful as it shows how much we understood after

answering the questions.”

60%

80%

100%

88%87%86%86%

78%

83%

79%

86%83%

81%84%

81%

95%

91%

94%

74%

81% 84%86%

Phase 1 Ends IQ Direct SnapComms Pilot Group

Pilot Study Week

Com

pre

hen

sion

Rat

e (W

eekl

y A

vera

ge)

Understanding

19

Behavior Change – Message Adoption

Throughout the pilot, we consistently surveyed reps on messages delivered.

For example, here are stats collected on a job procedure message – ‘Helping to reduce AHT with Onetime payment speed dial’:

Read and clearly understood the message

Received a call specific to the message

Helped them understand the benefits of

promoting self-serve as a onetime payment option

Helped them understand when to offer a

customer self-serve one time payment as an option

97%

77%

91%

87%

Adoption

20

Employee Satisfaction & Readership

I read a l l messages + 5 1 % ( 4 9 / 1 0 0 % )

Easy to understand + 1 4 % ( 7 4 / 8 8 % )

Conta ins Right amount + 1 4 % ( 7 4 / 8 8 % )

KM is easy to understand + 1 6 % ( 6 1 / 7 7 % )

Help me do my job + 1 % ( 9 0 / 9 1 % )

Relevant in format ion 0 % ( 9 3 / 9 3 % )

Adoption

21

Business Key Performance Indicators

AVERAGE HANDLE TIME CUSTOMER MEASUREMENT

PROGRAM

April

June

Aug

PilotControl

KPIs

• Technical support’s pilot group consistently achieved higher scores in problem resolution

• Customer Care’s pilot group performed better in problem resolution, and overall satisfaction in July and August

• Sales team’s pilot group consistently achieved higher scores in helping customers choose the right product for their needs.

RESOLUTION RATES

• Modest improvements in Sales and Technical

• Customer Care’s pilot group had a statistically significant improvement in Problem Resolution in July

22

Business Key Performance Indicators

COMMISSIONS EMPLOYEE SATISFACTION

PIKPIs

Feb '11 Mar '11 Apr '11 May '11 Jun '11 Jul '11 Aug '11 Sep '11

Phase 1 Ends (August 15, 2011)

Lift in Average Monthly Commissions: Pilot Versus Control

Lift in Average Monthly Commissions - Gen X Pilot Versus Control

Lift in Average Monthly Commissions - Gen Y Pilot Versus Control

Overall Satisfaction with the Snapcomms tool

• IQ Direct Magazine Style 95%• IQ Quiz 90%• IQ Now Ticker 86• Offline time 96%• Outage Notification 86%• Message History Window 83%

%

23

Feedback about…

“SnapComms is helpful as it gives you enough time in your day to go through all new updates and, the best thing is the information is brief, to the point and easy understand. The quiz is also helpful as it

tests how much we understood.”

“This is a great idea as I have access to the information I need to work better. I have

improved my resolution rates because I get information faster and I am able to deliver it to

the customer sooner. The SnapComms pilot made it easier for me to find information.”

24

Apr 10, 2023

24Program Overall

WE WILL NOT ACCEPT A PER YEAR MARKET

SHARE DECLINE!

WE WILL AGGRESSIVELY DEFEND OUR CABLE BASE!

WE WILL AGGRESSIVELY COMPETE FOR

MARKET SHARE!

Employees Satisfaction

High Readership

Proven effective on

KPI

Questions

Nicola HansonNicola.hanson@rci.rogers.comSenior Manager, Knowledge Management Content & CommunicationsLinked In: www.linkedin.com/in/nicolamariehanson(416) 562-2013