Abstract The rapid growth and use of smartphones has changed customer behavior and their expectations interacting with different business providers. Businesses must consider adapting their organization and channels through which they engage with and support customers in order to meet their evolving needs. Embracing ‘over the top’ (OTT) services such as instant messaging platforms offers one such mechanism to engage with customers. Such platforms can meet individual, people-based needs and provide both parties with a fast and convenient channel through which they can interact with one another. In light of these trends, this paper discusses how Rogers Communications has adopted an array of online tools, apps and people-based platforms, such as Facebook Messenger service, to meet rising customer expectations and transform into a more customer-centric organization. Digital transformation for telecom operators Adapting to a customer-centric, mobile-first world 1