The role of digital in customer-led transformation Canada is a highly mobile-connected market. 70 per cent of people have access to at least one smartphone and 11 more than half of these devices were purchased within the last 18 months. In 2015, Canada recorded the fastest 12 average 4G connection speed across the G7 economies. Access to cutting-edge devices operating on high speed networks enables sophisticated consumption behaviors. Onethird (36 per cent) of Canadians use instant messaging apps at least once a week, with women far more likely (45 per cent) than men (26 per cent) to do so. 17 per cent of people indicated they used instant messaging more frequently in 2015 than in 2014, in addition to traditional SMS messages. The majority (55 per cent) of people said they sent about the same number of SMS messages as they did the previous year and only six per cent said they had sent fewer. Rogers 3.0 Rogers Communications is a diversified Canadian communications and media company. They are Canada’s largest 13 provider of wireless communications services (with 9.8 million customers ) and one of Canada’s leading providers of cable television, high speed internet and telephony services. In 2014, Guy Laurence, President and Chief Executive Officer of Rogers Communications, launched Rogers 3.0, a multi-year plan to revitalize the company’s legacy of innovation and growth. The plan is centered around delivering an enhanced experience for their customers and re-establishing growth by better leveraging its assets and 14 consistently executing as ‘One Rogers’. Overhauling the customer experience is a key priority behind Rogers 3.0, led by Deepak Khandelwal, Chief Customer Officer; a unique position within the Canadian telecom market focused on all customer experience functions including service strategy, customer call centers, field operations, go-to-market and online customer channels. In addition, the company made a $100 million commitment in 2015 and another $100 million in 2016 to 15 customer experience improvements overall. Rogers adapted its support models to customers’ mobile and digital habits so they get service on the channels where they already spend their time. These channels include: Community Forums, Live Chat, MyRogers app, Facebook, Messenger and Twitter. Rogers has enabled customers to reach Rogers customer care agents via Messenger through a continuous chat, so they can ask questions, make changes to a plan, update accounts, set up a new line and more. Customers have the ability to respond at their convenience and keep track of the conversation just like they would with their friends. Messenger chats are conducted on a secure server, and customer account information is provided through an authenticated form, which uses bank-level encryption. In fact, this is the same form Rogers already used for its online chat system. Rogers is the first and only Canadian telecommunications provider offering customer service 16 via Messenger service to its customers. Rogers re-designed and developed its MyRogers app – that provides customers with access to billing details, device usage, and support. Available within the MyRogers app, DeviceAid is a new self-service tool that allows customers to ask support questions and quickly diagnose, analyze and resolve common issues, all without speaking with a customer care agent. If a customer wants to contact a live agent, they can start a chat seamlessly within the app. Digital transformation for telecom operators Adapting to a customer-centric, mobile-first world 5