Essay On Rogers

ROGERS

Vs.

WIND MOBILE

Prof. James Everard

Submitted by:

Gagan Verma 825-058-316

Parshant Dabas 823-335-203

Ashish Gahlot 824-010-375

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Interaction Complexity (Low to High)

ROGERS

Canada’s most dynamic communications and media company Rogers was founded by Ted Rogers in 1960, and its roots were in radio with CHFI. Headquartered in Toronto, it is by far Canada’s largest wireless carrier with 9.5 million subscribers as of 2013 along with a revenue of $7.3 billion. Rogers Communications has Rogers Wireless as its wholly owned subsidiary. Services such as wireless communications, cable television, telephone and internet connectivity are provided with ample mass media equipments. Major competitor is Bell Canada along with Telus, Shaw communications etc. CEO and Chairman are Guy Lawrence and Alan Horn respectively. The target market includes business, households, students and anyone who would use mass media in Canada today.

When we take a look at the CRM of Rogers, it has proven to be very effective at maintaining and capturing it’s customers till date.

The reasons for place Rogers in 3rd quadrant are as follows:

1. Use of Amdocs CRM: In June 2006, Rogers announced that it would implement Amdocs CRM across cable, wireless and telecom lines of business. This was the ICM (Integrated customer management) Strategy which was adopted to serve about 10 million customers enabling all to receive consistent experience throughout. This investment and concern towards satisfaction of customers places Rogers in a highly customer oriented position which has lead to a lot of profits, expansion of the company, loyal customers and customers who are willing to pay much more for Rogers as compared to Wind Mobile

services.

2. Very large customer base: With subscribers over 9 million across Canada, Rogers serves as the largest telecommunications service provider today. Compared to any other in the industry is has the largest growing customer base on an average along with a promise to take the organizations it works with into the future due to its dominant and powerful market position.

3. Superior service and technology: Rogers uses Amdocs to carry out CRM, along with it success stories have described how it has been achieving maximum customer count and ever growing loyalty from not only households and students but also from big business organizations. The third quadrant denotes high customer interaction and complexity which has been achieved by Rogers.

LOYALTY PROGRAMS

ROGERS FIRST REWARDS: Rogers offers various loyalty programs to its eligible customers in order to keep them happy and connected for a long term. One of them is ‘ Rogers First rewards’ in which subscribers get rewards for every dollar being spent for every eligible Rogers service falling into 3 levels which are silver, gold and platinum in which subscribers get 1, 1.5 and 2 points respectively. These rewards are made easy for redemption through smart phones, desktops etc. These programs keep a track of customer demands, usage and habits so that the company can accordingly offer further promotions to the exact customer.

STUDENT LOYALTY PROGRAMS: Rogers offers special plans and rewards to students with a variety of packages and deals making it very affordable and attractive leading to long term relations being formed. With technology to capture student habits, track their usage and locations, the company has been very successful at grabbing this section of the target market. This also applies to household as various packages and reward programs are offered in localities with similar usage and demand patterns.

HANDLING BUSINESSES AS THEIR CUSTOMERS

Various factors come into play when a telecommunications serves individuals, families along with big and small business organizations as their subscribers. Providing high speed services to organizations as well as governments surely places Rogers at a very dominant and powerful position in the Canadian market.

Firstly, the CRM technology being used by Rogers has made it possible to capture the minds of students, households as well as large or small corporations. The high count of present subscribers and huge capacity to handle them has been mainly due to an efficient CRM team, Amdocs as the technology and continuous stress over what customers want.

Secondly, Rogers services are of high quality and complaints are taken care off as much as possible. Comparing to Wind Mobile for instance, Rogers mobile signals, data connection and speed are way more superior. Even though prices offered are comparatively high, customers feel less of discomfort while using Rogers due to it’s already established image of better services and satisfaction. This has further enabled many firms to come into contract with Rogers Communications to provide its services for their functioning.

WIND MOBILE
Wind mobile is a Canada based telecommunications provider and is operated by Globalive Communications. Initially, On December 2009, the target of the company to launch mobile data and voice services was in the Greater Toronto and Hamilton area, Ontario and since then Wind mobile company has aimed southern Ontario being its main area of expansion: Ottawa and the most recent is Brantford in July, 2014. Wind mobile has its own frequency. It provides various devices for use on its own network including Feature phones, Smartphones, and mobile Broadband modems. The main target group of this company is the whole community of international students. With 80,000 active users, Wind mobile is Canada’s vible fourth player mobile operator as of December 2014.

Reasons for putting Wind mobile at quadrant 1 are as below:

1.) Wind has less wireless subscribers, which is 7,41,000 which is a very low customer count as compared to other wireless providers.

2.) Wind has its own frequency, which is 1700 MHz frequency, which is used by the smaller Canadian mobile companies. Thus, devices that support AWS LTE but not AWS HSPA+ (High Speed Packet Access) are not compatible with Wind’s network.

3.) Customer interaction and interaction complexity are very low due to very few loyal customers as dissatisfaction prevails after people subscribe due to attractive low prices being offered and do not get good quality services as promised.

Some of the facilities provided by wind mobile are:

1.) No term contracts,
2.) Smart phones from $0
3.) No hidden fees,
4.) Unlimited US roaming
5.) International calling from 1cent /min
6.) Better Together Savings
7.) Coast to coast coverage

Wind also offers some saving options like WindTab, Wind Trade-In and brings your own phone.
LOYALTY PROGRAMS
In spite of these options of savings, wind goes back to zero when it comes to the loyalty programs. Wind has not launched any loyalty programs till now, which is a drawback for the company. The customers who are using Wind cannot be retained if there is no loyalty program. So wind is planning to launch a loyalty program called “WindDollars”. Nothing is specified as to what that word means. This word pops up when scrolling down the tab. This word clearly shows that the wind loyalty program is around the corner and it should be launched soon as without loyalty programs customer interaction is less effective. Furthermore, Wind has a customer retention program called “ Irresistible 35 “. This program is offered to the customers who are considering cancellation or have cancelled their wind contracts or plans. It is an attempt to gain back the business. But chances are very low to win back those customers without loyalty programs.

• As discussed above Wind has a less customer interaction. According to the reviews of the customers, the sales representatives are not trained enough to solve the queries and not able to answer well.
• Not only that, Wind has no coverage outside its area.
• When you enter any Wind store, you can see very less verity of devices inclusive of Huawei, BlackBerry, Samsung, and HTC. Thus, customers are not very much attracted to Wind due to lack of Smartphones.
• Wind has no official presence in the province Quebec unless it partners with Videotron on the future.

THE “CRM ACTIVE” FIRM THAT IS DIFFERENT FROM THE “NON CRM ACTIVE” FIRM IN OPERATIONAL TERMS

 USE OF INTEGRATED CUSTOMER MANAGEMENT STRATGEY: Rogers uses ICM to create more stronger, profitable customer relationships. Implementing Amdocs CRM soft ware across cable, wireless and telecom lines of business has made Rogers the largest telecommunication service provider whereas Wind as not made any equivalent efforts and has even failed to capture the required market share in Canada.
 SUPERIOR TECHNOLOGY: Rogers was the first one to launch next-generation LTE wireless network. Wind Mobile doesn’t eve support it on its devices. This has led to Wind providing slow speed and low quality services in cable, internet etc. as compared to Rogers which further weakens control over customer relations. Even mobile phones available at Wind Mobile stores are not in a variety of options whereas Rogers provides almost all. Apple being the main attraction to subscribers in present day has hardly been seen at Wind Mobile stores.
 CUSTOMER ORIENTED: Rogers has been very successful in understanding the various subscribers’ demand all over the country which varies from students to households to organizations. Very attractive packages, customer service, good quality signal strengths etc. have been maintained throughout. Reward programs have encouraged loyalty whereas Wind mobile has attracted various new comers by offering low prices but results have not shown to be so successful.

CONCLUSION

A complete understanding of our customers is the key to market capturing these days. The evolution from a traditional market economy to a customer oriented economy is only due to the reason that customers form and manage the demand and that a company can only function if it understands the prevailing demand. Hence, Rogers being at a very high profitable end has established a very strong position in the Canadian telecommunications market whereas Wind mobile not being a direct or close competitor in the same industry is also working towards the same. Placing Wind in the 1st quadrant and Rogers in the 3rd are mainly due to the differences in CRM in both the companies. Wind targets a smaller portion of the market inefficiently as compared to Rogers which handles Students, households as well as medium and large sized business organizations. Further, the differences in the wave lengths, frequencies, CRM soft wares, management etc. has led to Rogers having loyal, satisfied and a wide variety of subscribers as opposed to those of Wind.

BIBLIOGRAPHY

http://en.wikipedia.org/wiki/Rogers_Communications
http://www.amdocs.com/news/pages/rogers%20communications%20selects%20amdocs%20crm%20to%20improve%20customer%20experience.aspx
http://business.financialpost.com/2014/07/24/rogers-communications-inc-profit-drops-24-as-revenue-growth-slows/?__lsa=4969-5c25
https://www.google.ca/search?q=rogers+COMMUNICATIONS+vs+competitors&rlz=1C1CHWA_enCA593CA599&espv=2&biw=1366&bih=667&source=lnms&tbm=isch&sa=X&ei=TVnZVMDdMMaqNuvcg8gO&ved=0CAcQ_AUoAg#tbm=isch&q=rogers+COMMUNICATIONS+GRAPH&imgdii=_&imgrc=fbDvuuRfNBBDRM%253A%3Br1d-SX064ZJMtM%3Bhttp%253A%252F%252Fstatic.trendshare.org%252Fimages%252Ffcf_charts%252FRCI.png%3Bhttp%253A%252F%252Ftrendshare.org%252Fstocks%252FRCI%252Fview%3B500%3B300
https://www.google.ca/search?q=wIND+MOBILE+PERFORMANCE+AND+FAILURES&rlz=1C1CHWA_enCA593CA599&espv=2&biw=1366&bih=667&source=lnms&tbm=isch&sa=X&ei=NlrZVPSwN8i6ggT84oLABQ&ved=0CAgQ_AUoAw#tbm=isch&q=wind+mobile+vs+rogers&imgdii=_&imgrc=FCIOVS38qhecnM%253A%3BphrOIOCvt_E-ZM%3Bhttp%253A%252F%252Fwww.montrealites.ca%252Fmontrealites_business%252FRogers.png%3Bhttp%253A%252F%252Fwww.montrealites.ca%252Fcgi-bin%252Fmt%252Fmt-search.cgi%253FIncludeBlogs%253D123%2526tag%253DKoodo%252520Mobile%2526limit%253D20%3B414%3B320
http://en.wikipedia.org/wiki/Wind_Mobile
http://mobilesyrup.com/2012/06/16/wind-mobile-planning-to-launch-loyalty-program-called-winddollar/