snapcomms roi-case-study-rogers
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TRANSCRIPT
SnapcommsPilot ReviewJanuary 23, 2012Snapcomms Review
Job PreparationCase Study
MAY 1, 2012
Nicola Hanson
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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.
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Job Knowled
ge
Company
Knowledge
Overlapping scope will result in consistent /collaborative communications
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n
Content & Communications
CorporateCommunications
Training
Rogers Communications – KM Content & Communications
Field Operation Employees
(3,500 +)
Call Centre Employees(10,000 +)
In-Store Employees
(6000+)
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Content & Communications
Business ObjectiveStreamline operational communications, simplify
messaging and increase compliance and comprehension
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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
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How Much Information are employee reading?
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* 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
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What does it cost to read 93,334 words?
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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
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Opportunity /Size & Scope:What if the Messages are not Read?
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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
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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)
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Control Group
Pilot Group
289 employees
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Concept 1: Pilot the Software
1.
Call Centre employees representing Customer Care, Technical Support and Sales
2.
×3. 4.
289 employees
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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.
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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
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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?
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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
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20-Ju
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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
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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
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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
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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
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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
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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
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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%
%
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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.”
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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 [email protected] Manager, Knowledge Management Content & CommunicationsLinked In: www.linkedin.com/in/nicolamariehanson(416) 562-2013