Lithys 2018: Rogers - Social Support Champion

Lithys 2018: Rogers - Social Support Champion

Company: Rogers

Company background: Rogers is a leading diversified Canadian communications and media company. We are Canada’s largest provider of wireless communications services and one of Canada’s leading providers of cable television, high-speed Internet, information technology, and telephony services to consumers and businesses. Through Rogers Media, we are engaged in radio and television broadcasting, sports, televised and online shopping, magazines, and digital media. Our shares are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and RCI.B) and on the New York Stock Exchange (NYSE: RCI).

Contact: Margaret Tsuji

Title: Senior Manager, Digital Care

Related URLs:,,

Lithy category: Social Support Champion

Our organization’s social customer service initiatives in 2017-2018:

  • Best-in-company customer satisfaction and resolution rates
  • Operationalize Social Media Support with full support from Capacity Planning, Workforce and Quality Assurance teams
  • Organize ourselves to create one Digital Care team to be able to leverage a digital workforce across social, live chat and SMS


1. What was the most important customer issue you were looking to solve via your digital technology (e.g. community and/or social media management platform)?What makes your approach to customer satisfaction a gold standard in the industry?

As the first company in the world to provide support on Facebook Messenger, we are constantly seeking out new ways to ensure we are relentlessly working to deliver a world-class customer experience in social media support at Rogers. We adapted support models so customers can get service on the social platforms where they already spend time.  We recognize that our customers are busy and their time is valuable, so we want to make it easy to business with us no matter where and how they choose to get in touch.

 In order to continue on our journey, we worked closely with support teams like Capacity Planning and Workforce Management to help us operationalize our team.  These support teams were used to working with voice and live chat teams and they spent countless hours learning 'social' (i.e. asynchronous conversations, public vs. private conversations, etc.) and Lithium SMM.  While it took some time to get everyone up to speed, we have achieved a level of operational maturity consistent with other customer contact groups within Rogers. 


We have heavily leveraged Lithium's dashboards and smartviews to slice and dice the data needed to make operational decisions such as forecasting and scheduling.  We’ve also shared our dashboards with our executives and Workforce teams.  The shared dashboards allow others in the company to see exactly what customers are talking about and gives us the ability to alert appropriate teams when issues begin trending.  The Analytics function within Lithium allows us to provide meaningful information to numerous cross-functional groups on a real-time basis in order to continuously improve the customer experience.

We have been fortunate enough to connect with amazing brands around the world.  In our regular best-practice sharing meetings, we’ve come to realize that social support does not mean the same thing everywhere else.   From our conversations, we’ve learned that we are the only telco offering fully secure authentication IN CHANNEL.  Rogers' own authentication system uses bank-level encryption and leaves no identifying data on a Facebook or Twitter.  While other practitioners provide minimal account-level servicing in channel (and tend to move customers to a live chat), we are a one-stop shop for absolutely any and all customer service issues on Facebook and Twitter.  Furthermore, we have universal agents within our team to support our one-stop shop model.  There is no need to escalate to a manager or a tier 2 technical support team; we do it all.  Our team is empowered and enabled to provide best-in-class customer service whether it’s processing a hardware upgrade for a wireless device or rolling a truck to deal with a cable issue.  And, in the spirit of continuous improvement, we’ve deployed a fully customized quality program working collaboratively with our partners in Quality Assurance at Rogers. 


For 2018, we have focused our efforts on bringing together our digital teams at Rogers.  For the first time, our social support team, live chat team and SMS team are now one big family.  This allows us to:

  • Develop a cohesive strategy to provide consistent support to our customers in the digital world
  • Take advantage of larger workforce to support customers during peak periods
  • Share the best practices and processes from across the various channels to create a smoother and more seamless experience for our digitally inclined customers
  • Gain a better understanding of where and how our customers use our various digital channels and their preferences for specific communication options
  • Cross-pollinate our frontline team members and leadership teams across the differing digital channels to create greater understanding and awareness of the opportunities and strengths of SMS, Live Chat and Social.


2. Please share customer satisfaction metrics, both qualitative and quantitative, as well as agent and response time metrics(e.g. CSAT, decreased customer complaints, call deflections, agent SLA, manual processes eliminated)


Our innovations with social media support have resulted numerous successes such as:

  • First time resolution rates and customer satisfaction rates are the highest across all customer contact channels
  • Lowest transfer rates in the company