Rogers Communications plans to launch a loyalty rewards program this year as part of a bid to improve its relationship with customers.
Outgoing CEO Nadir Mohamed said Tuesday the wireless, cable and media company needs to improve its customer service “significantly.”
We “will actually further work to reinforce this idea that we value our customers (and) we reward our customers for staying with us,” he told reporters in Toronto, before the company’s annual meeting.
Some longtime customers have turned to the customer service department to request discounts on their payments. They want the company to demonstrate that the company “values their tenure,” he said.
While details of the rewards program weren’t revealed, a broad range of the telecom company’s services will be recognized in the program. It will also extend to its banking and credit card services, which are expected to launch sometime this year.
“There’s many things that tie in, but it’s front and centre for us,” Mohamed said.
A launch date wasn’t revealed though representatives for the company said an announcement will happen in the near term.
During his speech to shareholders, Mohamed said the company will focus on resolving the top reasons for customer calls. He said Rogers needs to help customers understand what they get when they sign-up.
The call for an improvement in customer service echoes comments he made when he took over the top job from company founder Ted Rogers in 2009.
Mohamed is stepping down as chief executive in January next year.
On Monday, Rogers reported a 15% increase in first-quarter profit, helped partly by more subscribers upgrading their smartphones.
However, the company’s stock was down about $1.81 to $50.27 on the Toronto Stock Exchange.
