Customer Service Management of Rogers Cable Inc of Canada Essay

Customer Service Management of Rogers Cable Inc of Canada - Essay Example The deregulation of the media and communication industry brought the major challenge before the monopolistic RCI. The Canadian Telecommunication Act of 1993 was governed by three principles; the universal service, fair treatment of the customers and interconnectivity of networks. This marked the arrival of a competitive market in the industry. There was a need for RCI to survive among the potential competitors like Bell Canada. As the customers of RCI will be thrown open to various options, there was an urgent need to retain them. Consequently the customer service of RCI was facing a severe test. Hence the company conducted a refined analysis in regard to its customer service. The analysis revealed the critical condition about RCI’s service issue. The analysis produced that there was a significant number of repeat service calls after the installation. An in-depth analysis conducted on a sample of 100 customers confirmed that 20% of them had a repeat work. After considering the historical data it was observed that 16% of the repeat works were done in the houses which had a new (within the previous 30 days) installation. This called for the need to revise the prevailing customer service system which threw light on the cause of such considerable repeat work. The prevailing system, which was followed by RCI in fixing the technical problems in households, involved outsourcing of service technicians. Since the demand for service technicians is seasonal, RCI opted for outsourcing.... The analysis revealed the critical condition about RCI's service issue. Cause of Poor Customer Service The analysis produced that there was a significant number of repeat service calls after the installation. An in-depth analysis conducted on a sample of 100 customers confirmed that 20% of them had a repeat work. After considering the historical data it was observed that 16% of the repeat works were done in the houses which had a new (within the previous 30 days) installation. This called for the need to revise the prevailing customer service system which threw light on the cause of such considerable repeat work. The prevailing system, which was followed by RCI in fixing the technical problems in households, involved outsourcing of service technicians. Since the demand for service technicians is seasonal, RCI opted for outsourcing. Among all the technicians only 18 % constituted RCI's cable employees. This caused a communication gap between the Cable technical Support area of RCI and the outsourced technicians. Due to this communication gap the technicians were unaware of the urgency of fixing the problem in the customer's house. The company lacked a central system that will connect the outsourced companies for technicians with RCI. While focusing on the outsourced technicians a major fault was noticed in their skill set and tools for problem fixing. The technicians were not educated about the new Roger products and didn't have sufficient technical tools to carry out a successful problem fixing. Solution to the Problem The company after analyzing the problem initiated a program across the organization named FTR (First Time Right). The objective of the program was to spread quality awareness about RCI. Trial The program was experimented over a team