Company CEO Unveils ‘Rogers 3.0’ Plan for “Overhauling the Customer Experience”


Rogers wireless logo

The shake up at Rogers has started and now CEO Guy Laurence has announced ‘Rogers 3.0’, a plan aimed at growing the company and revamping the customer experience as ‘One Rogers’.

Rogers 3.0: A comprehensive plan

Rogers 3.0 is a long-term plan that reflects feedback from thousands of customers, employees and shareholders. It builds on the underlying strength of the company to identify and capitalize on opportunities for growth and innovation. It will be based on seven strategic priorities:

  1. Be a strong Canadian growth company
  2. Overhaul the Customer Experience
  3. Drive meaningful growth in the business market
  4. Invest in and develop our people
  5. Deliver compelling content anywhere
  6. Focus on innovation and network leadership
  7. Go to market as One Rogers

The plan says the company will reorganize around their customers, with all customer experience units reporting directly to the CEO. Laurence acknowledged in a statement the company had “neglected” customers and growth and innovation has fallen behind:

“The mix of assets, the culture of innovation and depth of employee pride is extraordinary. But we’ve neglected our customers, and we’ve let our legacy of growth and innovation slip. The plan I’ve laid out will significantly improve the experience for our customers and re-establish our growth by better leveraging our assets and consistently executing as One Rogers.”

Along with the 3.0 plan, a new management structure has been put in place (with an ongoing search to replace interim leaders):

  • Consumer Business Unit: Rob Bruce, President
  • Enterprise Business Unit: Larry Baldachin*, President (interim leader)
  • Media Business Unit: Keith Pelley, President
  • Customer Experience: Mike Adams*, Chief Customer Officer (interim leader)
  • Brand Management: Dale Hooper, Chief Brand Officer
  • Strategy, Wholesale & Development: Frank Boulben*, Chief Strategy Officer (interim leader)
  • Corporate Affairs: Phil Lind, EVP Regulatory and Vice Chairman
  • Legal: David Miller, Chief Legal Officer and Secretary
  • Human Resources: Jim Reid, Chief Human Resources Officer
  • Finance: Tony Staffieri, Chief Financial Officer
  • Information Technology: Linda Jojo, Chief Information Officer
  • Network: Bob Berner, Chief Technology Officer

Ask anyone about dealing with Rogers customer service and good chances are they’ll tell you a story or two (or more) about horrible and painful experiences; the company’s reputation has been hit hard over the years due to lack of consistency when it comes to customer service. Last fall’s CCTS report saw Rogers and Bell make up 56 percent of filed wireless complaints, while Telus had just over 6 percent.

I’ve experienced unfortunate Rogers customer service myself in the past and it’s a good sign for customers the new CEO is tackling this head on. Let’s wait and see what positive changes come out of this.


  • Jake

    Hopefully that means you don’t transfer me to 5 different people with a single question… each one saying they aren’t the correct department and sending me to some other random person.

  • Dan Kennedy

    what does “go to market as One Rogers” mean?

  • This comment just brought up scary thoughts I managed to suppress years ago.

  • Gerry

    “Do not mislead customers with inaccurate information” should be on the list. I just got off the phone with the asst. Manager in regards to my case.

  • Al

    I’m not going to “wait and see”. My contract is up early this fall and unless they suddenly boost the signal in the towers in my region (which I’ve been begging them to do for over a decade), I’m switching back to Bell (shudder) who have towers just as close, but are several times stronger.

  • FragilityG4

    As bad as Rogers is, Bell is far worst.

  • youreallyhavenoclue

    Only talk to retentions, for anything. They are the only people I speak to as they are the only ones with any real ability to make real changes to your account.

  • youreallyhavenoclue

    Blah blah blah listening to customers blah blah blah. Just lower the fucking prices already along with the other two big companies.

  • Samantha

    Awesome could not have said better myself! Thanks. Sam

  • xxxJDxxx

    About as much as the rest of that vague nonsense.

  • Riddlemethis

    That’s a mighty big assumption Gary you’re making…..assuming there WILL be positive changes for the consumer. I am actually rather shocked you’re that naive.

  • Riddlemethis

    The problem is EVERYONE is calling retentions. Your call is now screened on many different levels, If you’re one of the lucky ones, you will be transferred to retentions when you ask.

  • Riddlemethis

    Psychologists charge about $120 an hour, and the good one’s don’t recommend medication. Time to make the call next week 😉

  • Riddlemethis

    They’ll be changing their name….like that’s going to instill trust with the consumer.

    First it was Cantel, then Rogers AT&T, then Rogers, soon it’ll be One Rogers.

  • I’m giving the company the benefit of the doubt, instead of holding a pessimistic view things will deteriorate. Like I said, we’ll wait and see.

  • canadianrealist

    Rogers has got to be one of the worst corporate enviroments to work for. The rounds of lay-offs over the last couple of years has left everyone at the edge of their seat, wondering when the guillotine will come for them. And it does, only to be replaced by someone making a lot less. And rinse and repeat. This is why Rogers will never care about customers – they don’t care about their employees. Why would I want to support that, on top of everything else, with my hard earned money?

  • Peter Pottinger

    Ah, good old corporate rhetoric, sadly we all know this to be a bunch of lies and half-truths.

  • youreallyhavenoclue

    I just use the phone tree to cancel services. Once a human is on the line I confirm it is retentions before I bother explaining what I want. Best of luck!

  • Riddlemethis

    There is a difference between an optimist, a pessimist and a realist. Realistically and statistically it ain’t going to happen. Trying to convince yourself otherwise only sets you up for hurt.