Rogers Launches “National Reservation System”

This week, Rogers has launched a new free online service for existing customers called the “National Reservation System for Wireless Devices”.

The premise behind the service is that instead of customers having to wait in long lineups for high-demand devices, or having to repeatedly call Rogers, customers can now secure the order online via MyRogers (Rogers.com) by clicking on a “waitlist button”.

“The National Reservation System is a self-service ordering tool designed to improve the customer experience. NRS will support the pre-ordering and waiting list of select devices and accessories for existing customers via My Rogers on rogers.com. This means that for popular devices, that are sometimes in low supply, customers can secure a place “in line” for the next available device without having to visit a store or call us.”

Once the device is picked up, the standard in-store activation process applies. On the surface, this is amazing news for new iPhone launches, as customers may now be able to reserve a device.

Knowing Rogers however, this new initiative will either be executed perfectly or completely destroy the customer experience. Based on previous Rogers blunders, I have to be slightly skeptical with this online tool. We’ll see.