Canadian Wireless Carriers Are Focused on Improving Customer Service and Network Quality

Wireless carriers in Canada are constantly competing for your business, however, it has little to do with offering you the best or lowest prices. Instead, the big three Canadian carriers are focused on improving areas like customer service and network quality and reliability.

Improving customer service has certainly worked for Telus, which attracted 113,000 new subscribers in the last quarter, according to its quarterly results released on Thursday. Bell and Rogers also attracted 92,000 and 17,000 new customers respectively, during the past quarter.

Bell’s vice president of regulatory law Jonathan Daniels said that customers are attracted to networks that can provide a better service, making people choose quality over price. Michael Geist, a law professor at the University of Ottawa, said:

“Whether it’s perception or reality, this is a marketplace that offers very little choice, or at least very little differentiation other than on things like customer service. Some may well choose on that basis, but I do think … consumers would like to see more choice in terms of price.”

networkJoe Natale, the CEO of Telus, argues that a wireless carrier cannot only rely on low prices to succeed in the marketplace. If the customer experience, whether its through customer service or network quality, is not acceptable the customer will not stick around for a long time.

“Price alone will not get you success in the marketplace. Price is a fleeting advantage. We see that in so many other consumer categories. You may jump to a particular product because of price, but if the experience is horrible, if the interaction is lacklustre, you won’t stick around for long.”

Rogers CEO Guy Laurence, who was brought in late last year, has identified customer service as the main problem in the wireless industry. Laurence has developed a plan which will reportedly solve these issues over time. As a part of the Rogers 3.0 plan, the carrier acquired Google VP Deepak Khandelwal to help improve the customer service experience.

[via The Globe and Mail]

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  • BrodieTheDog

    This is all fine and dandy but how about some real value. Like more affordable plans with better data packages.

  • Al

    Sign in a store window…

    Quality
    Service
    Price
    Pick two of the above

    Well, they suck at service, so they owe us better pricing.

    And if they do improve service, the FACT is, they are still over-priced beyond reason.

  • guest

    I was with Fido and their service is so horrible that I don’t care what quality or price they offer, I needed to LEAVE. Period. I’m with Telus now, and I’m happy.

  • Canucksgoal

    I have been wih Fido around15 years. Maybe more. That’s before Rogers bought it out. I have not called them more than 10 times I think and never had any real problem with them. I had tried Kudo and Wind in between those time (I bought their SIM cards and plans outright just to give them a go.) and have always turned back to Fido afterward.

    Unless somehow they mess up my 6Gb LTE data plan, I will never leave. They even let me upgrade to iPhone 6 with my current plan. 🙂 I am happy.

  • Mac Mekawi

    Is it April 1st already?!

  • Chrome262

    They let me keep my 6 gigs as well when i renewed last year, and with fido dollars got two 5s for 100 bucks. and they improved my calling plan as well. I guess if you are a long time customer they treat you right. But it would still be night if all these guys offered the 6 gig normally, data plans now suck big time.

  • Anon

    Customer service AND pricing go hand in hand. You can’t improve one and ignore the other. People are still going to be pissed off about paying a huge monthly bill, no matter how “nice” you are.

  • FragilityG4

    “Price alone will not get you success in the marketplace”

    Why not try and see?

  • R3t51W

    When prices are low, and there are few billing issues, there will be fewer problems. Fewer problems lead to fewer customer complaint and contacts. Customer service will then not be an issue. Quality of the provided service is not a subjective issue and if the service is not reliable for the client, people will look for substitutions.

  • fako namo

    They’re focused on money. Bell is now charging for replacement SIM cards. Even if they install one and it doesn’t work. Five dollars. Every time.