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Email CollectionJob Aid

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Email is, without doubt, one of the most revolutionary enhancements made to modern communication in the last several decades. Its flow, speed, and functionality for data exchange and document exchange have been a real boon to strengthening customer relationships.On the other hand, if you cannot organize this powerful tool effectively, it can bring you some troubles too. Still, can you imagine life without email?

Why Rogers/Fido encourages customers to register to Online Billing and why we ask for e-mail address?• Supports a corporate-wide effort to move to digital communications• Facilitates significant cost savings (vs. traditional communications channels such as print)• E-mail addresses on file allow order confirmations to be sent along with information about special

offers/promotions to customers as well as financially impacting changes made to a customer’s account via e-mail.

IQ LinksConfirm Email AddressUpdate and Validate Contact Information

The average cost of a printed and mailed communication is $1. This compares to about $0.08 for an email communication.

Email Collection is Important

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Email Collection – When to ask?

Rogers listened to 100 calls to get a better understanding why our email collection efforts have not resulted in a 100% collection rate.

• In all 100 calls listened to during this study, customers who refused to give their email address to an agent do not volunteer a reason for the refusal . o Therefor it is important to probe the customer and use the positioning that is available in IQ.

Asking for a customers Email Address at the End of a call is more effective than asking at the Start of the call!

Adding a Customers Email (Success Rate) Confirming Customers Email (Success Rate)

Beginning of Call End of Call Beginning of Call End of Call

19% 31% 57% 89%

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Benefits of Email CollectionCUSTOMER ROGERS

• Receive email confirmations for service/feature and hardware changes.

• Information at the customers fingertips• Improve the customer experience• Stay up to date with Rogers Sales and

Promotions• Customized communications tailored to each

customer• Keeps the customer up to date on current

events• Account management, customers can easily

organize emails

• Reduce Repeat Calls• Service levels improvements• Reduce customer churn• Significant corporate savings in paper costs

Email Collection – What are the benefits?

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Every 3 months the Reconfirm Email indicator in ICM will switch to “on”.When it does you are required to ask the customer for their email address.

Why is it so important to confirm the customers email address if the Reconfirm Email indicator is on?• We want to ensure that the email address we have on file for the customer is current. Customer will be able to

receive all the benefits of having an up to date and current email address on file.

Customers change their email address for many reasons• Name Change• Starting a New Business• Escape Junk Email• More Email Space• Better Email Service

IQ LinkReconfirm Email Indicator

One in three people change their email address once a year, due to changing ISPs, switching jobs or just trying to out-run the spammers.

Reconfirm Email Indicator

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The Reconfirm Email Indicator applies to any level contact calling in when the indicator checkbox is checked.

The following 5 options are presented in the View contact Window• Declined –Customer Refused to provide• Invalid – Email provided is invalid (do not select)• No Email – Customer does not have an email address.• Provided – Email address has been provided and entered into the email address field.• Not yet Requested – Default (Do not select)

Note: Declined button will remove an existing email address on the account. An IT fix will be going in for Feb 2013 to correct this issue. Only select “Declined” if the customer has asked that we do not keep their email address on file

Reconfirm Email Indicator Continued

Customers Email address already on File

Rogers Customer Selection Result

DO “Mr./Mrs. Customer the email address we have on file from you is Johnsmith@rogers.com is this still a valid email address for you?”

Yes

No “Please provide me with your new address”

Provided Email on file will not be deleted and has been confirmed to be correct

DON’T “Mr./Mrs. Can you please provide me with your email address?

No Declined Email will be removed completely from ICM and we will no longer have email address on file for that customer.

If there is an email address already on file in ICM ALWAYS confirm the email address with the customer, NEVER ask if they would like to provide or update their email address.A customer will be more inclined to correct an incorrect email address if they are asked to confirm it.

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Common Questions

What should you do if a customer does not want to provide/update their email address?You may find that no matter what you do a customer will not provide an email address, in some cases the customer will simply not have an email address to provide. In other cases the customer will have an email address but will be reluctant to provide it.

There are a few ways to overcome this:• Pick an appropriate time to ask the customer for their email address. • If the customer is worried about receiving marketing material, advise them they can opt out at

Rogers.com.• Provide the customer with the benefits of having their updated email address on file.• If the customer is concerned that we are asking them for their email to often, advise that we want to

ensure we have the correct email on file. Again sell the benefits if necessary.• If the customer is worried about spam or address sharing advise them that Rogers respects their privacy

and will not share their email outside of Rogers.

The reconfirm indicator in ICM is on, when should I ask the customer for their email address?You can ask the customer for their email address at anytime during a call. Having said that we have found the best time to ask a customer for their email address is at the end of the call.At the start of a call a customer will be reluctant to provide or update their email address as this is not their primary reason for calling Rogers.Opportunities to collect a customers email address can happen at anytime during a call, the key is to spot the opportunities!

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Customer Inquiries Positioning

I have already told you I don’t want to provide an email address, why do you continue to ask me for it?

Mrs/Mr Customer we respect your privacy and the fact that you do not want to provide an email address. We ask all customers for their email addresses as it’s important to keep your account information up to date so that we can contact you in case of any service-related communications, among other benefits.

Why do you ask for my email address every few months?

Mrs/Mr Customer, We understand that email addresses can change and are often updated. Rogers wants to ensure that we have the correct email address on file.

I am worried that my email will be used for spam or email address sharing?

Mrs/Mr Customer Rogers respect your privacy and I can assure you that your email address will not be used outside of Rogers

Will my email address be used to communicate with me for more than receiving my monthly invoice?

Mrs/Mr Customer Rogers cares about the environment, and with an email address, we would like to reduce sending out paper communication. Your privacy is our number one concern and you always have the choice to unsubscribe to our email communications.

Customer Inquiries and Objection Handling

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Uknow2 Emails

Uknow2 is a highly effective tool that uses a customers email to share information that they need to solve their problem or answer their questions!

It is a great resource for agents to find answers and immediately deliver them to our customers.

Some of the benefits of uknow2:• Easy to use• Fast and accurate• Customer will not call back for the same answer **TIP**You will need to collect the customers email address in order to send them a uknow2. Why not take this opportunity to update ICM and confirm that the email address is current.

Link to uknow2http://www.rogerscare.uknow2.ca/home.jsp

The number one answer currently being emailed to our customers is:“How do I redeem my mail in Hardware Upgrade coupon?”

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Transactional Emails are one of the most important emails that we send to a customer. This email ensures customer that we have processed their request and in turn avoids the repeat call to the call center.The only requirement is the customer must have an up to date email address in ICM!

“Mr./Mrs. customer I have completed your price plan change. You will be receiving an email within the next two hours to confirm the changes we made on your account. The email address I have from you is johnsmith@yahoo.ca, is this the correct email address for you”?

Customers who have provided an email address will receive a Transactional Email Confirmation whenever a financially impacting transaction is made to their account:• Hardware order: New Activations, HUP, HPG , CTN & 2nd line activation/deactivation • Price Plan, SOC & Discounts changes (including Retention/Loyalty offers) - Immediate and Future Dated • Block & Unblock of Text Messages and Data , BAN level and CTN level adjustments • Add/Remove Lost/Stolen Block , Add/Remove Roaming Block

IQ LinkTransactional Email Confirmation

Millions of Transactional Email Confirmations (TEC) are sent each year to customers.

Transactional Email Confirmation (TEC)

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• Hotmail , Yahoo Mail and Gmail together account for well over 1 billion users.• More than 294 billion emails are sent and received daily.• Well over 100 trillion emails are sent per year.• 3.5 million emails are sent per second.• 90% of the trillions of email messages are spam or viruses.• Spam costs businesses over $20 billion in decreased productivity and technology

expenses.• Retailers send an average of 16 emails per subscriber in “busy” months.• Average email campaign volumes increased 20% in 2012 over 2011 levels.• 2012 open rates are down 2% from 2011. (Mean: 20.1%)• 2012 click through rates are up 1% from 2011. (Mean: 5.2%)• 77% of us want to get marketing messages via email; and there’s no close second

place.• 36% of all emails are opened on a mobile device.• In 2011 there were over 400 million people who used smartphones or tablets to

access email.