Rogers Case Competition Deck

The future is mobile

Serene Chen Rosie Fan Katie Chen Gaurav Dogra

Rogers Challenge NBTC 2017

Analysis: Current State

● Never been prompted to sign up or download the app

● Unaware of app

● App doesn’t work unless connected to Data

● Complex and difficult to navigate UI

Analysis ImplementationRecommendations

There are a number of significant barriers preventing Fido customers from using and downloading MyAccount

CONSUMER ANALYSIS

USERS WITHOUT APP INSTALLED USERS WITH APP INSTALLED SENIORS

● Don’t understand app functionalities

● Complex and difficult to navigate UI

Inform customers to increase adoption and usageOptimize MyAccount for our users

1 2Push targeted

promotions for downloading MyAccount

Implement a customizable homepage

with improved UI

Heightened awareness, adoption and usage of the MyAccount with an overall increase in customer satisfactionOUTCOME:

3Integrate live chat

functionality within MyAccount


JANE

25 years old in downtown Toronto

Fido customer for 3 months

To market to the working demographic, we must first understand their needs and wants, focusing on the usefulness of MyAccountMEET JANE

Heightened awareness of the app functionalities and how it’s been tailored to aspects that the working demographic value the most CONCLUSION:

DESIRES UTILITY

72%

67%

71%

65%

Purchase products or services

Manage billing for the services via app

Receive regular usage updates

Flag issues, concernsand get support



To market to the senior demographic, we must first understand their needs and wantsMEET HIRO

Need to understand the benefits the app will bring and may require an additional incentive to overcome barrier of downloading MyAccount CONCLUSION:

HIRO

65 years old in Markham, Ontario

Fido customer for 2 years

“...not that they are disinterested in mobile, but because mobile gets more and more complicated each year”

Easy to Use Interface

Contact with Family

Shopping & Bargains



A summary of our promotional strategy for MyAccount demonstrates an understanding of the target user to reach them

Communicates the utility and relevance of MyAccount

Design of functions with an emphasis on their utility

Easy to digest and understand message and MyAccount UI

Extra incentive that matters to senior customers

JANE

HIROPRO

MO

TIO

NS

PROMO STRATEGY


Functionality #1: Integrated Live Chat

Fido MySupport: Live chat integration into MyAccountChange customer service and support into a streamlined experience

Bringing the FAQ section into chat format enhances the

customer service experience


FAQ topics, questions, and answers can be first streamlined as

process flowchart in a chatbot


In few steps, a user should reach an answer or a “dead-end,” after which a

live agent prompt is shown


The chatbot integrates together instantaneous help and access to

agents for unresolved issues

Conversational design in business is a growing trend disrupting traditional ideas of business-customer interactions and relationships

Messaging apps have more active usersthan social networks, because ofmeaningful conversations and decision-making


Conversational design in business is a growing trend disrupting traditional ideas of business-customer interactions and relationships

Live chats have a customer satisfaction rate of 73%, higher than traditional methods like phone and email

Messaging apps have more active usersthan social networks, because ofmeaningful conversations and decision-making

BARRIERS TO ENTRY

Low

USER RETENTION

High

USER ACQUISITION

Medium


https://rubygarage.org/blog/how-much-does-it-cost-to-build-a-chatbot

No cost for Fido employees monitoring the app as tech support once the beta testing ends and the new features are launched - should be part of their daily/weekly tasksNo new cost for having live agents to talk to the users if needed - since Fido already has live agents

INVESTMENT The main cost of this recommendation involve the development of the chatbot, which can range depending on complexity

$5,000 $12,240


$10,000

Functionality #2: Customizable Homepage

Allow users to customize their homepage for a tailored experience From this... To this!

Welcome back, Jane!


Customization allows for improved UI, increasing customer satisfaction and user engagement

56% of consumers say they would be more inclined to use a retailer or service if it offers

a personalized experience.

Improved UI with easy access to

user’s most frequented features

Increased user engagement and customer satisfaction with MyAccount

Customer pick the functionalities

they want to see


https://fueled.com/blog/how-much-does-it-cost-to-develop-an-app/

No cost for Fido employees monitoring the app as tech support once the beta testing ends and the new features are launched - should be part of their daily/weekly tasks.

INVESTMENT The main cost of this recommendation involves, re-designing the application, which we estimated using contractor prices

$150,000 $500,000

$400,000

Welco

me back, Jane!




Crafting, beta-testing, and launching the new app features will happen within the next 3 months

Long-Term Maintenance: Bug fixes and app updates through monitoring the app, and a user feedback collection period will

be tactics used to sustain the app and its new features

TIMELINE


Fido: the future is mobile. We welcome your questions.

Fido MyAccount: Current Snapshots of Home Screen and FunctionalitiesAPPENDIX A

Fido MyAccount: Current Snapshots of Useful and Missing FunctionalitiesAPPENDIX A

Date post:	11-Apr-2017
Category:	Business
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Rogers Case Competition Deck

Business