Coaching has completely transformed the customer care experience at Rogers Communications, Canada’s preeminent wireless and cable provider. Call center agents had not been taking their managers’ advice on how to improve customer satisfaction. Rogers wanted to turn that around by training managers to “ask, not tell” agents what to do.
Starting in 2013, managers were trained in the ICF core coaching competencies and tasked with spending 30 minutes per week, per call center agent, in coaching conversations (approximately 8-9 hours of their time per week). Managers would observe the agent on actual customer calls and then debrief the call by asking coaching questions like: “What do you think went well? What could you improve? What will you do differently next time?”
Evaluations have shown remarkable results. Each call center site exceeded its own historical performance levels, as well as the performance of other sites where coaching had not yet been deployed. Revenues increased by double digits over comparable periods year-over-year. With a reported 9% increase in employee engagement, 40% decline in attrition rates, and 400% increase in customer satisfaction, Rogers earned an ICF Global Prism Award for excellence in organizational coaching.Download Article 500 Club