Rogers is one of Canada's largest cable, wireless and media companies, with seven million plus customers. Its branding strategy was to position itself as One company, one brand.
Rogers recognized its bill as the single most important customer touch point. To support brand strategy, the company needed all products and services to be consolidated on a single bill. Targeted messaging on the bill could then be used to cross-sell to its customers.
The new bill shows charges for up to five different services. Summary information is on page 1, followed by detail on subsequent pages. Icons and a table of contents help customers to navigate through the bill.
B. Using the bill as a sales channel
The new bill includes zones for messages and new product promotions. When appropriate, information is presented in context. For example, information about cable services appears next to details of cable charges.
C. Clear presentation of key information
All information is presented in clear descriptive language. In particular, the amount owing, the due date and payment instructions are clearly displayed, as is contact information.
D. Brand reinforcement
The new bill presents a strong, clear brand, consistent with other material Rogers sends to its customers.
A 24-page design standards manual gave detailed guidance for implementation of the new bill, ensuring that the bills sent to customers look like the prototypes we designed.
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