Strategic imperative 4

Champion customer experience

Fully focused on delivering the best customer experience, the Bell team quickly adapted to confront the unique service challenges of COVID-19 while also accelerating the development of our next-generation support platforms, including increasingly popular digital sales and self-serve options. As Bell embraces new ways of working and invests in next-generation technology, we’re making it easier to do business with us at every level.

Providing the nation’s critical communications backbone, Bell’s high-capacity networks delivered the reliable, round-the-clock connections that consumers, businesses, governments and public health responders have needed to weather COVID-19. These high-quality fibre and wireless connections are also core to the Bell service advantage every day, supporting ongoing subscriber growth and customer churn reduction in a competitive marketplace, and enhancing our service responsiveness and cost efficiency.

Building on these core service strengths were our Bell customer experience teams, who rapidly adjusted to the challenges of COVID-19, operating with a strict focus on safety and finding innovative new ways to deliver on our service imperative.

Delivering essential installation and repair support to keep people connected, Bell instituted new safety protocols for field technicians serving homes and businesses, and introduced innovations like remote‑assisted self‑install programs, which enable field techs to guide customers through service setups by phone or video from outside the premises.

Bell retail locations including The Source stores were revamped with protective enhancements and access restrictions for team and customer safety, and select locations remained open even in lockdown areas to provide essential repair and replacement services with in-store appointments. Thousands of Bell call centre agents were equipped to work remotely and securely, and many team members in hard-hit parts of the business such as retail and media were redeployed to customer support roles.

We continued to develop the specialized services for residential and business customers that set Bell apart, including Move Valet, to ensure the seamless transfer of Internet, TV and phone services when customers move their residence, and Virtual Office from Bell Business Markets, providing corporate customers with new ways to connect and engage with their remote workforces.

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The Bell team adapted rapidly to the strict public health and safety changes necessary to continuing serving our customers while keeping everyone safe during COVID-19.

Leadership in digital transactions

As more customers embrace digital platforms to buy services and manage their accounts, Bell is leading the way with our increasingly popular online and app self-serve options. By the end of 2020, 54% of total Bell customer transactions were taking place online.

MyBell.ca, MyBell app and our other branded self-serve platforms enable customers to easily view and pay bills, manage services or check usage, putting control in the customer’s hands while reducing call centre and field service volumes. In 2020, we added the Manage Your Appointment tool to MyBell, while Virgin Mobile’s My Account app was named Best Telecommunications Mobile Application of the Year at the 2020 Mobile Web Awards.

More than half of Bell customer transactions now take place online with digital platforms like Virgin Mobile Canada’s award-winning My Account app.

Award-winning service

Virgin Mobile Canada was also named #1 in customer care satisfaction by J.D. Power for the fourth year in a row, and the fifth time in the last 6 years. Virgin outperformed all other Canadian wireless providers in customer satisfaction with phone, in-store and online support, and the overall wireless purchase experience.

And for the fifth straight year, Bell led service improvement among major communications providers in the annual report of the Commission for Complaints for Telecom-television Services (CCTS). Complaint volumes declined by more than 35%, and Bell’s overall share was down 6 basis points to 24% despite having the most customers by far of all Canadian communications carriers.

J.D. Power once again ranked Virgin Mobile Canada #1 in customer care across phone, in-store and online support and overall customer experience.

Bell also got top marks in a 2020 secret shopper report from the Canadian Radio-television and Telecommunications Commission (CRTC), which found that Bell was the industry leader in providing clear and easy to understand information and recommending services that are right for a customer’s needs.