Skip to main content | Go to site map | Read our accessibility commitment

Our strategy

6 Strategic Imperatives

It’s all about leadership.

Bell’s strategy is to lead the Canadian communications industry in the scale and performance of broadband networks, in developing innovative, compelling services and content, and in making strategic acquisitions to capture emerging opportunities.

Building on our leadership position in broadband communications services, we generated historic growth in 2017. Once again, we invested more than any competitor in the most advanced networks and service innovations to lead in the marketplace and ensure Canada’s competitiveness in a global digital economy, while creating consistent dividend growth forthe shareholders who have invested in Bell’s broadband strategy.

Each day and around the clock, the Bell team works to deliver world-class network performance, exclusive new products and an enhanced service experience to Canadians in every province and territory. In the highly competitive and fast changing communications sector, Bell continues to set the pace through our dedication to one clear goal – for Bell to be recognized as Canada’s leading communications company.

The best wireless, TV, Internet and media services continue to account for most of Bell’s growth. But the actions taken in each and every line of Bell’s business are all framed by our 6 Strategic Imperatives:

This strategy reflects both the challenges of our dynamic industry and the clear opportunities for innovation and growth in Canadian communications. And the Bell team is delivering.


Bell is transforming the service experience by simplifying the way we interact with our customers across a full range of communications services.

With close to 21 million customer connections – more than any other communications company in Canada – our strategy to improve satisfaction includes investing $850 million since 2012 in better tools and training for our call centre representatives and field technicians, improving our online self-serve tools and processes, and helping to ensure customers are connected faster.

Simplifying the customer experience

We appreciate that every customer’s time is valuable. That’s why Bell developed innovative new tools like Manage Your Appointment in 2016 that not only lets customers confirm their service call, but also provides key information including the technician’s name and approximate arrival time. In addition, technicians can now access a customer’s account history directly on their mobile device, further reducing the time it takes to connect to our services.

In 2016 Bell technicians arrived right on time for 97% of appointments, helping to drive a record 95% customer satisfaction rate.  Our investments in service, along with process improvements in installation, mean we can reach customers faster with most service appointments now scheduled within 2 days of placing an order.

Business customers also benefited from service enhancements.  By improving dispatch processes, we were able to deliver same day service for small businesses 73% of the time in 2016, an 85% improvement since 2014.  Because it’s crucial for our business customers to get up and running quickly, Bell has dedicated pages on for small business and enterprise clients, connecting customers directly to one of Bell’s specially trained business experts.

A simpler self-serve experience

As Canadians increasingly manage their services and pay their bill over a mobile device, our enhanced self-serve options give our customers more control over their accounts than ever before.  Users of the MyBell app can access a redesigned and simplified bill any time, track their data use, pay a bill or change account features, including travel add-ons like Roam Better.  For Mobility customers, Bell revamped our entire welcome strategy from the time of sale to beyond the first bill in order to make sure customers have the easiest way to get the right information at the right time.

This covers everything from an in-store checklist to the Bell Mobility Interactive tour – a customized video for new wireless customers explaining their first bill, how to check usage, and how to add new features.  These innovations are generating positive results. Transactions on our MyBell app increased 34% compared to last year while the volume of calls to our service centres fell by 4 million.

This not only reduces the costs of serving a growing customer base, it also enables our representatives to spend more time with the customers that do call in.  A further measure of our progress is a reduction of complaints lodged with the federal Commissioner for Complaints for Telecommunications Services (CCTS). After a steady decline in complaints in each of the last 3 years, in 2016, complaints to CCTS about Bell fell 18%.

Meeting the needs of all our customers

Bell has taken steps over the past several years to make it easier for Canadians with physical, speech, cognitive, hearing, and vision-related challenges to access our advanced communications products and services. In 2016, we upgraded our Accessibility Services Centre on, with improved navigation when using screen readers and keyboards. The site meets internationally recognized Web Content Accessibility Guidelines and also features a new mobile device selector, making it easier to find devices with specific accessibility features such as hearing aid compatibility and screen magnification.

There’s also the Mobile Accessibility app, a screen-reader app to assist low-vision and blind users that’s complimentary for all Bell Mobility customers with an Android device.  To support the Canadians who are deaf or hard of hearing, Bell introduced a dedicated wireless rate plan that eliminates unnecessary voice minutes. Bell has invested approximately $25 million in accessibility initiatives such as Text with 9-1-1 service, enabling customers with speech or hearing impairment to communicate with emergency services, and Video Relay Service (VRS), which will facilitate real-time sign-language interpretation of telephone conversations.

Expanding our reach

Bell is continuing to expand and enhance our network of retail outlets which includes about 1,400 Bell-branded stores and The Source locations across the country, plus several hundred locations of Glentel Inc., 50% owned by Bell, operating under such brands as WIRELESSWAVE and WAVE SANS FIL.

With highly trained front-line retail staff and ongoing enhancements to store design, including a recent upgrade to the accessories section at Bell’s flagship store at the Toronto Eaton Centre, our retail customer experience is unparalleled.

Improving customer service is critical to achieving Bell’s goal of being recognized by customers as Canada’s leading communications company. Our results show that customers are embracing our online self-serve and mobile apps, making fewer calls to our service centres and are more satisfied than ever before. We’re committed to building on our strong service momentum in 2017.

To learn more, refer to BCE's 2016 Annual Report.

­ ­