How Utilities Can Listen Like a Leader - E Source · 2019. 10. 31. · Defining Customer Experience...

www.esource.com

How Utilities Can

Listen Like a Leader

Vice President, Customer Experience Consulting, E Source

Maureen Russolo CCXP

Stacey Nevel CCXP

Director, VOC Consulting, Americas

www.esource.com || © 2015 E Source 2

Defining Customer Experience

Customer Experience E Source defines customer experience

as the rational and emotional

perceptions customers create as they

interact with your company.

Customer Experience

Management The discipline of understanding,

planning, implementing, and optimizing

customer interactions within a company

to generate cost efficiencies and deliver

excellent service.


In the Age of Consumer, Who Are We Being Compared To?


Customer and Employee Expectations Are on the Rise


Customer Experience Management Delivers on Your Goals


Continuing Your CX Journey


Customer Experience Management THREE CATEGORIES OF ACTION


Customer Experience Maturity Drives Engagement


In the Age of Customer, Companies Need to Listen More

Voice of Employee

Voice of Customer


Experience feedback

programs offer

collective insight into

customer & employee

needs, aspirations,

perceptions, and

preferences …

But an ineffective program

can do more harm than good!

Experience Feedback Management


VoC Driving Change

98%

52%

42%

15% 8%

Increasing

competitive

advantage

Collect

feedback

Share with

staff

Use

insight

Make

changes

Close

loop

Successful companies

close the loop

Action

Alert

Action Capture

ROI

Customer

Root cause

analysis Action

Prioritize


1

2

The Progression of VOC

Innovation driven

Outcomes driven

Insights driven

Score Driven

Data driven

Business improvement

Combining VOC data with operational data

Quality suggestions to improve or change based on data and context

KPIs, scorecards, and benchmarks

Survey and data collection


Employee Engagement Is Critical to the Customer Experience


67% of engaged employees

advocate their company

or organization vs. only

3% of the disengaged .

—Gallup

84% of highly

engaged employees

believe they can

positively impact the

company’s service

quality, vs. 31% of

the disengaged.

—Towers Watson

70% of engaged

employees claim to have

a high understanding of

customer needs vs. only

17% of non-engaged

employees. —CIPD

The Effects of Employee Engagement


Leveraging Key Drivers

+

+

Co

rre

latio

n / s

tre

ng

th o

f d

rive

r

Customer loyalty / satisfaction

Understand the

Importance of each

metric.

The core objective of

your feedback program

is not to drive improved

survey metrics, but to

increase business

performance and

improve operational

results.

Ultimately, provide

greater decision

support to key

decision-makers.


Build a THRIVING VOC /VOE Program

Clarify and define the business problem to be solved

•What is your primary business objective?

•What are secondary business outcomes?

Analyze feedback to derive key insights

•Focus on actionable “need to knows,” not “nice to knows.”

•Don’t be afraid to segment customers based on value to your organization.

Act on insights

•Realize VOE/VOC ROI by enacting organizational change.

•These mean altering your behavior toward and relationship with customers!

Make the customer & employee experience part of the corporate DNA

• Listen to your employees, formally & informally, and engage them in you CX strategies.

• Make customer-centricity the standard, not the exception.

• Close the loop by communicating feedback & outcomes to employees at all levels & customers.

Companies that take the time to actively listen to employees and customers and use feedback

to improve their businesses will not only survive, but thrive when it comes to attracting,

retaining and competing for customers.


Utility Experience Feedback Management Solution

E Source and Confirmit have partnered to fundamentally

listen, interpret, and interact with their customers.

Our goal is to provide utilities the ability to

listen and understand all of their customers

in one location, and empower them to act

on those data-driven insights in real time.

Powered by:

“One of the most

sophisticated

and holistic Enterprise

Feedback Management

solutions on the market”

—Gartner


Capabilities of Our Utility Experience Feedback Management Solution

Easily capture VOC and VOE data from any touchpoint

Leverage global survey best-practices and design

methodologies, tailored specifically by and for the utility

industry

Seamlessly analyze and act on feedback in real-time

Integrate and combine various internal and external data for

superior customer and operational insights

Interpret customer data with a team of international VOC &

VOE experts to identify optimal opportunities, next steps and

strategies.


Sample: North American Utilities IOUS, MUNIS, COOPS, FEDERAL

67% of all kWh sold in US go through our customers


A Snapshot of Confirmit

Clients in over

100 Countries

700+

400 Staff in 11

Global Offices

Million Completes

and Executive

Page Views

210/85

Outside Influence

Debt – PE – VC

0 Uptime

99.995%

“Technology

Accelerator

Acquisitions”

4


Industries Confirmit Works With

B2B / High Tech Consumer

Electronics

Market

Research

Financial

Services

Consumer

Services

Consumer Prod.

Insurance Leisure & Retail

Conglomerates & Consulting

Pharmaceuticals & Healthcare

http://www.adt.com/wps/portal/adt/

http://www.tnt.com/

http://toshiba.com/tai/index.jsp

http://www.harrisinteractive.com/Home.aspx

http://auroramr.com/index.html

http://www.merck.com/

http://www.friendsprovident.com/


Cost-Effective, Next-Generation, Utility Customer Intelligence

Utility-specific VOE & VOC survey strategy, design,

implementation & analysis

Global best practices & methodologies

Top-rated EFM technology platform globally

Unlimited surveys and delivery channels

Real-time, permission-based dashboards & reporting

Integrated alerts and action management

Seamlessly integrated with business & operational metrics

Infinitely-scalable and customizable

Rapid deployment


Survey Types and Deployment Channels

Deployment Methods

Push email

Post call

Post IVR

Web intercept

MyAccount intercept

Mobile device

Transactional

Survey Types

Live agent

IVR

Website

MyAccount

Service rep

Program participation

o AMI

o DSM/EE

Perception

Survey Types

Brand

Overall satisfaction

VOE

VOC

Loyalty / advocacy

Others as requested

by client


Consider All the Channels …

Agents / Account Managers

Line Managers

Executives


Utility EFM: The Solution

UTILITY-BRANDED

SURVEYS

VOC – Transactional Post-

Agent Survey

VOE – Employee Engagement Email

Survey

Voice of Employee Open Answer

Survey

VOC -Relationship Email Survey

VOC – Transactional Email Survey

STRATEGIC

PLANNING DASHBOARDS ALERTS & ACTION

MANAGEMENT

STRATEGIC

ANALYSIS &

PLANNING

Understand Implement Improve Assess Act


Role Based Reporting

Head Office

1 Executives

Field Manager

2 Management

Store Manager

3 Frontline

Employees

Dashboards & Reports: Different Views at Different Levels


27

RESULT

SOLUTION

CHALLENGE

Case Study: Wells Fargo

Global financial leader (Fortune 20) with more than 275,000

employees and over 1.2 trillion in assets

Assess customer satisfaction in the face of heavy merger and

acquisition activity

Broad range of survey programs across departments: Customer relationship, online banking user, transactional

post service

More than 20 market research surveys (wholesale banking)

Action management alerts to ensure rapid follow-up

Multiple years of YOY improvement in overall customer

satisfaction scores

Improved communication and support strategies for product

conversion and upgrades

Reduced research costs by replacing phone surveys with

online surveys


RESULT

SOLUTION

CHALLENGE

Case Study: Microsoft

Understand the differences between satisfied customers willing to

recommend the Microsoft Store and those not willing to recommend

Identify moments of truth impacting satisfaction, loyalty, and

purchasing behavior

Microsoft Store Visitor Satisfaction & Loyalty Program featuring 3

countries totaling 82 stores (and growing) and 4 visitor segments

(purchaser, non-purchaser, returns, event attendees)

Action management and daily push reports to all market managers,

store, and assistant store managers

Identified drivers of store loyalty and opportunities to improve

satisfaction to increase conversion, evangelism, and loyalty

Provided store personnel with customer feedback data to improve

store operations and recognize exceptional in-store service

Streamlined critical customer facing processes and communication

practices


29

RESULT

SOLUTION

CHALLENGE

Case Study: Best Buy

Already a Confirmit customer for online data collection, Best Buy

needed to find a solution to find out why customers were not

purchasing items from their brick and mortar stores before they

exited the store

Implementation of SODA on tablet devices which allowed Best Buy

employees to ask customers a short series of questions about why

they were not purchasing items, as well as dealing with customer

service

Ability to integrate into Confirmit database to allow Reportal

dashboard reporting for all store levels to track their data

Began as a pilot project with a handful of stores; this program will be

rolled out to most of their stores in the US

Better knowledge-sharing between staff and across offices

Reportal reports allow management immediate access to see trends

and data specific to their store


Maureen Russolo

Vice President, CX Consulting Solutions, E Source

303-345-9146

[email protected]

Contact Information

CONTACT US

1-800-ESOURCE (1-800-376-8723)

[email protected]

www.esource.com

Stacey Nevel

Director, VOC Consulting, Americas, Confirmit

973-220-7138

[email protected]

Twitter: @sbnevel

mailto:[email protected]



How Utilities Can Listen Like a Leader - E Source · 2019. 10. 31. · Defining Customer Experience...

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