Social Media: An Omnichannel Pillar - E Source · August 17 2017 Jeffrey Daigle, Customer...

August 17 2017

Jeffrey Daigle, Customer Experience

Social Media: An Omnichannel Pillar

E Source Web Conference

Sarah Howie, Marketing & Communications

Charles Framularo, Market Research

© 2016 E Source | www.esource.com 2

Introductions

Sarah Howie

Practice Director,

Marketing & Communications

303-345-9166

[email protected]

Jeffrey Daigle

Associate Director,

Customer Experience

303-345-9183

[email protected]

Charles Framularo

Senior Manager,

Market Research

303-345-9210

[email protected]

mailto:[email protected]




Evolution of Utility Brand

Energy partner

Enhanced

customer

experience

Energy options,

Demand-side management

Customer service and billing options

Basic utility service

Advocacy

Loyalty

Trust

Engagement

Satisfaction


Advocacy Has a Clear Impact on Customer Value

Customers who advocate or promote …

Buy more

27% more than

detractors

Try more

8 times more

likely to try new

offerings

Buy again

5 times more likely to

repurchase from the

company

Tell more people

refer 3 times more

people to a company

Forgive more

If something goes

wrong, they’re 7

times more likely to

forgive the company

Stay longer

5 times less likely

to leave a provider

Advocates

Source: Temkin Group., Forrester, Accenture, Zurich


Why Omnichannel?


We believe it’s critical for an omnichannel study to explore both the utility

and customer perspectives. E Source pursued a unique approach to

combine two survey audiences into a single study.

Study Background

Residential customers

Voice of the customer (VOC)

Utilities

Voice of the utility (VOU)

+


Both customers and utilities completed surveys about

eight customer-facing channels:

1. Website

2. Email

3. Phone/live agent

4. Phone/interactive

voice response (IVR)

5. Online chat

6. Text message

7. Social media

8. Mobile app

Study Background (cont.)

The utility audience completed an

additional survey about overall

omnichannel strategy.


VOC Audience

Representative sample of 802 residential customers

in the US and Canada

Survey fielded during summer 2015

Age of Residential Customer Respondents

13

12

9

24

25

17

0 20 40 60 80 100

65 or older

55 to 64

45 to 54

35 to 44

25 to 34

18 to 24

Percentage of respondents

Age

ran

ge

© E SourceBase: Total sample (n = 802). Question S1_5: What is your age range?


VOU Audience

Omnichannel survey Number of utilities

Website 47

Email 42

Phone / live agent 44

Phone / IVR 46

Online chat 44

Text message 45

Mobile app 42

Social media 46

Omnichannel strategy 42

North American utilities participated in total51

Utility Respondents’ Fuel Type

Dual41%

Electric49%

Gas10%

© E SourceBase: Total omnichannel survey sample (n = 51 utilities).


Same customer experience

regardless of channel

How Does Your Utility Define an Omnichannel Experience?

A holistic view of

the customer

through multiple

channels

A transaction that happens

across multiple channels in a

seamless and consistent way

Full integration of

customer data and

experience across all

channels and devices

Information is available

to customers in real-

time across all channels

Align … individual customer

expectations across multiple

channels to create a consistent,

seamless and exceptional

experience

Communicate information customers

find valuable using the channels

they prefer

E Source definition: “A holistic approach to provide the customer with a seamless

and integrated experience regardless of channel”

Utility-provided definitions are linked by themes of consistency, preferences,

seamlessness, and integration


Moving from Multichannel to Omnichannel

Base: All omnichannel strategy survey respondents (n = 42 utilities). Question S2_10: Does your utility provide an omnichannel experience for your customers? For the

purpose of this survey, n omnichannel experience is a holistic approach to provide the customer with a seamless and integrated experience regardless of the channel.

Single channel Multichannel Cross-channel Omnichannel

2% 71%24% 2%

To move toward an omnichannel approach, it’s not

necessary to ensure that every interaction is available across

every channel

For each type of interaction, guide customers toward the

channels that are most effective for completing the task

quickly and easily with your utility


Customer Channel Usage in the Past Three Months

0

5

6

8

7

19

19

30

48

1

17

22

23

32

42

55

59

65

0 20 40 60 80 100

Other, please specify:

Text message

Social media

Mobile app

Online chat

Phone - IVR

Email

Phone - Live agent

Website


Cha

nnel

Any company (n = 802) Utility (n = 507)

© E SourceBase: Any company includes total sample (n = 802) and utility includes respondents who have interacted with their utility in the past 3 months (n = 507). Question S1_7: In the past 3 months I have interacted with any company via … Check all that apply. Question S1_8: In the past 3 months I have interacted with a company in the following industries via… Note: Percentages total more than 100 percent because respondents were allowed to select more than one response. Respondents that selected not applicable are not included.


Capturing Utility Customer Information in Real TimeWhich channels are currently integrated to ensure that customer

information is consistent and up to date in real time across the

customer experience? Many utilities are

already integrating

phone and website

channels so that

customer information

is consistent and up

to date

Although email is

widely used among

utilities, only 20

percent of survey

respondents say that

the channel is

integrated

15

5

10

12

20

29

66

76

83

0 20 40 60 80 100

None of our channels are integrated

Online chat

Social media

Text message

Email

Mobile app

Website

Phone - IVR

Phone - Live agent


Cha

nnel

© E SourceBase: Omnichannel strategy survey repsondents providing response (n = 41 utilities). Not all respondents provided an answer to this question. Question S2_19: Which of the following channels are currently integrated to ensure that customer information is consistent and up to date in real time across the customer experience? Note: Percentages total more than 100 percent because respondents were allowed to select more than one response.


12

14

16

17

20

22

26

29

34

42

51

33

37

27

43

57

35

34

28

25

30

30

26

12

15

8

5

13

10

15

4

2

3

2

12

4

6

1

0% 20% 40% 60% 80% 100%

Phone - IVR (n = 337)

Email (n = 445)

Website (n = 526)

Text message (n = 140)

Mobile app (n = 190)

Social media (n = 180)

Online chat (n = 256)

Phone - live agent (n = 468)


Cha

nnel

Always Most of the time Some of the time Rarely Never

© E SourceBase: Respondents who have used communication channel to interact with a company in the past 3 months (n varies as shown above). Question S3_6: How often are you typically able to resolve your reason for contact during your first attempt with a company via…

How Often Are Customers Receiving First-Contact Resolution?


Dissatisfaction May Be Alleviated by Moving Toward an Omnichannel Strategy

What are the reasons

that you typically

become dissatisfied

when interacting with

a company?

4

25

29

33

39

42

50

53

55

55

0 20 40 60 80 100

Other, please specify:

Interactions are generic and not personalized to me

Technical issues getting through to the company

The customer service agent had inaccurateinformation

The customer service agent was rude

I had to repeat myself on a single channel

I had to provide the same information across morethan one channel

I had to contact the company multiples times

I was unable to resolve my question / issue

It took too long to resolve my question / issue


Rea

son

© E SourceBase: Respondents who have used more that one channel to interact with a company in the past 3 months (n = 610). Question S12_3: What are the reasons you typically become dissatisfied when interacting with a company? Check all that apply. Note: Percentages total more than 100 percent because respondents were allowed to select more than one response.


What Does This

Look Like in

Practice?


Oh no! No power!

@Friendlypower #dark

#nothanksgiving


Oh no! No power!


#nothanksgiving

Need outage information?

friendlypwr.com/outages


Oh no! No power!


#nothanksgiving

Same here!

@Friendlypower @OP

#Candlelitdinnerfor17

Did you hear anything

yet? @OP

@Friendlypower

#Waitinginthemoonlight


How Do You Deal

With a Cacophony

of Tweets?


Respond Quickly

Outage, emergency, or crisis situation inquiries (n = 15 utilities)

Mean = 1.9 hours

Mean = 1.3 hours

Customer service or customer care inquiries (n = 14 utilities)

How quickly can you respond?


13 14 16 9 9 40

0 20 40 60 80 100


Social media

Immediately Within 5 minutes Within 10 minutes Within 20 minutes Within 1 hour 1 hour or more

© E SourceBase: Respondents who have used social media to interact with a company in the past three months (n = 180). Question S3_7: How quickly do you expect your reason for contact to be resolved when interacting with a company in the following ways?

Respond Quickly (cont.)

Expected social media response time

Outage, emergency, or crisis situation inquiries (n = 15 utilities)

Mean = 1.9 hours

Mean = 1.3 hours

Customer service or customer care inquiries (n = 14 utilities)

How quickly can you respond?


If You Can’t Respond Quickly, Let People Know Your Hours


Consider Aligning to Customer Service Hours

Facebook service hours


Consider Aligning to Customer Service Hours (cont.)

Twitter service hours


Avoid Tone-Deaf Responses


Integrate Social Media into Other Platforms


Key Takeaways


1. Help me quickly resolve any

question or issue

2. Make sure I don’t need to contact

the company more than once

3. Automatically integrate my

information and interaction history

so I don’t have to repeat myself

From the customer’s perspective, the ultimate goal of your

omnichannel strategy should be to:

Creating a Customer-Focused Utility Omnichannel Strategy


Questions?


For More Information

Sarah Howie

Practice Director,

Marketing & Communications

303-345-9166

[email protected]

Jeffrey Daigle

Associate Director,

Customer Experience

303-345-9183

[email protected]

Charles Framularo

Senior Manager,

Market Research

303-345-9210

[email protected]

ES-1700014




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