How Utilities Can Listen Like a Leader

How Utilities Can Listen Like a Leader Maureen Russolo CCXP Vice President, Customer Experience Consulting, E Source Stacey Nevel CCXP Director, VOC...
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How Utilities Can Listen Like a Leader

Maureen Russolo CCXP Vice President, Customer Experience Consulting, E Source

Stacey Nevel CCXP Director, VOC Consulting, Americas www.esource.com

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. www.esource.com || © 2015 E Source

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

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Customer and Employee Expectations Are on the Rise

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Customer Experience Management Delivers on Your Goals

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Continuing Your CX Journey

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Customer Experience Management THREE CATEGORIES OF ACTION

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Customer Experience Maturity Drives Engagement

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In the Age of Customer, Companies Need to Listen More

Voice of Employee

Voice of Customer

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Experience Feedback Management Experience feedback programs offer collective insight into customer & employee needs, aspirations, perceptions, and preferences … But an ineffective program can do more harm than good!

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VoC Driving Change ROI Successful companies close the loop Customer

98% Capture

Action

52% 42%

Increasing competitive advantage

Root cause analysis

Action

Alert

Collect Share with Use feedback staff insight

15%

8%

Make changes

Close loop

Prioritize

Action

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The Progression of VOC Innovation driven Business improvement

Outcomes driven Combining VOC data with operational data

Insights driven Quality suggestions to improve or change based on data and context

Score Driven KPIs, scorecards, and benchmarks

Data driven Survey and data collection

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Employee Engagement Is Critical to the Customer Experience

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The Effects of Employee Engagement 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

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Leveraging Key Drivers + Correlation / strength of driver

 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.

+ Customer loyalty / satisfaction www.esource.com || © 2015 E Source

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Build a THRIVING VOC /VOE Program 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. 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.

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E Source and Confirmit have partnered fundamentally Utility Experienceto Feedback Management Solution 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. “One of the most sophisticated and holistic Enterprise Feedback Management solutions on the market” —Gartner

Powered by:

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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.

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Sample: North American Utilities IOUS, MUNIS, COOPS, FEDERAL 67% of all kWh sold in US go through our customers

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A Snapshot of Confirmit 700+

Clients in over 100 Countries

400

Staff in 11 Global Offices

210/85

99.995%

Million Completes and Executive Page Views

Uptime

0

Outside Influence Debt – PE – VC

4

“Technology Accelerator Acquisitions”

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Industries Confirmit Works With B2B / High Tech

Consumer Electronics

Consumer Services

Market Research

Financial Services

Consumer Prod.

Insurance

Pharmaceuticals & Healthcare

Conglomerates & Consulting

Leisure & Retail

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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

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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

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Consider All the Channels … Agents / Account Managers

Line Managers

Executives

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Utility EFM: The Solution Understand

STRATEGIC PLANNING

Implement

UTILITY-BRANDED SURVEYS

Assess

DASHBOARDS

Act

ALERTS & ACTION MANAGEMENT

Improve

STRATEGIC ANALYSIS & PLANNING

Voice of Employee Open Answer Survey VOE – Employee Engagement Email Survey VOC -Relationship Email Survey VOC – Transactional Email Survey VOC – Transactional PostAgent Survey

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Dashboards & Reports: Different Views Role Based Reporting at Different Levels Head Office

1

Executives

Field Manager

2

Management

Store Manager

3

Frontline Employees

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Case Study: Wells Fargo

CHALLENGE

 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: SOLUTION

 Customer relationship, online banking user, transactional post service  More than 20 market research surveys (wholesale banking)

 Action management alerts to ensure rapid follow-up

RESULT

 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

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Case Study: Microsoft

CHALLENGE

SOLUTION

RESULT

 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

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Case Study: Best Buy

CHALLENGE

SOLUTION

RESULT

 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

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Contact Information Maureen Russolo Vice President, CX Consulting Solutions, E Source 303-345-9146 [email protected]

Stacey Nevel Director, VOC Consulting, Americas, Confirmit 973-220-7138 [email protected] Twitter: @sbnevel

CONTACT US 1-800-ESOURCE (1-800-376-8723) [email protected] www.esource.com www.esource.com || © 2015 E Source

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