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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