developing a utility customer experience strategy utility... · customer satisfaction is not ......

© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.

June 25, 2014

Jeff Conklin, Senior Director, Energy Practice

Becky DeGeorge, Senior Director, Customer Experience Management

Developing a Utility Customer Experience Strategy

1© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use.

Agenda

� Utility Voice of Customer Performance Analysis

� Six Common Challenges

� Customer Experience Management Framework

� Customer Experience Strategic Assessment

� Case Study Examples

� Q&A

© 2014 J.D. Power and Associates, McGraw Hill Financial. All Rights Reserved. CONFIDENTIAL & PROPRIETARY—For Internal Use. 2

Case Study-Utility VOC Performance Analysis


Six Common Challenges

My strategy for improving

customer satisfaction is not

producing the desired results

I have a lot of data, but not

sure if I’m measuring and

acting on the right things at

the right time

I need to create an internal

environment that nurtures and

sustains continuous customer

experience improvement

I’m struggling to make sense

of multiple Voice of

Customer data points... I

need to create an integrated

view of all this info

I need to prioritize the vital

few versus the trivial many

actions to improve customer

satisfaction, loyalty, and

drive business results

I’m required to create a

business case to justify

resources needed to achieve

meaningful progress


Customer Experience Management Framework


Customer

Understand Drivers


Optimize Customer Interactions

Measure and Manage Develop Strategyand Action Plan


Customer


• Clearly define brand promise

• Ensure management structure

supports focus on customer

• Align measurement system with

business requirements

• Prioritize high impact initiatives

and create action plan

• Define optimal customer interactions at each

touch point

• Identify gaps between current and optimal

experience

• Develop and implement plans to close gaps

• Design and implement appropriate listening posts

• Deliver data to stakeholders

• Require action to be taken on data to manage performance and establish next priorities

• Understand drivers of decisions and actions

• Analyze how these link to ROI

• Measure your performance vs. competitors

Understand Drivers

Optimize Customer Interactions

Develop Strategyand Action PlanMeasure and Manage


Customer

J.D. Power Products and Solutions

• Customer Experience Environment and Alignment

• Measurement System Assessment

• Next Step Prioritization and Action Planning

• Contact Center

• Digital Channels

• Retail

• Design and implement

measurement system

• Capture enterprise, relationship,

and transactional feedback

• Platform for reporting data and

insights throughout organization

• Provide advisory services to

support implementation and

ongoing improvement

• Syndicated Studies

• PIN

J.D. Power Benchmarks

Channel Solutions

Customer Experience Strategic Assessment

Performance Measurement and

Management Systems


CE Executive

Assessment

Brand Promise/Customer

Experience Alignment

� Strategies for better

aligning your brand

promise with your

customer experience

� Actions needed to

create the environment

that enables teams to

more consistently

deliver a best-in-class

customer experience


…. what you’ll receive from the Assessment


Gaps and Improvement

Recommendations

� Key strengths and

performance gaps in

achieving customer

satisfaction goals

� Recommendations for

improving performance

across regions,

customer segments,

and against key

competitors

CE Executive

Assessment

VOC Performance

Analysis




aligning your brand

promise with your

customer experience




more consistently


customer experience





Recommendations


performance gaps in

achieving customer

satisfaction goals



across regions,

customer segments,

and against key

competitors

CE Executive

Assessment

VOC Performance

Analysis

CE Measurement

Assessment




aligning your brand

promise with your

customer experience




more consistently


customer experience

Ideal Measurement

System


measuring customer

experience across all

touch points

� Strategies for

leveraging VOC data

to improve customer

satisfaction, influence

business decisions,

and drive results





Recommendations


performance gaps in

achieving customer

satisfaction goals



across regions,

customer segments,

and against key

competitors

CE Executive

Assessment

VOC Performance

Analysis

CE Measurement

Assessment

CE Employee

Assessment




aligning your brand

promise with your

customer experience




more consistently


customer experience

Customer Experience

Employee Assessment

� Strategies for

motivating and

engaging employees

to deliver a more

consistent customer

experience

� Key obstacles that

must be removed to

help teams improve

customer satisfaction

Ideal Measurement

System


measuring customer


touch points

� Strategies for

leveraging VOC data

to improve customer


business decisions,

and drive results





Recommendations


performance gaps in

achieving customer

satisfaction goals



across regions,

customer segments,

and against key

competitors

CE Executive

Assessment

VOC Performance

Analysis

CE Measurement

Assessment

CE Employee

Assessment

Customer Interaction

Assessment




aligning your brand

promise with your

customer experience




more consistently


customer experience

Customer Experience

Employee Assessment

� Strategies for

motivating and

engaging employees

to deliver a more

consistent customer

experience


must be removed to

help teams improve


Execution of Consistent

Customer Experience

� Strategies for more

consistently delivering

customer experience

across all touch points


improving training,

tools, coaching, and

recognition to deliver

a great customer

experience

Ideal Measurement

System


measuring customer


touch points

� Strategies for

leveraging VOC data

to improve customer


business decisions,

and drive results





Recommendations


performance gaps in

achieving customer

satisfaction goals



across regions,

customer segments,

and against key

competitors

CE Executive

Assessment

VOC Performance

Analysis

CE Measurement

Assessment

CE Employee

Assessment

Customer Interaction

Assessment




aligning your brand

promise with your

customer experience




more consistently


customer experience

Customer Experience

Employee Assessment

� Strategies for

motivating and

engaging employees

to deliver a more

consistent customer

experience


must be removed to

help teams improve


Execution of Consistent

Customer Experience

� Strategies for more

consistently delivering

customer experience

across all touch points


improving training,

tools, coaching, and

recognition to deliver

a great customer

experience

Ideal Measurement

System


measuring customer


touch points

� Strategies for

leveraging VOC data

to improve customer


business decisions,

and drive results



Key Client Deliverables:� Comprehensive report detailing findings and improvement recommendations from Assessments

� On-site, full day Senior Leadership Session


Large Financial Services Company Case Study

Customer Experience Strategic Assessment was conducted for Consumer Banking line of business in large

financial services company, providing priority improvement recommendations:

Performance Metrics

� Revise manager and employee Scorecards to incent balanced performance between revenue and

customer satisfaction goals

Knowledge and Courtesy of Representatives

� Enhanced Interpersonal Interactions with more courteous and consistent delivery

� Improved Customer Needs Identification and alignment to products/services

� Reduced and streamlined Learning Management and information dissemination

� Efficient Workforce Management and Strategic Staffing

� Improved systems reliability and access

Problem Incidence and Resolution

� Minimize problems related to fees and customer communication

Facility

� Enhance low branch density with customer-centric strategies

Brand Image

� Improve trust in the brand – financial stability, customer vs profit driven, employee engagement


Customer Experience Strategic Assessment Examples

Telecom

Energy Travel

InsuranceFinancial Services


Customer

J.D. Power Benchmarks


Channel Solutions

Performance Measurement and

Management Systems



Questions?


Contact Information:

Jim Eddy

Director, Energy Practice

[email protected] | 720-296-3524

Enrique Genao

Director, Energy Practice


Tim Fox

Manager, Energy Practice


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