how utilities can listen like a leader - e source · 2019. 10. 31. · defining customer experience...
TRANSCRIPT
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
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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.
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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
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
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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
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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
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Employee Engagement Is Critical to the Customer Experience
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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
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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.
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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.
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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
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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
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
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Industries Confirmit Works With
B2B / High Tech Consumer
Electronics
Market
Research
Financial
Services
Consumer
Services
Consumer Prod.
Insurance Leisure & Retail
Conglomerates & Consulting
Pharmaceuticals & Healthcare
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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
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
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Role Based Reporting
Head Office
1 Executives
Field Manager
2 Management
Store Manager
3 Frontline
Employees
Dashboards & Reports: Different Views at Different Levels
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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
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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
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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
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Maureen Russolo
Vice President, CX Consulting Solutions, E Source
303-345-9146
Contact Information
CONTACT US
1-800-ESOURCE (1-800-376-8723)
www.esource.com
Stacey Nevel
Director, VOC Consulting, Americas, Confirmit
973-220-7138
Twitter: @sbnevel