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Delivering Improved Customer Experiences and Operational Savings Through Your Website, Self-Service, and Social Media
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Delivering Improved Customer Experiences and Operational Savings Through Your Website, Self-Service, and Social Media

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Maureen Russolo, Director of Customer Experience Services at E Source, presented at EUCI in March 2012 on improved customer experience and operational savings through utilities' websites, self-service …

Maureen Russolo, Director of Customer Experience Services at E Source, presented at EUCI in March 2012 on improved customer experience and operational savings through utilities' websites, self-service technologies, and social media platforms.

For more information: www.esource.com/ces

More information about Maureen: http://www.esource.com/staff_bio/maureen_russolo

Published in: Technology, Business

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  • Twitter (2010):1001 –2000 = 21%2001 – 3000 = 10%3001+ = 10%Facebook (2010):1 – 500 = 42%501 – 1000 = 14%1001 –2000 = 10%2001+ = 5%
  • Twitter (2010):1001 –2000 = 21%2001 – 3000 = 10%3001+ = 10%Facebook (2010):1 – 500 = 42%501 – 1000 = 14%1001 –2000 = 10%2001+ = 5%
  • Twitter (2010):1001 –2000 = 21%2001 – 3000 = 10%3001+ = 10%Facebook (2010):1 – 500 = 42%501 – 1000 = 14%1001 –2000 = 10%2001+ = 5%
  • .
  • Transcript

    • 1. Delivering Improved Customer Experiences and Operational Savings Through Your Website, Self-Service, and Social Media EUCI Web Self-Service, Mobile Apps, and Social Media for Utilities Maureen Russolo Director, Customer Experience Serviceswww.esource.com March 26 2012
    • 2. Outline 1. What is E Source 2. Rising Customer Expectations 3. Contact Channels and Management  Mobile  Texting  Chat  Social Media  Preference Centers 4. Customer Experience 5. Questions2 www.esource.com || © 2012 E Source
    • 3. What is E Source? What: Membership-based energy efficiency advisory service; unbiased research and analysis. Fuel-neutral, Product-neutral, Vendor-neutral, Program-neutral for Who: Entire energy market -primarily utilities- also government, corporate energy management, energy service providers, and product manufacturers. Why: Dont reinvent the wheel, rely on our analysis. Leverage knowledge and successes from existing programs How to access: Search content via web library, attend peer discussions, web conferences, and direct inquiry. Research portal, newsletters and trends, leader group calls, webinars, and Member Inquiries.3 www.esource.com || © 2012 E Source
    • 4. Each E Source Service Contains  Resources  Newsletters and trends  Research reports, case studies, & best practices  Web conference archive  Online access to all content Resources Events  Events  Leader-group call-ins  Web-conferences  Live conference & networking Member Inquiries  Unique deliverables  Industry Experts  Member Inquiry Service4 www.esource.com || © 2012 E Source
    • 5. 5 www.esource.com || © 2012 E Source
    • 6. 6 www.esource.com || © 2012 E Source
    • 7. Mobile Web and Apps7 www.esource.com || © 2012 E Source
    • 8. United States Canada 83% of American adults have a cell phone 78% of Canadian adults have a cell phone8 www.esource.com || © 2012 E Source
    • 9. United States Canada 46% 38% of American adults have a smartphone of Canadian adults have a smartphone9 www.esource.com || © 2012 E Source
    • 10. Canada 13% households reported they used a cell phone exclusively, up from 8% in 200810 www.esource.com || © 2012 E Source
    • 11. United States 29% of American adults have a tablet or e-reader11 www.esource.com || © 2012 E Source
    • 12. 51 utilities have a mobile-optimized website 14 utilities have a mobile application12 www.esource.com || © 2012 E Source
    • 13. Most Common Mobile-Optimized Features Outage/Emergency Reporting 13 Mobile-Optimized Feature Home Page 10 Outage/Gas Leak Status 8 Account Balance 6 My Account 5 Contact Us 5 Online Payment 4 Registration and Login 4 Account Alerts 1 0 2 4 6 8 10 12 14 Number of Sites Supporting © E Source13 www.esource.com || © 2012 E Source
    • 14. Tips for Developing a Mobile Website  Do:  Allow the site to auto-detect mobile visitors  Research mobile customer needs/wants  Test, test, test!  Consider responsive design – more work up-front, but allows for optimal design on any screen size  Don’t:  Ignore web analytics  Try to fit all website content on the mobile site  Forget to include a link back to the full site14 www.esource.com || © 2012 E Source
    • 15. Text Messaging15 www.esource.com || © 2012 E Source
    • 16. United States Canada 83% of American adults have a cell phone 78% of Canadian adults have a cell phone16 www.esource.com || © 2012 E Source
    • 17. United States Canada 73% 65%of American adults use their phone for text messaging of Canadian adults use their phone for text messaging17 www.esource.com || © 2012 E Source
    • 18. Of those 73% of American’s who text 31% Of adults prefer text messaging to talking on the phone18 www.esource.com || © 2012 E Source
    • 19. Benefits of Text Messaging for Utilities  Service Gap - Customers already know, use, and prefer text messaging  Great channel for hard-to-reach, higher-cost customers:  Low Income  Non-Internet users  Non self-serve  Low overhead and transaction costs19 www.esource.com || © 2012 E Source
    • 20. Types of Text Messages  Account balance  Outage notifications  Bill amount and due date;  Usage alerts bill to date  Service disconnect  Payment reminders (notice or disconnection)  Text-to-pay  Collections  Payment posted  Energy-Saving Tips  Bill is over set amount  Pricing Signals20 www.esource.com || © 2012 E Source
    • 21. Utilities offering Text-to-Pay service  Denver Water  NorthWestern Energy  Salt River Project  Kansas City Power & Light  469 enrolled  73 making payments  25% of non-users interested Image courtesy: photostock / FreeDigitalPhotos.net21 www.esource.com || © 2012 E Source
    • 22. Online Chat22 www.esource.com || © 2012 E Source
    • 23. Utilities Offering Chat  DTE Energy (pilot)  Memphis Light, Gas, and Water  Reliant Energy  Southern Company  TXU Energy23 www.esource.com || © 2012 E Source
    • 24. TXU Energy’s Chat Window24 www.esource.com || © 2012 E Source
    • 25. 25 www.esource.com || © 2012 E Source
    • 26. Reasons for Deploying Chat  Is cost effective  Decreases web abandonment rate  Contains contact in web channel  Increases customer satisfaction  Enables remote workers/telecommuting26 www.esource.com || © 2012 E Source
    • 27. Social Media27 www.esource.com || © 2012 E Source
    • 28. Big 5 Still Dominate 96% (up from 74% in 10) 80% (up from 65% in ‘10) 90% (up from 71% in ‘10) 60% (up from 48% in ‘10) 38% (up from 15% in ‘10)28 www.esource.com || © 2012 E Source
    • 29. Channel Followers 36% 12% 18% 12% 5000+ = 18% 12,000+ = 2 14%29 www.esource.com || © 2012 E Source
    • 30. Channel Followers 30% 14% 5000+ = 18% 10% 10,000+ = 3 24%30 www.esource.com || © 2012 E Source
    • 31. Top Five Social Media Issues31 www.esource.com || © 2012 E Source
    • 32. E Source 2012Utility Social Media Survey Integrating social media into a broader customer experience plan 38% E Source 2011 Social Media Survey Confidential – do not distribute www.esource.com || © 2012 E Source
    • 33. E Source 2012Utility Social Media Have You Had To Report Social Media Interactions To Your Commission? Yes = 14% E Source 2011 Social Media Survey Confidential – do not distribute www.esource.com || © 2012 E Source
    • 34. 2011 E Source Social Media SurveyImportant Uses of Social Media • Outages/crisis – 90% • EE/safety tips – 84% • Corp Comm Messages – 76% • Communicating w/ media – 76% • Product/Service promotion – 60% • Customer Engagement – 56% • Direct Customer Service – 46% E Source 2011 Social Media Survey Confidential – do not distribute www.esource.com || © 2012 E Source
    • 35. Managing Customer’s Preferred Contact Channels www.esource.com || © 2012 E Source
    • 36. Preference Centers = Customization Customers can choose  Frequency of contacts from their utility  Contact channels  Communication types36 www.esource.com || © 2012 E Source
    • 37. Channels and Communication Types  Contact channels  E-mail  Online message center  Outbound phone call  Text message  Communication types  Alerts  Billing  Disconnect notices  Energy usage  Marketing campaigns  Newsletters  Shareholder information37 www.esource.com || © 2012 E Source
    • 38. 38 www.esource.com || © 2012 E Source
    • 39. Portland General Electric39 www.esource.com || © 2012 E Source
    • 40. Customer Experience40 www.esource.com || © 2012 E Source
    • 41. Experiences Happen Everywhere Web Self- Mobile service Social Live media agent Walk-in Utility bill office Customer Marketing IVR material Meter E-mail reader USR Text Chat41 www.esource.com || © 2012 E Source
    • 42. Customer Experience Management Means … The process of deliberately planning and enhancing all customer interactions with a company to deliver superior service and inspire loyalty.42 www.esource.com || © 2012 E Source
    • 43. 83 Percent Engage in CEM or Plan to in the Next 12 Months Respondents Engaging in CEM No 17% Yes 83% © E Source43 www.esource.com || © 2012 E Source
    • 44. Percentages may total more than 100%, as respondents could select more than one response.44 www.esource.com || © 2012 E Source
    • 45. Organizing Around CEM Respondents Departmental structure (%) We have a small working group devoted to CEM. 36 We don’t have a department or small working group, but we 21 believe that CEM is everyone’s role. We have an official department dedicated to CEM. 18 We use a different organizational structure for CEM than what’s 18 mentioned above. We aren’t currently focusing on CEM, but we plan to do so within 6 the next 12 months. © E Source45 www.esource.com || © 2012 E Source
    • 46. Leadership Teams Are Cross-Functional 71% use a cross-functional leadership team to guide the utility’s customer focus. Frequency of Meetings On no set schedule 10% More than once/month 15% Monthly 50% Quarterly 25% © E Source46 www.esource.com || © 2012 E Source
    • 47. 47 www.esource.com || © 2012 E Source
    • 48. Conference Includes Presentations from:  Key Note from Tammy McLeod, Arizona Public Services, Chief Customer Officer and 2010 Chief Customer Officer of the Year  Chris Bevel, Channel Experience Designer, FedEx  Zappos Head Quarters Tour  Zappos Speaker  Caroline MacKool, DTE, Customer Service Strategy  John Lincoln, Customer Experience Leader, Duke Energy  E Source staff presenting survey and benchmarking data  And many other industry professionalsLearn more at http://www.esource.com/ucec2012.
    • 49. Questions?49 www.esource.com || © 2012 E Source
    • 50. For more information Maureen Russolo E Source Director, Customer Experience Services maureen_russolo@esource.com P 303-345-9100 C 313-600-668750 www.esource.com || © 2012 E Source

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