What happens when the power goes out? Today’s world of mobile devices, email from anywhere and social media create the customer expectation that power companies should send timely, relevant information during a power outage – and in the customer’s preferred communication channel. Join Accenture and Xcel Energy for a behind-the-scenes peek at how they reimagined digital campaign management and customer preferences to deliver notifications during the most critical moments of the customer journey.

1. Bringing the Customer Journey to Light
June 17, 2015
Shane Tucker, Accenture
Elizabeth Sklaroff, Xcel Energy

2. Tom Tucker’s Story

4. Provider of wind power
provider in the nation for
the last decade
American Wind Energy Association (AWEA)
#1

5. (Xcel Energy Voice of the Customer Survey, 2014)
Customer satisfaction
around outage
communication is
67% — there’s room
for improvement.

6. Giving customers
more choices isn’t
as easy as saying
“Give customers
more choices…”

7. Phase One: Build a Strong,
Sustainable Foundation:
• Clean up and synchronize
customer data
• Refine and re-launch campaign
management in
Salesforce.com
• Launch a customer preference
center

8. Phase Two: Extend the preference center with choices, multi-
channel preference capture and triggered communications

9. 32% opt-down page save rate
82,000 unique customers have enrolled
in one billing, payment or outage preference
60% reduction in email campaign
workload for business intelligence team
62% open rate on triggered emails —
almost 3x marketing message benchmark

10. Our Journey is the Reward
 Establish the business need
 Build consensus for the long-term vision
 Understand customer and internal challenges
 Enhance and refine to meet changing needs
 Test, measure and report