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Water utilities are far behind in terms of being in a truly competitive environment for the household or the residential customer. Due to this, investment in customer experience management has not …

Water utilities are far behind in terms of being in a truly competitive environment for the household or the residential customer. Due to this, investment in customer experience management has not been top priority for most of the water utilities

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  • 1. © 2013 WIPRO LTD | WWW.WIPRO.COM1 In Perfect Flow An approach to manage customer experience in water utilities
  • 2. © 2013 WIPRO LTD | WWW.WIPRO.COM2 In Perfect Flow An approach to manage customer experience in water utilities Water utilities are far behind in terms of being in a truly competitive environment for the household or the residential customer. Due to this, investment in customer experience management has not been top priority for most of the water utilities
  • 3. © 2013 WIPRO LTD | WWW.WIPRO.COM3 Customer experience emerges as a key focus The UK has taken the lead in ensuring that the water utilities focus on customer experience with the regulator introducing a Service Incentive Mechanism (SIM) Customers expect: • Affordable bills • Reliable water and sewage services • High quality water • Protection of the environment • Responsive customer service • Better information Business Strategy + Regulation The need to improve customer experience
  • 4. © 2013 WIPRO LTD | WWW.WIPRO.COM4 Challenges in measuring customer experience External data from personal credit rating agencies with demographic data can define scores Is it practical to map every customer on the basis of his/her customer satisfaction score and develop strategies to manage them on the basis of that score, so that the overall score is improved? Credit rating scores of customers can be created on how and when customers have paid bills Measurement and Analysis is critical for continuous improvement How does a water utility measure customer experience? The below scoring method does not cover the entire customer base and does not necessarily answer customer expectations
  • 5. © 2013 WIPRO LTD | WWW.WIPRO.COM5 Understanding customer experience drivers To improve the customer experience, water utilities need to:  Improve the efficiency and handling of ‘Necessary’ events (and those of the avoidable events those could not be avoided)  Reduce the ‘Avoidable’ events  Identify and create the highest impact ‘Advisable’ events The ‘events’ through which a customer experiences a Water and Sewerage services company can be classified into Necessary, Avoidable and Advisable Customer experience is established or changed also on the fact that customer had to contact the utility in the first place
  • 6. © 2013 WIPRO LTD | WWW.WIPRO.COM6 Measure Customer Experience – using a Scoring Mechanism  The objective is to segment the customer on the basis of CEI and drive targeted strategies to improve the scores which would ultimately improve customer experience and satisfaction levels  Different scores can be allocated to different unwanted & wanted interactions  Business rules can be defined based on common perceptions on how majority of the customers feel about being subjected to different issues  Different weightages can be applied to the nature of interaction based score and contact handling score to derive the composite CEI A composite customer experience score called Customer Experience Index (CEI) can be derived for every customer based on the nature of interaction (wanted or unwanted) and handling of the interaction
  • 7. © 2013 WIPRO LTD | WWW.WIPRO.COM7 Managing Customer Experience The CEI score based analytics can be used to focus on the right customers thereby intelligently and holistically managing the experience of the overall customer base Enabling continuous improvements in customer experience through CEI score management
  • 8. © 2013 WIPRO LTD | WWW.WIPRO.COM8 Conclusion Customer experience can be holistically and intelligently managed and continuously improved by having an efficient root cause analysis and improvements system in place. In order to measure the success or failure of the strategies to improve customer experience, appropriate measurement mechanisms need to be in place The customer experience index (CEI) score derivation approach will help in addressing measurement challenges in determining customer experience Improvement in CEI scores can be correlated to reduction in unwanted calls handled by the Water Utility and lower cost to serve- and that can be ultimately passed onto customers
  • 9. © 2013 WIPRO LTD | WWW.WIPRO.COM9 For more details please visit the link below: http://www.wipro.com/insights/?act=Download&pdfURL=http://w ww.wipro.com/documents/in-perfect-flow.pdf
  • 10. © 2013 WIPRO LTD | WWW.WIPRO.COM10 About Wipro Ltd. Wipro Ltd. (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company that delivers solutions to enable its clients do business better. Wipro delivers winning business outcomes through its deep industry experience and a 360 degree view of “Business through Technology” - helping clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro has a workforce of 140,000 serving clients across 57 countries. For more information, please visit www.wipro.com. For more information, please visit www.wipro.com
  • 11. © 2013 WIPRO LTD | WWW.WIPRO.COM11 Thank You ©Wipro Limited, 2013. All rights reserved. For more information visit www.wipro.com No part of this document may be reproduced in whole or in part without the written permission of the authors. Wipro is not liable for any business outcome based on the views presented in this document. For specific implementation clients should take advise from their client engagement manager.