Delivering Improved Customer Experiences                  and Operational Savings Through Your                  Website, S...
Outline    1. What is E Source    2. Rising Customer Expectations    3. Contact Channels and Management          Mobile  ...
What is E Source?    What: Membership-based energy efficiency advisory service; unbiased     research and analysis.      F...
Each E Source Service Contains     Resources       Newsletters and trends       Research reports, case studies, & best ...
5   www.esource.com || © 2012 E Source
6   www.esource.com || © 2012 E Source
Mobile Web and Apps7                  www.esource.com || © 2012 E Source
United States                                    Canada    83%    of American adults have a cell phone                    ...
United States                                    Canada    46% 38%    of American adults have a smartphone   of Canadian a...
Canada                       13%     households reported they used a cell phone exclusively, up from 8% in 200810         ...
United States         29%     of American adults have a tablet or e-reader11                                             w...
51     utilities have a mobile-optimized website                     14        utilities have a mobile application12      ...
Most Common Mobile-Optimized     Features                                Outage/Emergency Reporting                       ...
Tips for Developing a Mobile Website      Do:          Allow the site to auto-detect mobile visitors          Research ...
Text Messaging15               www.esource.com || © 2012 E Source
United States                                    Canada     83%     of American adults have a cell phone                  ...
United States                                               Canada     73% 65%of American adults use their phone for text ...
Of those 73% of American’s who text                 31%     Of adults prefer text messaging to talking on                 ...
Benefits of Text Messaging for Utilities      Service Gap - Customers already know, use, and       prefer text messaging ...
Types of Text Messages      Account balance              Outage notifications      Bill amount and due date;    Usage ...
Utilities offering Text-to-Pay service        Denver Water        NorthWestern Energy        Salt River Project       ...
Online Chat22                 www.esource.com || © 2012 E Source
Utilities Offering Chat       DTE Energy (pilot)       Memphis Light, Gas, and Water       Reliant Energy       Southe...
TXU Energy’s Chat Window24                              www.esource.com || © 2012 E Source
25   www.esource.com || © 2012 E Source
Reasons for Deploying Chat        Is cost effective        Decreases web abandonment rate        Contains contact in we...
Social Media27                  www.esource.com || © 2012 E Source
Big 5 Still Dominate                  96% (up from 74% in 10)                  80%   (up from 65% in ‘10)                 ...
Channel Followers                                                     36%                  12%                         18%...
Channel Followers                                             30%                        14%                              ...
Top Five Social Media Issues31                              www.esource.com || © 2012 E Source
E Source 2012Utility Social Media Survey   Integrating social media into        a broader customer          experience pla...
E Source 2012Utility Social Media  Have You Had To Report Social Media   Interactions To Your Commission?                 ...
2011 E Source Social Media SurveyImportant Uses of Social Media • Outages/crisis – 90% • EE/safety tips – 84% • Corp Comm ...
Managing Customer’s Preferred Contact     Channels               www.esource.com || © 2012 E Source
Preference Centers = Customization     Customers can choose       Frequency of contacts from their utility       Contact...
Channels and Communication Types      Contact channels          E-mail          Online message center          Outboun...
38   www.esource.com || © 2012 E Source
Portland General Electric39                               www.esource.com || © 2012 E Source
Customer Experience40                  www.esource.com || © 2012 E Source
Experiences Happen Everywhere                                    Web                                            Self-     ...
Customer Experience     Management Means …          The process of deliberately           planning and enhancing all      ...
83 Percent Engage in CEM or Plan to     in the Next 12 Months      Respondents Engaging in CEM                            ...
Percentages may total more than 100%, as respondents could select more than one response.44                               ...
Organizing Around CEM                                                                              Respondents      Depart...
Leadership Teams Are Cross-Functional     71% use a cross-functional leadership team to guide the utility’s     customer f...
47   www.esource.com || © 2012 E Source
Conference Includes Presentations from:   Key Note from Tammy McLeod, Arizona Public Services, Chief    Customer Officer ...
Questions?49                www.esource.com || © 2012 E Source
For more information     Maureen Russolo     E Source     Director, Customer Experience Services     maureen_russolo@esour...
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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 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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Delivering Improved Customer Experiences and Operational Savings Through Your Website, Self-Service, and Social Media

  1. 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. 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. 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. 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. 5 www.esource.com || © 2012 E Source
  6. 6. 6 www.esource.com || © 2012 E Source
  7. 7. Mobile Web and Apps7 www.esource.com || © 2012 E Source
  8. 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. 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. 10. Canada 13% households reported they used a cell phone exclusively, up from 8% in 200810 www.esource.com || © 2012 E Source
  11. 11. United States 29% of American adults have a tablet or e-reader11 www.esource.com || © 2012 E Source
  12. 12. 51 utilities have a mobile-optimized website 14 utilities have a mobile application12 www.esource.com || © 2012 E Source
  13. 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. 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. 15. Text Messaging15 www.esource.com || © 2012 E Source
  16. 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. 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. 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. 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. 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. 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. 22. Online Chat22 www.esource.com || © 2012 E Source
  23. 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. 24. TXU Energy’s Chat Window24 www.esource.com || © 2012 E Source
  25. 25. 25 www.esource.com || © 2012 E Source
  26. 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. 27. Social Media27 www.esource.com || © 2012 E Source
  28. 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. 29. Channel Followers 36% 12% 18% 12% 5000+ = 18% 12,000+ = 2 14%29 www.esource.com || © 2012 E Source
  30. 30. Channel Followers 30% 14% 5000+ = 18% 10% 10,000+ = 3 24%30 www.esource.com || © 2012 E Source
  31. 31. Top Five Social Media Issues31 www.esource.com || © 2012 E Source
  32. 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. 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. 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. 35. Managing Customer’s Preferred Contact Channels www.esource.com || © 2012 E Source
  36. 36. Preference Centers = Customization Customers can choose  Frequency of contacts from their utility  Contact channels  Communication types36 www.esource.com || © 2012 E Source
  37. 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. 38 www.esource.com || © 2012 E Source
  39. 39. Portland General Electric39 www.esource.com || © 2012 E Source
  40. 40. Customer Experience40 www.esource.com || © 2012 E Source
  41. 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. 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. 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. 44. Percentages may total more than 100%, as respondents could select more than one response.44 www.esource.com || © 2012 E Source
  45. 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. 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. 47 www.esource.com || © 2012 E Source
  48. 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. 49. Questions?49 www.esource.com || © 2012 E Source
  50. 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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