Harnessing data and using statistical approach to understand customer sentiment towards utilities

1. Harnessing Data and analysis to understand
Customer Sentiment towards Utility Companies
 Identify gap in customer sentiments
 Identify CSAT categories that presents the maximum
opportunities to cover the gap
 Develop CSAT roadmap by mapping strategic initiatives
 Develop tools to measure CSAT impact of strategic
projects, adjustments needed for Macro events such as
rate case, outages

2. 2
Customer Sentiment Model
• Statistical data modeling to identify customers’ emotional bond with their utilities
What is the Customer Sentiment Model?
• Use customer sentiment diagnostic data set
• Customer Sentiment modeling uses cutting edge IBM SPSS statistical tools and
automatic linear modeling approach to identify customers sentiments and emotional
connection to their utilities
• It takes into account approximately 25 different diagnostic elements to identify what
impacts customers sentiment the most.
Approach:

3. What we know through analytics:
Customer Sentiment Model
Responsible Corporate Citizen
Utility support for economic
development of local community and
active community partner
56% Pricing Options
Pricing options to manage
cost
11%
Reliable Power
Improvement in outage
management and
communication
13%
10%
Focused Communication
Positive Media Impact Management
Customer
Sentiment
Drivers
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4. Accuracy of the model
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The P-P plot of Studentized residuals compares the distribution of the residuals to a normal
distribution.The diagonal line represents the normal distribution.The closer the observed cumulative
probabilities of the residuals are to this line, the closer the distribution of the residuals is to the normal
distribution

5. Responsible Corporate
Citizen
Active community partner for
economic development and civic
improvement including local
volunteerism and sponsorships
More Price Options
Options to manage total cost and
meet customers lifestyle and
environmental choices
Reliable Power
Improved outage management
and communication
Focused Communication
Informed community and customers
about system improvements, energy
efficiency and effort s to keep costs
and rates low
While we need to continue to address the keys to satisfaction, there
are key focus initiatives to gain momentum faster……
Four Opportunities to Improve Customer opinion leading to Higher Customer Satisfaction
Communication
Outage
Management
Price Choices
Corporate
Citizenship
(#1 opportunity)
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6. Develop a CSAT Improvement plan with tools and
processes to measure and manage the progress
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