Challenges and Rewards of Customer Engagement in a Digital World

1. WGLEnergy.com
CHALLENGES AND REWARDS OF CUSTOMER
ENGAGEMENT IN A DIGITAL WORLD
STEAL THESE IDEAS:
DIGITAL STRATEGIES
FOR REACHING
RESIDENTIAL
CUSTOMERS
DUANE BAILEY | 2017

2. WGLEnergy.com#REM2017
ICEBREAKER ACTIVITY
2
Type: https://kahoot.it in your browser or download the app
on your mobile device

3. WGLEnergy.com#REM2017
CAPTURING MINDSHARE IS A TOP CHALLENGE
3
The average attention span has fallen to 8 seconds.

4. WGLEnergy.com#REM2017
HOW WE USE SOCIAL IS ANOTHER
4
Social channels were built to facilitate two-way
conversations, not single-click purchases.

5. WGLEnergy.com#REM2017 5
STEAL THESE IDEAS TO REACH & ENGAGE
RESIDENTIAL CONSUMERS
▶ Define the problem you are trying to solve.
▶ Establish your brand as a thought leader.
▶ Measure results.
▶ Connect with your audience.
▶ Optimize your customer experience
throughout the value chain.

6. WGLEnergy.com#REM2017 6
DEFINE THE PROBLEM
What business are you in?

7. WGLEnergy.com#REM2017 7
ESTABLISH THOUGHT LEADERSHIP
Share freely &
provide value.

8. WGLEnergy.com#REM2017 8
CONNECT WITH YOUR AUDIENCE
Create relationships
with people.

9. WGLEnergy.com#REM2017 9
OPTIMIZE CUSTOMER EXPERIENCE
Make it easy for people to do
business with you.

10. WGLEnergy.com#REM2017
MEASURE RESULTS
10
FOCUS ON METRICS
THAT MATTER:
▶ Attribution
(Single- vs. Multi-touch)
▶ Lead generation
(Quality vs. Quantity)
▶ Revenue
▶ Profit

11. WGLEnergy.com#REM2017
THE REWARDS OF ENGAGEMENT
11
15% use social media in choosing utility services.
84% will not engage with a brand until trust has been
established.
TRUST AND INFLUENCE AMONG CONSUMERS

12. WGLEnergy.com
WE ARE
WE ARE
DUANE BAILEY
Marketing Manager, WGL Energy
@wglenergy | @duanebailey