CX Strategy & Design in the domain of Participatory Energy for RMIT Online course As customers, how do we overcome disinformation and infoxication to invest in distributed energy resources (DER) or solar energy as an example? As vendors, how do we build trust, transparency, and independence in relevant information that empower potential customers to engage in renewable energy supply, storage and sharing?

1. The Final Project
Completed
Customer Experience Strategy
Presentation

2. 2
—
Outline
● Who are we?
● An insight from customer interviews
● Her as-is experiences
● Our collective CX Vision and Strategy
● Our proposed CX Design
● How will we measure and improve members’ experiences?
● What is next?

3. 3
—
Who are we?
We are a cooperative whose members share a common interest in
distributed energy resources (DER) generation and storage in order to
achieve sustainability and energy independence from the national grid.
We come from diverse backgrounds to meet regularly at a local community
centre and/or online to participate in inclusive and equitable workshops to
problem solve sharing energy among members of the community.
In the longer term, we encourage members to be self-sufficient in installing and operating solar
panels and batteries ourselves, instead of relying on external vendors

4. 4
—
An insight from customer interviews
Mary’s need for accurate, trusted, and independent technical information about DER
technology is growing alongside the worrying corporate trend of “greenwashing”.
However, she is unable to access accurate and easy-to-understand technical information on
DER technology without being exposed to heavy marketing and commercial influence.
She is forced to verify her information on DER products using a self-curated, cross-checking
approach to technical information that utilises a plurality of sources and platforms - many of
whom may also be subject to commercial influence.
Mary needs help to provide up-to-date technical information on the available DER products in
the Australian market to allow her to make informed consumer decisions outside the excessive
marketing and commercial influence of the corporations behind them.

5. 5
—
Her as-is experiences (I)
Find a photo that
represents your
customer:
Demographics:
Name: Mary
Age: 30
Location: Clayton, VIC
Biography:
Multicultural, bilingual background and
embraced principles of sustainability from
a young age. Immigrated with her family to
Australia.
Goals and aspirations:
Technical information that enables her to make
her own independent assessment of DER
technology, so that she may undertake
purchasing decisions with confidence.
Gains:
Access to specific, easy-to-understand and
practical technical information on DER
technology without undue commercial
influence.
Pains:
Extensive time and energy is spent filtering
through excess information and
“greenwashing” corporate campaigns.
Additional information:
She is independent at heart and has an inherent
distrust of big corporate “greenwashing”
influence. She conducts her life according to
regenerative and distributive sustainability
principles. She intuitively embraces the
Doughnut framework’s holistic approach to
sustainable development.
Mary’s persona

6. 6
—
Her as-is experiences (II)
Episode Engagement & acquisition Installation Operation &
maintenance
Retention
Narrative Embark on a journey of
discovery and assessment
about offers, pricing and
identify suitable provider to
transact
Understand product &
service enough to
provide requirements
to installer and
collaboratively create
an installation plan
Maintain regular
communication with
provider for both
hardware and
firmware
maintenance
Maintain ongoing
communication while
using the device via
online portal or smart
phone app
Channel
s
Online & offline Online & offline Online & offline Online & offline
Pains Confusing service offers
and options
Long drawn process Error-prone
engagement
Complex optimisation
algorithm
Gains Trusted online platform &
community forums
Timely and effective
response
Up to date online
resources
Prompt support

7. 7
—
Our collective CX Strategy Goals
Title Description Measure Time
Goal 3 Clarity & Context Provide users with clear, concise and
up-to-date technical information within its
appropriate energy-type context (ie. hydro,
biomass, biogas, solar power, wind power,
geothermal power, etc).
Number of page views, Google
reviews, seeking client feedback at
key points of their DER journey
while they use our platform.
Phase 1.
Goal 4 Collaborative &
Rewarding
Create a collaborative and discursive
environment where the members are
rewarded for contributing product & service
feedback.
Product review and service feedback can be
used whilst simultaneously competing for
points awarded by members.
The number of comments and
reviews
The number of users in the
leader’s board
Users comments and reviews
about products and services
information presented to them, at
the same time competing to be
leader in a scoreboard
Phase 2.
Goal 1: Unbiased & Independent Goal 2: Accessible Language

8. 8
—
Our collective CX Vision
Information for Action towards a Doughnut-Inspired planet
The single source of independent, trusted and actionable DER information to help
facilitate the emergence of a sweet spot between concentric rings of social
foundation and ecological ceiling where humanity thrives.
Information sources are transparently cited. At the minimum, the following
criteria are applied to vendor-related information:
● Are they reputable?
● Are they using quality materials?
● Is their workmanship up to standard?
● What after-sales service do they provide?

9. 9
—
Our proposed CX Design - prototype

10. 10
—
Our proposed CX Design - aspirational experience map
Episode Engagement & acquisition Installation Operation &
maintenance
Retention
Narrative Embark on a journey of
discovery and assessment
about offers, pricing and
identify suitable provider to
transact
Understand product &
service enough to
provide requirements
to installer and
collaboratively create
an installation plan
Maintain regular
communication with
provider for both
hardware and
firmware
maintenance
Maintain ongoing
communication while
using the device via
online portal or smart
phone app
Channel
s
Online & offline Online & offline Online & offline Online & offline
Pains
Relieved
Confusing service offers
and options
Long drawn process Error-prone
engagement
Complex optimisation
algorithm
Gains
Realised
Trusted online platform &
community forums
Timely and effective
response
Up to date online
resources
Prompt support
=> actionable information from fellow community members 😃
and meaningful rapport building with
fellow community members 😍

11. 11
—
How will we measure and improve members’ experiences?
We define
● Conversation: A collective sense-making session attended by participants online/offline
● Participants: Those who participated in conversations by voting and submitting statements
● Comments: They are submitted by participants to be voted by others
Quantitative Metrics
● No of Conversations per period
● No of Participants per conversation
● No of Votes cast per participant per conversation
● No of Comments submitted per participant per conversation
Qualitative Metrics
● Capture similarity and differences between participants by votes
● Capture similarity and differences between comments by votes
● Capture comments that are passed to indicate uncertainty
We wish to see diverging
comments gradually
converging into
consensus comments

12. 12
—
What is next?
As we learn more about the
● similarity and differences between comments and votes made, and therefore
● the concerns/needs and expertise/role of participants
in this rich energy ecosystem, the system/platform can begin to
● leverage machine intelligence to
● enhance the individual capabilities of participants to
● perform tasks and their experience
using the system/platform.
This can be achieved in many ways such as
● better matching of community members with more specific needs to others who
have had success overcoming them before
● by analysing patterns in comments and votes made by participants