Delivering Improved Customer Experiences and Operational Savings Through Your Website, Self-Service,...
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www.esource.com 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 Services March 26 2012
Delivering Improved Customer Experiences and Operational Savings Through Your Website, Self-Service, and Social Media
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
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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. 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. 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. 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 www.esource.com || 2012 E Source
6. 6 www.esource.com || 2012 E Source
7. Mobile Web and Apps7 www.esource.com || 2012 E Source
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. United States Canada 46% 38% of American adults have a
smartphone of Canadian adults have a smartphone9 www.esource.com ||
2012 E Source
10. Canada 13% households reported they used a cell phone
exclusively, up from 8% in 200810 www.esource.com || 2012 E
Source
11. United States 29% of American adults have a tablet or
e-reader11 www.esource.com || 2012 E Source
12. 51 utilities have a mobile-optimized website 14 utilities
have a mobile application12 www.esource.com || 2012 E Source
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. 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 Dont: 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. Text Messaging15 www.esource.com || 2012 E Source
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. 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. Of those 73% of Americans who text 31% Of adults prefer
text messaging to talking on the phone18 www.esource.com || 2012 E
Source
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. 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. 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. Online Chat22 www.esource.com || 2012 E Source
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. TXU Energys Chat Window24 www.esource.com || 2012 E
Source
25. 25 www.esource.com || 2012 E Source
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. Social Media27 www.esource.com || 2012 E Source
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
31. Top Five Social Media Issues31 www.esource.com || 2012 E
Source
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. 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. 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
36. Preference Centers = Customization Customers can choose
Frequency of contacts from their utility Contact channels
Communication types36 www.esource.com || 2012 E Source
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 www.esource.com || 2012 E Source
39. Portland General Electric39 www.esource.com || 2012 E
Source
40. Customer Experience40 www.esource.com || 2012 E Source
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. 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. 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. Percentages may total more than 100%, as respondents could
select more than one response.44 www.esource.com || 2012 E
Source
45. Organizing Around CEM Respondents Departmental structure
(%) We have a small working group devoted to CEM. 36 We dont have a
department or small working group, but we 21 believe that CEM is
everyones role. We have an official department dedicated to CEM. 18
We use a different organizational structure for CEM than whats 18
mentioned above. We arent 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. Leadership Teams Are Cross-Functional 71% use a
cross-functional leadership team to guide the utilitys 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 www.esource.com || 2012 E Source
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. Questions?49 www.esource.com || 2012 E Source
50. For more information Maureen Russolo E Source Director,
Customer Experience Services [email protected] P
303-345-9100 C 313-600-668750 www.esource.com || 2012 E Source