creating a personalize, proactive and channel of choice customer experience marketing executives...
TRANSCRIPT
![Page 1: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/1.jpg)
Creating a Personalize, Proactive and ChannelCreating a Personalize, Proactive and Channel
of Choice Customer Experienceof Choice Customer Experience
Marketing Executives Conference
October 2013
New Orleans, LA
Penni McLean-Conner, Chief Customer OfficerNortheast UtilitiesOctober 2013
![Page 2: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/2.jpg)
Our journey to redefining the customer experience
Our business case for change
Our strategy to proactively engage our customers
Our path forward
![Page 3: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/3.jpg)
Drives a fundamental shift in the way customers want to
access, monitor and manage information
Transforming the customer experience requires people, process and technology
Requires a Transformation of Customer Engagement from Reactive to Proactive
Changing Customer
Demographics
Customer Demand for Data Analytics
![Page 4: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/4.jpg)
Greatest Silent Boomer Gen X Gen Y
1909-28 1929-45 1946-64 1965-81 1982-01
We serve 5 distinct Generations
58,000,000
44,000,000
62,000,000
76,000,000
80,000,000
![Page 6: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/6.jpg)
We are seeing a shift to a multi-channel digital society
![Page 7: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/7.jpg)
Big data has tremendous value to customers and us
Energy Consumption Data
SCADA/OMS
Real Estate Data
![Page 8: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/8.jpg)
Big data has to be mined to transform the experience
Turning Data into Actionable Insights
PERSONALIZE
PROACTIVECustomer Segmentation
Smart Meter Analytics
Fraud & Theft Detection
Customer Sentiment Analysis
Customer Energy Management
EE Target Marketing
![Page 9: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/9.jpg)
We are fast-forwarding our customer engagement transformation
►Process►.
►People►.
![Page 10: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/10.jpg)
NU Image Project is fundamentally focused on employees
Untrained in customer service
Lack customer service
tools, collateral, support
Field Employees are:
FieldOperations
67% Conduct over 2 million customer contacts per year
CustomerGroup19%
Support14%
![Page 11: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/11.jpg)
We want customer focused employees
Be Safe I uphold the highest safety standard for myself,
my coworkers and my customers, first and always
Respect Customer’s PropertyI value and treat my customer’s property as if it
were my own
Be Proud I perform my work with professionalism,
integrity and respect worthy of my trade Do the Right Thing I am personally accountable for the quality of
my work and my interactions with every customer, every time
Communicate With and Involve Customers
I will keep my customers informed of what I’m doing, why and my next steps
Grounded in Common Values Supported by HR Processes+
![Page 12: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/12.jpg)
We will re-engineer our processes
Proactive
Create positive real-time customer engagement
Follow-up on completed work
![Page 13: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/13.jpg)
We will ground our process redesign in customer research
767
Accuracy matters…
1-10 min
Impact of ETR Accuracy on Customer SatisfactionResidential Customers
…as does being Proactive
Utility calls customer
Preferred Outage Information Channels
![Page 14: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/14.jpg)
Our research reveals customer experience opportunities
Customers are more satisfied with an outage during which they receive
>6 points of information than if they never had an outage
Customers who haven’t had an outage
Impact of Providing Outage Information Points on SatisfactionResidential Customers
![Page 15: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/15.jpg)
The New Blue Sky Outage Experience attempts to reach all customers impacted by outages
“Thank you for being the first to
report this outage…”
Proactive - reaches all impacted customers
More precise ETR Algorithm
Enhanced messaging with more outage communication data points
![Page 16: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/16.jpg)
Drives a fundamental shift in the way customers want to
access, monitor and manage information
The path to redefining the customer experience is clear
Requires strategies on People, Process and Technology
Changing Customer
Demographics
Customer Demand for
Analytics
![Page 17: Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner,](https://reader031.vdocuments.site/reader031/viewer/2022032722/56649f435503460f94c64238/html5/thumbnails/17.jpg)
Our transformation journey begins NOW with people and process
Personal + Proactive
Consistent Integrated Designed
“Kno
win
g ou
r cus
tom
ers”
“Servicing our Customers”
React + Recover
Inconsistent Siloed Ad hoc Process
Maturity
Customer Insight