listening and engaging your customers: voices of experience national town hall meeting july 11, 2013
TRANSCRIPT
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Listening and Engaging your Customers: Voices of ExperienceNational Town Hall MeetingJuly 11, 2013
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The ChallengeConsumer awareness and sense of urgency is low
I don’t have time to pay attention
to this right now.
I keep hearing more scary news about
global warming. What does it all mean?
Will my bill go up?
I don’t really understand why
I need to change.
Will other people be able to see
my information?
What is the Smart Grid?
What is a kilowatt?
Are Smart Meters really safe?
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Consumer engagement is critical to success
© 2013 Silver Spring Networks. All rights reserved 3
• Smart grid enables transformation of the customer relationship
• Proactive consumer engagement is critical to smooth deployments and customer acceptance
• The more consumers know and understand, the more receptive
they are to grid modernization efforts
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Our Panel of Experts
• Paige Layne, Duke EnergyCommunication Manager; Customer Billing, Payments & Products; Smart Grid; Energy Efficiency
• Risa Baron, San Diego Gas & ElectricExternal Affairs Outreach Manager
• Laney Brown, Iberdrola USADirector of Smart Grid Planning and Programs
• Barbara Leary, Florida Power & LightSenior Director, Smart Grid Customer Education
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Voices of Experience
Characteristics of a Successful Customer Engagement Program1. Established strong guiding principles that provide direction throughout
the program. 2. Viewed customers as partners. 3. Engaged employees from the start and continued throughout the
program. 4. Started customer engagement efforts prior to the technology
deployment. 5. Managed change within the organization proactively. 6. Met customers in their preferred forum – traditional
mail, in person, or online. The channel is just as important as the message.
7. Recognized the importance of listening and engaging with customers who had concerns about the technology.
www.smartgrid.gov/voices
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View online atwww.smartgrid.gov/voices
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Getting Started
Laney Brown, Iberdrola USA
Guiding Principles provide the strategic vision to ensure consistent internal and external messaging and deliverables
A strong Program Management structure and governance with executive sponsorship is critical to project success
Goals ensure consistent delivery to milestones
On Time
On Budget
Best in Class customer
Satisfaction
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Communication Strategies
Alternative Visibility Framework: 'Communicate When It Counts'
• Large multi-year deployment over broad geographic area• High-level benefits messaging in broad communication channels• Specific messages targeted to stakeholders and customers• Primary focus post-activation
Partnership with Community Colleges: 'Energy Savings Essentials'
• Low tech, high touch• Free one-hour class offered by community colleges• How to use the smart meter energy dashboard to create an energy
savings plan• Special outreach to limited income customers, seniors
Barbara Leary, FPL
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Communication Strategies
Monitoring and Escalation• Enhanced processes in billing and customer care• Daily national media monitoring• Weekly review of customer concerns with cross-functional team• Weekly calls with change network• All customer questions referred to specially trained advocates• Monthly review with VPs of customer service, communication,
external affairs, government affairs
Barbara Leary, FPL
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Communication Structure
Decision Makers Customers Industry/Peers
Demonstrate Inform Promote
Envision Center face-to-face
Direct Mail Telephone / email Face-to-Face Envision Center
National Media Online publications Blogs Envision Center
Audi
ence
Goa
lTa
ctic
Paige Layne, Duke Energy
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Customer Communication Touch Points
Customer Service and Support
Day 1 Day 5 Day 6-15 Day 26 Day 45+ Day 60+Day 36
Meter Reading and Billing certification occurs
Meter installation vendor
Day 18
Duke Energy Web Page
Vegetation Mgmt Door
HangerManage
VegetationPostcard
NotificationCanvas and Door
Hanger Outbound Calls Letter 1Disconnect
NoticeDisconnect
Door HangerCertification
LetterDaily Usage
Postcard
The “Mark & Don” Strategy
Old-Fashioned Customer Engagement• specific
• one-on-one• high touch / personal
• EFFECTIVE!
Over 1,300 customers engaged since 2010
New Customer Relationships
Paige Layne, Duke Energy
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Communicating Before and During Installation• 60-90 Days: Meet with elected officials and community leaders • 30-60 Days: Participate in community events • 30 Days: Mail customer notification letter • 3 Days: Outbound dialer notification began May 2010• Day of: Personal contact (installer and SDG&E as needed) and door
hanger• 7-Day after install: High/Low Bill check• Within 2 weeks after install: Personal follow-up by SDG&E with a
sample of customers to answer questions and offer information on programs and services
12Risa Baron, SDG&E
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Collaborating with Stakeholders• Local and national media• Community organizations and local leaders, and industry
collaboration• Technical Advisory Panel with regulators, state commissions
Green Partners Program• Program developed to expand the reach of community education by
partnering with environmental and community based organizations
• Smart Meter program provided resources to reach out to educate their community on smart meter technology, demand response, and energy-efficiency
13Risa Baron, SDG&E
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Discussion Questions
Questions• Please describe how you use social media in your project• For your smart grid communications program, what did you do
differently? New Processes? Different mindset?• What are your top two lessons learned?• Your best piece of advice to utilities just embarking on their smart grid
project
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The Duke Energy Key Room
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View online atwww.smartgrid.gov/voices