the new energy consumer: driving engagement and satisfaction with an enhanced digital customer...
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The New Energy ConsumerDriving engagement and satisfaction with an enhanced digital customer experience
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Consumers are increasingly connected, mobile and social.
Digital connectivity is part of consumers daily lives—more than three quarters in developed countries use the internet.1
More than 1 billion consumers have smartphones and 75 percent in developed countries have mobile web access.2
Nearly half of consumers use social media to learn about providers and brands.3
1 http://www.un.org/apps/news/story.asp?NewsID=47729#.VbhUFvlViko2 http://www.emarketer.com/Article/Smartphone-Users-Worldwide-Will-Total-175-Billion-2014/10105363 http://www.iga.com/uploadedFiles/Alliance/B5-Resources/Nielsen/Studies/Nielsen%20Social%20Media%20Report%202012_FINAL.PDF
For the next generation of energy consumers, digital is not a channel but a way of life
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50%prefer mobile/web across seven of nine primary interactions with their energy providers
70%prefer self-service for energy services interactions
50%18-34 year olds would like to use social media credentials to log on their energy provider account
Source: Accenture New Energy Consumer Research 2014
70%experience challenges while interacting through their energy providers digital channels
41%believe their digital experience with their energy providers is more difficult than with other types of providers
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Yet, consumers still face challenges with the digital experience with their energy providers
Source: Accenture New Energy Consumer Research 2014
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Source: Accenture New Energy Consumer Research 2014
12%
13%
13%
14%
14%
15%
17%
24%
24%
24%
Provided inconsistent information
Did not provide a fun or interesting experience
Was not visually appealing
Was not personalized to your preferences
Did not function properly
Was too complicated to use
Was not user friendly or intuitive
Loading took too long
Made it hard to find what you were looking for
Did not display properly on your device
Consumers who experienced challenges while interacting through their energy providers’ digital channels
65%
Energy consumers have a wide range of digital dissatisfiers that need to be addressed
42% You delete or stop using applications after a few tries (1-4 times)
53% Did not do what you wanted
42% Limited functionality
40% Sent you too many notifications
35% Too slow
For mobile applications, first impressions are critical. Energy consumers will delete or stop using applications if they’re not user friendly.
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Given this consumer behavior, energy providers should incorporate the tenants of service design into their offerings.
Source: Accenture New Energy Consumer Research 2015.
So, what does a great digital customer experience look like?
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Consumers need to see, touch and feel exceptional experiences every day when they control their energy and manage their everyday lives. An enhanced digital customer experience will drive engagement and satisfaction.
Broad functionality
and consistency
across digital channels
Personalized experience
with relevant messaging and offers
Easy and fast to access
information and
transactions
User-friendly design and messaging
FlexibleEnjoyable and fun to
use
Social Service on the spot
Transparent and proactive
issue resolution
• Users can find information and perform most transactions across all channels with consistency
• Information is only a few clicks away and transactions occur seamlessly
• Site includes infographics, videos, and diagrams and avoids jargon
• Customers are able to design their own experience with content and communications
• Customer forums and social media issue resolution are included
• Gamification and rewards programs make it fun to visit the site again and again
• Site addresses issues and questions before they arise with outage information and usage insights
• Customers are recognized and communications and offers are relevant
• Virtual assistants and live chat make it easier to search for a topic or answer a question immediately
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