Building a Digital Strategy and Roadmap
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1 Building a Digital Strategy and Roadmap
2 Creating Your Digital Strategy and Roadmap Presented by Eric Karcher and Jim Langdon From Eversource
3 What is Strategy?
4 What is a Roadmap? A B
5 Strategy and Roadmap Disney Design Process: DREAMER Anything is possible REALIST How to make it happen CRITIC What could go wrong
6 Age of the Customer
7 Age of the Customer
8 Age of the Customer Thanks Aneesh
9 Welcome to INSIDE-OUT POWER Inside Out Energy is a large-sized utility in the middle of America. They have been slow to update processes and they operate in an analog-first model. Five years ago the company invested a good amount of money into dedicated mobile sites. The mobile sites ranked high with J.D. Power, but low customer satisfaction (55%) and an outdated desktop experience kept them in the 3rd quartile for J.D Power. Since then, their budget has continually increased, they are seeking change, and senior leadership desires a move to customer-centric services; resulting in efficiency and a more modern brand perception. Despite their large budget and spending, the cannot seem to move the needle on customer satisfaction. The limited amount of VOC they are able to acquire is becoming more negative, and their lack of insight into the customer journey, doesn t allow them to determine where or why customers are falling out of the web and into the call center.
10 INSIDE-OUT Power WHAT CAME TO MIND? WHAT STOOD OUT?
11 The Path to a Plan Mission Statement Set the direction Digital Maturity Research and analysis Identify Solutions Impact Matrix Roadmap
12 I/O Power Mission Statement top in By 20 We want to be the quartile in CSAT the Midwest being customer data We will achieve this by, centric, driven and progressive.
13 I/O Power Mission Statement
14 I/O Power Mission Statement top By 20 we want to be quartile in in CSAT the midwest doing the same thing we always We will achieve this by have and succeed.
15 The Path to a Plan Mission Statement Digital Maturity Research and analysis Identify Solutions Impact Matrix Roadmap
16 Digital Maturity Predictive Personalization Adoption Usable/ Useful Thanks EY/ Duke
17 The Path to a Plan Mission Statement Digital Maturity Research and analysis Identify Solutions Impact Matrix Roadmap
18 Research and Analysis GAP analysis VOC INDUSTRY KNOWLEDGE / EXPERTS Journey maps VOE Personas ANALYTICS BEST PRACTICES
19 Feedback / Analytics It s 2017, why don t you have an app? NOTEABLE 88% of Users log in immediately and pay bills 24% of users still call CSR after visiting the site Too much conflicting search results You want me to send a fax? Are you joking? You want to come to my house for vegetation management? Why make it so hard for me to pay you????
20 Gap Analysis Inside-out Power A1 Power NDP&L Marceline Electric Account Dashboard Rapid view/pay bill Report an Outage Outage map Alerts Preference Mgmt. Start/stop Virtual Agent Chat Mobile App Ways to save/energy efficiency Absent Planned Fair Good Very good Excellent 20
21 The Path to a Plan Mission Statement Digital Maturity Research and analysis Identify Solutions Impact Matrix Roadmap
22 Factors in Finding Solutions What we know Don t know their customers Disjointed experience Can t do #1 task easy Causing call volume Help and support Journey mapping Billing & Payments Personas Analytics Tag management Click stream Behavioral Feedback Alerts Micro Strategies Digital Containment Contextual flows Navigation Onsite search SEO Digital Containment Help & Support Contact Us page Virtual Assistant FAQs
23 Factors in Finding Solutions Vendor Compatibility Organizational readiness Technology Budget Ongoing support
24 The Path to a Plan Mission Statement Digital Maturity Research and analysis Identify Solutions Impact Matrix Roadmap
25 HIGH EFFORT Impact Matrix Mobile App Billing and Payments Chat 2Nav Redesign 4 ADA Virtual Assistant Onsite Search Regulatory HIGH IMPACT Alerts 1 Click Stream Behavioral SEO Onsite 3 feedback Journey mapping Key user flows Contact Us Personas TMS LOW EFFORT LOW IMPACT
26 The Path to a Plan Mission Statement Digital Maturity Research and analysis Identify Solutions Impact Matrix Roadmap
27 Road Map Customer facing Key User flows TMS Contact Us Click Stream Billing and Payments Onsite feedback Behavioral Alerts Nav Redesign Mobile App Virtual Assistant Onsite Search Chat Personas Regulatory SEO ADA Journey mapping Internal
28 Questions? Eric linkedin.com/in/erickarcher Jim linkedin.com/in/jimlangdon
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