Creating Meaningful Customer Engagement

Transcription

1 Creating Meaningful Customer Engagement Presented by: Chris Oberle Senior Vice President Prepared for: Western Energy Institute Customer + Corporate Symposium March 9, 2017

2 Brand Trust and Engagement emerge as important metrics "If your customers think more highly of your company than your operations, you'll please the regulator, our financial results will reward shareholders, and employees can then reap significant rewards. - Mike Morris, AEP Chairman, President and CEO Industry innovation is bringing new opportunities for our companies to improve services and offer greater value to our customers while preserving a close relationship, which will be key to continued success, - Bob Kump, CEO, Avangrid Networks, on being designated MSI Cogent 2016 Utility Customer Champion (Cogent Reports) shows that (LADWP) is making tremendous progress and delivering the results our business customers expect. We will continue working hard to make L.A. safer and more sustainable, improve performance, and set the bar even higher. - Eric Garcetti, Mayor of Los Angeles, CA A brand's image' provides a stronger incentive for buying even than the perception that it is a better product... Greater awareness of your brand is the major component driving brand equity. - V. "Seenu" Srinivasan, Professor at Stanford Graduate School of Business 2

3 Defining Customer Engagement

4 Great News: Customer Satisfaction Reaches an All-time High 766 Industry Operational Satisfaction Index Trending YE 2015 Q1'16 Q2'16 Q3'16 YE 2016 Scoring is on 1000-point scale and based upon trailing 4 quarter averages Source: Residential Utility Trusted Brand & Customer Engagement study 4

5 Satisfaction Increases Are Not Due to Positive Changes in Operational Metrics - So, why is customer scoring increasing? Service Quality Changes No Longer Have an Impact on Customer Scoring Received an inaccurate bill from Charged a fee to pay my bill with them Heard about a rate increase Changed the way I pay my utility bills Utility changed the format/appearance of bill Changed to a different rate plan with utility Signed onto online account with utility Experienced a safety issue with service YE 2015 Q Q Q YE 2016 Heard/notified about a local service outage/safety or emergency issue Experienced lenghty interruption Source: Residential Utility Trusted Brand & Customer Engagement study 5

6 Scoring is increasing as customers become more engaged in products and brands - Utilities are not talking their way to higher scoring 90% Communications Recall compared to Offering Usage and Brand Building Recall Communication Use value-added offering Brand Building Activities 85% 80% 75% 70% 65% 60% YE 2015 Q Q Q YE 2016 Source: Residential Utility Trusted Brand & Customer Engagement study 6

7 Most Trusted Brand is the new consumer battleground 7

8 Maslow defined a customer engagement model Actualized Relationship Esteem and Purchases Engaged Customer Relationships Product Demand and Experience Customers want to do business with you Love and Belonging Brand Trust Safety and Security Basic Needs Safety and Reliability Billing, Payment and Service Customers don t mind doing business with you 8

9 Engaged Customer Relationship Index Maslow s model in action Brand and Product excellence provide highest customer scoring Customer scoring by achieving top performance Operational Satisfaction Brand Trust Product Experience Top 3 Box Rating (0-10 scale) Source: Residential Utility Trusted Brand & Customer Engagement study 9

10 Brand and Product Offerings compose 2/3 of Customer Engagement 360 o Residential Customer Engagement Evaluation Strategic Factors % Importance on Operational Satisfaction Strategic Factors % Importance on Brand Trust 44% Safety & Reliability 35% Billing & Payment Customer Focus 20% Company Reputation & Advocacy 19% Communications Effectiveness 18% Reliable Quality 16% Community Support 14% Environmental Dedication 14% Brand Trust 33% Engaged Customer Relationship (ECR) Product Experience 29% Operational Satisfaction 38% 21% Customer & Field Service Strategic Factors % Importance on Product Experience 70% Design Features 23% Benefits Awareness 7% Usage Performance 10

11 Customer Relationship strength increases over last year but is stabilizing Industry Residential Customer Management Trending YE 2015 Q1'16 Q2'16 Q3'16 YE Engaged Customer Relationship Index Brand Trust Index Product Experience Index Operational Satisfaction Index Scoring is on 1000-point scale and based upon trailing 4 quarter averages 11

12 2016 West Region Utility Customer Engagement Performance Rankings Natural Gas Combination Electric Southwest Gas 782 SDG&E 729 Portland General Electric 780 Cascade Natural Gas 757 Xcel Energy- West 712 Pacific Power 747 SoCalGas 757 Puget Sound Energy 710 Salt River Project 746 Questar Gas 754 Combination West Average 710 SMUD 742 NW Natural 753 Avista 706 Idaho Power 738 Gas West Average 751 PG&E 706 Seattle City Light 735 Intermountain Gas Company 738 NorthWestern Energy 698 Southern California Edison 728 New Mexico Gas Company 720 Electric West Average 718 APS 715 Los Angeles Department of Water & Power 711 Rocky Mountain Power 710 Tucson Electric Power 709 NV Energy 687 PNM

13 West Region Strong Brand Trust is required to build customer loyalty and provider preference among utility customers Likely to Leave Utility is Great Product Provider 90% 80% 70% 81% 72% 70% 60% 50% 60% 55% 51% 49% 46% 45% 45% 45% 54% 40% 33% 30% 20% 10% 0% 15% 7% 0% 2% 3% 100 to < to < to < to < to < to < to < to < to 1000 Brand Trust Index 13

14 What Customer Engagement looks like Customer Metrics Low Customer Engagement High Customer Engagement Difference Use enhanced offerings 31% 53% 22% Utility is industry innovation leader 0% 39% 39% Utility is a great product provider 3% 63% 60% Is a trusted adviser 3% 13% 10% Operational Satisfaction Safety and Reliability Billing and Payment Customer and Field Service Company Reputation & Advocacy

15 Product Engagement

16 What makes a great product engagement experience? Product Experience Impact Weightings Product Usage, 7% Benefits Awareness, 23% Design Features, 70% 16

17 Customer Segments Shop in Different Ways So Appeal to them in Different Ways Shopping Behaviors Compared to Market Averages Black Hispanics Low Income Traditionalists Digital Types Environmentally Focused Consumption Managers Newcomers Young Established Urban Urbanites Suburbs I am usually one of the first to adopt a new product 2% 3% -2% -1% 3% 1% 4% 1% 6% 2% -1% Owning the latest product design or technology is important 2% 3% -2% -1% 3% 1% 4% 0% 5% 1% -1% I consider the environmental impact of my purchases -4% 0% -3% -1% 2% 54% 2% -2% 0% 0% -1% Getting a good deal on a product I purchase is important -7% -12% 2% 6% -4% -13% -8% -4% -16% -5% 5% Products offered by well-known brands are most desirable 1% 0% -2% 2% 1% -3% 2% 0% 1% 0% 1% High quality is more important than low price -1% -5% -9% 3% 1% -1% 3% -6% -5% -3% 6% 3rd party endorsements are important in purchase decisions -1% 1% -1% 0% 1% 0% 3% 0% 3% 1% 0% It is important to consider the convenience of a product before purchasing -1% -2% 0% 2% 0% -5% 0% -1% -2% 0% 1% Prefer to use vendors that have great customer service -7% -6% -4% 3% -1% -4% -1% -2% -8% -3% 4% Prefer to shop online or mobile versus visiting a store -2% -2% -2% -3% 6% -3% 0% 2% 2% 0% 0% Prefer to use vendors who give back to the community 0% 0% 0% 0% 2% 6% 3% 1% 2% 1% -2% I seek products that increase my comfort at home 5% -2% -1% 2% 0% -6% -1% -2% -4% -1% 2% 17

18 Product Demand Journey Maps help manage Customer Engagement - Targeted Awareness and Provider Preference matter most Energy Efficiency Rebate Program ECR Score Immediate Demand Use Next 6 months I have or use this offering % Double overall Immediate Demand of 5% 11% Aware of Offering I'm interested in or would use this offering Prefer utility as vendor 60% 29% 88% 571 Prefer 3rd party I'm not interested in using this offering % 29% 14% Need a brand and products communications plan 18

19 Let customers take it easy West Region Utilities Customer Effort Index Score Portland General Electric 819 Mobile App Service Effort, 4.0% Bill Easy to Understand, 10.9% Customer Effort Scoring Model Products Make it Easy to Be Customer, 10.8% Easy to Obtain Product Information, 10.8% Easy to Enroll in Programs/ Products, 9.6% Phone Service Effort, 10.0% Bill Pay Effort, 11.0% Online Service Effort, 7.3% Easy to Use Offerings, 9.5% Easy to Understand Communications, 16.0% Customer Effort dictates 95% of Satisfaction scoring Southwest Gas 819 SoCalGas 800 Cascade Natural Gas 799 Intermountain Gas Company 789 Questar Gas 789 NW Natural 787 Salt River Project 782 Pacific Power 780 Idaho Power 778 SMUD 771 SDG&E 764 Seattle City Light 764 Southern California Edison 760 New Mexico Gas Company 758 APS 749 Rocky Mountain Power 746 Puget Sound Energy 745 Xcel Energy- West 745 Los Angeles Department of Water & Power 745 PG&E 743 NorthWestern Energy 742 Avista 736 NV Energy 735 Tucson Electric Power 735 PNM 715 Hawaiian Electric

20 Brand Engagement

21 Brand Building Activities can Increase Customer Engagement West Region Brand Building Activities Engaged Customer Relationship Index Utility is more customer focused than financially focused 830 Has positioned itself as a trusted advisor on energy topics 829 Utility organizes community gatherings to obtain customer feedback 816 Utility has programs that help the local economy 804 Utility is a great product provider 804 Utility has programs that support local schools 803 Aware of charitable giving or donations 802 I'm aware of utility's sponsorship of local sports teams 787 Aware of sponsorship of local events or causes 785 Aware of utilities efforts to build its local image 777 Ability to keep personal information safe 775 Overall West Region

22 Communications Effectiveness Index Communications Intensity can get the word out about brand and offerings Targeted Communications On Target Kentucky Utilities AEP Kentucky Power Out of Touch Off Topic Communications Intensity Index Recall % x (# Recall / # Market Recall) x # Messages x # Mediums 22

23 Utilities over communicate through mass media think Tactical Communications Mediums Recalled Preferred Diff TV/radio 20% 5% 15% Utility website 21% 11% 9% Bill insert/newsletter 32% 23% 9% Message printed on the bill 18% 10% 7% Newspaper/magazine advertising 8% 2% 6% Billboard 6% 1% 5% Online advertising 7% 2% 5% Community event 5% 2% 4% News broadcast sponsorship 5% 1% 4% Utility social media profile 5% 2% 3% Company interviews in news media 4% 1% 3% Message on automated voice system 2% 0% 1% School or College Handouts or Speaking 2% 1% 1% Phone call you received from utility 2% 2% 0% Utility mobile app 5% 5% 0% Text message 3% 5% -1% Direct mail 18% 25% -7% 14% 34% -20% 23

24 Develop a brand value proposition that engages your customers Among 130 Utility Brands Sorted by Brand Traits of Ideal Utility Highest Mentions Lowest Mentions Variance Reliable service 76% 29% 47% Safe operations 41% 0% 41% Customer focused 51% 11% 40% Helps me save money 59% 20% 39% A great value 52% 15% 37% Easy to deal with 44% 11% 33% Problem solvers 22% 0% 22% Financially strong 22% 1% 21% Environmental stewards 22% 2% 20% Makes you comfortable 20% 1% 19% Socially responsible 19% 0% 19% Technology leader 18% 0% 18% Invests in community 17% 0% 17% Locally focused 18% 1% 17% Future focused 15% 0% 15% Offers a variety of products 15% 0% 15% Focused on innovation 14% 0% 14% Improving your state 13% 0% 13% A global citizen 12% 0% 12% Summary Brand Traits % Mentions Innovation 22% Customer / Community 54% Globally Responsible 30% Service Focused 66% Financial / Value 61% 24

25 Create customer advocates West Region Advocacy Measures Low Customer Engagement High Customer Engagement Utility is a good stock investment sentiment 24% 70% Likelihood to switch to another viable energy provider 69% 42% NPS Score (recommendation based) rd Party Recall (Media is about half of recall) 35% 50% Net Media Advocacy (positive negative stories) -29% 84% Net Customer Advocacy (positive negative comments) -51% 63% Reputation Gap (attribute ratings)

26 Engagement in Action

27 Brand of the Year ComEd - Targeting and Empowering customer segments ComEd is a leader in getting customers involved in business decisions ComEd Customer Segments Difference 18% Black % Hispanics %Low Income % Traditionalists %Digital Types %Environmentally Focused %Consumption Managers % Newcomers Ranks #2 in Electric Midwest Segment on: Takes customer concerns into account when making business decisions 15%Young Urban % Urbanites % Established Suburbs % Out of Touch Overall ComEd Rating - Takes customer concerns into account when making business decisions

28 ComEd Customer Empowerment - like they did with crowdsourcing in designing their new bill format Although every consultant loved this option New Bill Format 2015 Lots of graphs And big $ signs 28

29 ComEd flyer targeting combined low-income assistance and environmental messaging 29

30 Preferred contractors are recommended by NW Natural NW Natural Demand ECR Use offering 825 Interested in offering 792 Not interested

31 NYSEG DR program is a branded and high-quality offering Demand Response Cashback Real time usage info during peak event NYSEG Product Experience Score Use offering Interested in offering Not interested

32 Service Plan Protection customers have a stronger PSE&G relationship PSE&G Demand ECR Use offering 773 Interested in offering 734 Not interested

33 PGE Business Performance tied to providing choices Portland General Electric % Demand for Alternative Rates 27% Demand for Ability to shop rate 9% Great product provider 40% 33

34 SDG&E small/midsize energy solutions program has high demand SDG&E Total Demand Likely % Energy efficiency consulting 50% Onsite energy audit 54% Efficiency rebates 52% Immediate demand 3 above 20% 34

35 SDG&E Engages customers with digital experiences Bill Ready or Text Alert ECR Have/Use 745 Interested 743 Not Interested

36 Questions?

37 Utility Trusted Brand & Customer Engagement study approach Market Data collection Sampling Survey length 130 Residential electric, natural gas and combination utility customers Web-based survey utilizing 7 panels including Spanish-speaking Residential: Almost 60,000 responses collected in 2016 Business: Almost 10,000 responses collected in 2016 Demographically representative quotas based upon age, income and race at individual utility level (according to census data) 19 minutes average (approximately 150 questions) Fielding waves Q1 Fielding: January February Residential Q2 Fielding: April May Residential / Business Q3 Fielding: July August Residential Q4 Fielding: October November Residential / Business Readouts Benchmark segments Reporting Period 1: June (Most Trusted Brands Designations) - Readout: Brand positioning and performance Reporting Period 2: December (Customer Champions Designations) - Readout: Customer engagement benchmarking and performance 12 standard ranking segments: Four regions (East, Midwest, South, West) by three utility types (electric only, natural gas only and combination) and custom peer setting External communication Year-end Press release published December 7, 2016 / December 14, 2016 External media claim included in subscription fee Most Trusted Brand, Environmental Champions and Customer Champion designations, if earned 37

38 Over 60 Products Surveyed for Usage, Demand and Performance Billing Features Electronic bill format Paper bill mailed to my house Select my own payment due date Fixed, level or balanced bill plan Guaranteed fixed bill or text alerting me that bill is ready Payment Methods Mail payment Through Apple Pay/Google Wallet Online at utility's website Online via my bank's payment service At utility's office At local payment location (store or kiosk) Pre-paid meter or program Call utility or pay by phone Through mobile device or smartphone app Auto-deduction from account Credit card Debit card Cash or money order Check Direct bank account debit Enhanced Service Support Provide proactive outage or other emergency alerts Back-up or stand-by power generator support Online access to customer account Online chat for customer service Utility's social media sites to discuss service issues List of certified local suppliers/contractors Outage maps on web or mobile app High bill alert through or text message Bill payment assistance program Mobile application or mobile-enabled website Wi-Fi/smart thermostat Consumption Management Energy efficiency rebates on household appliances/equipment Rebates or discounts on energy efficient light bulbs In-home energy audit to recommend ways to conserve energy Online energy audit to recommend ways to conserve energy Online tools to help you proactively manage energy usage Mail or communication analyzing your energy usage Home area network to control household equipment Smart meter installation Incentive to reduce consumption during peak usage periods Programmable thermostat Alternative Power / Fuel Options Home/rooftop solar panel incentives Battery storage of power produced at residence from solar/other sources Solar powered water heater incentive Appliance recycling rebate or incentive Community solar Heat pump installation Home electric vehicle charger incentive and/or installation Access to public electric vehicle chargers Rate Programs Green/renewable rate or purchased blocks of green Load cycling Time of use rate Demand rate Net metering rate Electric vehicle rate Retail Products Notification of HVAC system or other appliances need service Home security service Internet service Cable TV service Wireless phone service Household gas pipes or electric wires service warranties Service plans or extended warranties on household equipment 38

39 Selected Brand and Operational Diagnostic Metrics Brand Building Activities Aware of sponsorship of local events or causes Aware of efforts to keep pipelines/lines safe Aware of charitable giving or donations Utility endorsement of energy related product would help my purchase decision Utility uses low emission vehicles Aware of utilities efforts to comply with regulators demands Aware of utilities efforts to build its local image Has frequently used slogan/statements relating to its core values/vision Aware of utilities efforts to improve natural landscapes Aware of utilities efforts to limit environmental impact of service/operations Utility is industry leader on innovation Utility presents consistent image to market Utility organizes community gatherings to obtain customer feedback Utility has programs that help the local economy Utility has programs that support local schools Utility is more customer focused than financially focused Utility is a great product provider Trust utility to keep my personal information secure Employees put the customer first Has positioned itself as a trusted advisor on energy topics Keeps its system safe from terrorist or cyber attacks Supports diversity among its workforce Communications mediums and messages Customer and media advocacy metrics Service Experiences Call, Website, , Mobile, Social service used and preferences Experienced service outage/interruption over 5 minutes Heard/notified about a local outage/safety or emergency issue Experienced a safety issue with service Signed onto online account with utility Changed to a different rate plan with utility Utility changed the format/appearance of bill Changed the way I pay my utility bills Heard about a rate increase Charged a fee to pay my bill with them Received an inaccurate bill Time on hold, First contact resolution, Customer effort Received a recommendation on call Outage handling diagnostics Brand Traits / Characteristics Invests in community Focused on innovation Customer effort Locally focused Customer focused Problem solvers Environmental stewards Makes you comfortable Financially strong Reliable service Future focused Technology leader A global citizen Safe operations A great value Socially responsible Improving your state Offers a variety of products Helps me save money 39

40 mtab database crosstab tool 40

41 Online data portal for all query and study information Homepage High-level information on the study and its methodology Easy access to study resources Value-added content on study modeling Robust Research Lab Run frequencies and crosstabulations Print and export data to excel Create charts & save reports Flexible Portal Pages Detailed view of all metrics with trending over time and robust filtering capability 41