A Therapy Session for Key Account Managers

Transcription

1 A Therapy Session for Key Account Managers Mike Hildebrand VP, Consulting Solutions, E Source WEI Key Accounts September 23 rd, 2015

2 I ve been in account management for 20 years and have more anxiety than ever before! E Source 2

3 Customers are demanding more and at a much faster pace grid connected renewables, behind the meter technology, battery deployment, solar, solar, solar. Aaarghh! E Source 3

4 Solar Becoming Economically Viable Source: E Source C&I Reliability, Resiliency, Storage, and Microgrids: Understanding the Business Customer s Perspective (2015) E Source 4

5 When Will You Install Your Next / First PV System? Half of the customers expecting to install PV in the next 5 years anticipate that the system will cover 50% of their electric load. Source: E Source How Photovoltaic Systems and Distributed Generation Will Disrupt the Utility Industry 2015 (n=802) E Source 5

6 E Source 6

7 New Products, New Players, New Policies, New Way of Doing Business E Source 7

8 And our staple energyefficiency is harder to sell than ever E Source 8

9 Programs not a match Not in budget Up front costs Not confident in the technology Barriers to EE Action Management priorities Lack of information Leased space Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,773) E Source 9

10 Will utilities have forced separation from EE / DSM because these folks do it better? Third Party Implementers: CLEAResult Lockheed Martin CB&I ICF Nexant EnerNOC Franklin Energy Etc., etc, etc E Source 10

11 My Boss says Customer Satisfaction isn t high enough and I have more customers assigned to me than ever before E Source 11

12 Overall Business Customer Satisfaction SMBs 8.2 Large Businesses Source: E Source Large (2015) and SMB (2015) Gap and Priority Benchmarks E Source 12

13 Average Number Of Key Accounts Assigned Per Rep Are Rising! Source: E Source Account Management Assessment (Avg. N = 38) E Source 13

14 Are you changing as the market changes? E Source 14

15 Old Current Future The market is defining our job for us! Energy Advisor Account Manager Facilitator? Advocate? E Source 15

16 RAM to a PEA top 10 list E Source 16

17 A RAM to a PEA Transformation Be a Team Leader Be an Advocate Be a Communicator Be Trustworthy Be a Listener Be Informed Be a Relationship Architect Be Compelling Be Nimble Be Proactive E Source 17

18 Do you know your customers desires are you doing the right things for the right customers? E Source 18

19 Utility Satisfaction Drivers Reliability Trustworthiness Working to keep prices down Offers variety of programs Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,773) E Source 19

20 Utility attribute Room For Improvement When Communicating Energy Emergencies Performance Importance 8.0 Effectively communicates during energy emergencies Average rating on a 10-point scale where 1 represents the lowest score and 10 represents the highest score Base: Large business key accounts included in the benchmark (n = 1,701). Question S1_1: Using a scale of 1 to 10 where 1 = not at all important and 10 = very important, how important is it for a utility to have the following attributes?; S1_2: Using a scale of 1 to 10 where 1 = poor performance and 10 = excellent performance, for the same set of attributes we asked about in the previous question, now please rate how well your utility performs. Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,773) E Source 20

21 Do you know how your key account customers want to be contacted? Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,773) E Source 21

22 Room for Improvement with Trust Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,773) E Source 22

23 Price Perception Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,773) E Source 23

24 Nearly Half Of Customers Said They Participated In Energy-Efficiency (EE) Source: E Source Large Business Gap and Priority Benchmark 2014 (n=762) E Source 24

25 Majority of EE Program Participants Likely to Recommend it to Others Utility EE program NPS=61 Source: E Source Large Business Gap and Priority Benchmark 2014 (n=762) E Source 25

26 Know your customers decision making process! Payback < 3 years: 40% ROI percent: 44% Half of Large Businesses Have Specific Financial Thresholds Payback 3-5 years: 46% ROI > 30 percent: 17% N=1,620 Source: E Source How Photovoltaic Systems and Distributed Generation Will Disrupt the Utility Industry 2015 (n=802) E Source 26

27 Who do large businesses trust most for energy advice? 62% of large business customers selected their utility when asked who they trust most for energy advice Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,641) E Source 27

28 Account Rep Satisfaction Drivers Attentive to needs Communicates when appropriate Trustworthiness Actual visits equal or greater than desired Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,641) E Source 28

29 Utility Account Reps Receive Positive Net Promoter Score (NPS) NPS is the difference between the percentage of promoters and the percentage of detractors Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,701) E Source 29

30 Satisfaction Improves When Actual Rep Visits Meet Customer Expectations Source: E Source Large Business Gap and Priority Benchmark 2014 (n=1,701) E Source 30

31 Prioritize Your Key Accounts Criteria to Consider: Political and regulatory influence Complexity to serve Annual revenue to the utility Type of business Energy load or demand Customer revenue Account activity Load growth Relationship Risk of Loss E Source 31

32 Customer Ranking Example Customer Name Criteria 1 Criteria 2 Criteria 3 Criteria 4 Criteria 5 Criteria 6 30% 10% 20% 15% 10% 15% Account Revenue E Source Customer Prioritization Matrix Risk of Loss Demand Sales Growth Potential Political Influence Lack of Relationship Depth & Breadth Weighted Score Tier Ranking Company A Company ZXY Company Company Z E Source 32

33 How are you innovating yourself and your department to keep up with the customers demands? E Source 33

34 Foundations for Successful Account Management Innovation Define your mission Sell internally Know why you show up every day Connect with strategic vision of utility Elevate awareness of your role and results Specialize In customers and tasks Team of proactive energy advisors Anticipate changes and needs E Source 34

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37 HAVE YOU CONSIDERED ACCOUNT BASED MARKETING? Account-based marketing (ABM), is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets, even markets of one. Account-based marketing (ABM) is being adopted at a much larger scale than ever before! clickz.com 8/14 ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic. Period. ITZMA.com 7/15 "ABM is fast becoming the B2B strategy of choice because it truly aligns sales and marketing while focusing their teams on the highest value accounts. I expect adoption to grow rapidly as companies that have made this switch have seen tremendous results by focusing their efforts on attracting, engaging, converting and measuring the accounts that are most likely to buy." Peter Isaacson, CMO at Demandbase E Source 37

38 Day in the Life of an Account Manager Source: E Source Account Management Assessment 2013 (n=35) E Source 38

39 Specialization by Task Rate Analysis 65% No support staff, 43% Have nonadministrative support staff, 57% Billing DSM program support 55% 60% 0% 20% 40% 60% 80% 100% Source: E Source Account Management Assessment 2013 (n=35) E Source 39

40 Specialization by Customer Two-thirds of utilities see just: vs E Source 40

41 Specialization by Customer Should be consistent, value-added and focused Office / Congregations Retail / Service Government / Education / Healthcare Restaurants / Lodging Groceries / C-Stores Manufacturing / Warehouse Etc E Source 41

42 Specialization by Customer 49% have inside account managers for midsize customers Placement w/in the utility Source: E Source Account Management Assessment 2013 (n=35) E Source 42

43 Strategic Customer Planning TIPS FOR SUCCESS 53 percent of respondents create a customized strategic account plan for key accounts (n = 35). Of the 18 respondents who said they create customized strategic account plans, 50 percent review them with their key account customers. 1. Create the plan collaboratively with the customer (88 percent do) 2. Review plans with management (56 percent do) Consider regular executive briefings percent update the plans each year. Consider making live documents Source: E Source Account Management Assessment 2013 (n=35) E Source 43

44 Approach to Strategic Customer Planning E Source 44

45 Strategic Customer Planning Executive presentations Management review Live document Forward looking Wider and deeper relationships Co-create Memorandum of Understanding Page Forward looking Elevator pitch to the CEO Number of visits/year E Source 45

46 Who Owns The Segment Strategy? Thirty-five percent of utilities create strategic plans specific to a particular segment or industry sector for all sizes of business customers (n = 34). Of the utilities that create strategic segment or sector plans: 4 out of 12 say that the key account management group drives most of the sector planning. 7 out of 12 gain insights from relevant business associations to inform the plans. Key account management groups drive most sectorplanning initiatives. 7 out of 12 review the plans with utility management on an annual basis. 9 out of 12 update the plans annually E Source 46

47 Industry Current State Managing business as usual Reliably supply a commodity Single view of customer (i.e. kwh savings) One size fits all Reactive account manager Managing for growth and change Create strategic value Holistic, energy long-term view Prioritization on customer level of strategic value Proactive energy advisor!!! Future State E Source 47

48 Sorry our time is up. Ahhh thanks, Doc. I feel so much better E Source 48

49 Thank You! Questions? Mike Hildebrand VP, E Source Consulting Solutions mike_hildebrand@esource.com E Source 49