Embracing VOC to Improve the Customer Experience

Transcription

1 Embracing VOC to Improve the Customer Experience CS Week 42: Analytics Track Rob Pinkasavage Manager, Market Research Customer Experience 1

2 Cautionary Statement This presentation is being provided for informational purposes only does not purport to be comprehensive. Neither CenterPoint Energy, Inc., together with its subsidiaries affiliates (the "Company"), nor its employees or representatives, make any representation or warranty (express or implied) relating to this information. By reviewing this presentation, you agree that the Company will not have any liability related to this information or any omissions or misstatements contained herein. You are encouraged to perform your own independent evaluation analysis. 2

3 About CenterPoint Energy Electric Transmission & Distribution: Electric utility operations with ~2.4 million metered customers across ~5,000 square miles in around Houston, Texas 19 th largest U.S. investor-owned electric utility by customer base (1) 86,828,902 MWh delivered Natural Gas Distribution: Regulated gas distribution jurisdictions in six states with ~3.4 million customers 6 th largest U.S. gas distribution company by customer base (1) Delivered 411 Bcf of natural gas Energy Services: Non-regulated competitive natural gas supply related energy services serving ~33,000 commercial industrial customers across 33 states Delivered 777 BCF of natural gas (1) As of Dec. 31, 2015 per EEI AGA 3

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5 The ear of the leader must ring with the voices of the people. - Woodrow Wilson 5

6 What IS VOC? Voice of the Customer is a systematic approach to collecting understing the wants, needs, expectations, aversions of customers incorporating those insights into the design of customer experiences, products, services. Deploy, measure, share Design, test repeat Listen to capture data Prioritize share; Gain approval Merge, analyze, synthesize insights 6

7 Customers talk. Listen! Deploy, measure, share Design, test repeat Listen to capture data Prioritize share; Gain approval Merge, analyze, synthesize insights Key customer touchpoints In-person interactions such as contact center, office, field interactions Employee feedback Social media Closed-loop feedback channels Complaints, suggestion box, etc. Quantitative qualitative research: Omni-channel transactional surveys Relationship studies / Focus groups Syndicated benchmarking studies 7

8 Avoid common mistakes: DO NOT rely too heavily on your A-List. Those who often provide insight may have different needs than those who are not frequently engaged. DO NOT concentrate on only one kind of customer. Ensure a representative sample of the population for whom you re trying to develop a solution. DO NOT lead the conversation by defining the solution instead of probing for the need. At this stage, customers should inspire the solution not react to it. DO NOT accept vague answers when specificity is needed. Get granular. Keep asking Why? until the root cause is understood. 8

9 You ve collected data. Now what?! 9

10 Data Insights Deploy, measure, share Design, test repeat Listen to capture data Prioritize share; Gain approval Merge, analyze, synthesize insights Use KPIs as a barometer, but do not rely on them to tell the whole story. Look for common themes across data sources. Low survey scores associated with specific channels, call types, workgroups, or products/services? Sentiment analysis, emotion detection, topic analysis? Recurring, prevalent themes in openended feedback? Underst relationships, frequency drivers. Tell the story of how this affects your organization s ability to succeed. 10

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12 Assess Impacts Prioritize Deploy, measure, share Design, test repeat Listen to capture data Prioritize share; Gain approval Merge, analyze, synthesize insights Communicate key insights recommendations to stakeholders. Underst the return on objective (ROO) What is being addressed? Processes, employee behaviors, individual customer relationships? What are the anticipated outcomes produced by addressing your theme(s)? Secure a sponsorship from influential leaders within the organization by aligning the recommendation to existing goals or imperatives. A solid business case helps as well if a budget is requested. 12

13 Design Prototype Test - Repeat Deploy, measure, share Design, test repeat Listen to capture data Prioritize share; Gain approval Merge, analyze, synthesize insights VoC-generated insights expressed customer needs become project requirements. Projects should yield specific customer outcomes which address VoC. Think, Who? What? Wow! Engage small, cross-functional teams to prototype your solution, maintaining focus. Test with small groups of sponsor users to refine the solution prior to launching. Repeat as needed. 13

14 Deploy, Measure, Share Outcomes! Deploy, measure, share Design, test repeat Listen to capture data Prioritize share; Gain approval Merge, analyze, synthesize insights Time to implement! Don t forget: Organizational Change Management Internal communication training Measurement of KPIs to track success Reports to key stakeholders sponsors. THANK YOU! message to customers to share outcomes of their feedback. Resume listening for successrelated feedback seek new opportunities to improve. 14

15 VOC Success: IVR Redesign Customers told us: IVR was exceptionally difficult to navigate. Customers could not find meaningful content Our approach: Conduct quantitative qualitative research around customer contact preferences. I spent something like twenty minutes on the telephone tree The end result: Natural language IVR was developed using over 70,000 actual customer utterances to fine-tune its functionality. Customer outcomes: Improved customer experience via low-effort transactions (4.7/5 CES score) 89% customer satisfaction within the IVR channel. Business Outcomes: Significant savings achieved through call deflection IVR containment. 15

16 Effective VOC Programs MUST Use a variety of feedback channels customers. Be aligned with your organization s strategic outcomes. Produce meaningful, actionable insights. Have the support of senior leaders key stakeholders. Be sustainable! Deploy measure Design, test repeat Listen to capture data Prioritize share; Gain approval Merge, analyze, synthesize insights 16

17 Thank you for your time! Questions? Rob Pinkasavage Manager, Market Research Customer Experience 1111 Louisiana St., Houston, TX Office: Mobile: