ebill Redesign: Voice of the Customer April 2015

Transcription

1 ebill Redesign: Voice of the Customer April 2015

2 Who is DTE Energy? DTE Gas DTE Electric Headquarters Our Businesses DTE Energy is a Fortune 300 company DTE Electric (founded 1886) DTE Gas (founded 1849) Operations in 24 states Our Michigan Presence 2.1 million electric customers in MI 1.2 million gas customers in MI More than 9,500 employees DTE is one of the top contributors to Michigan s economy

3 DTE Energy s Aspirations and System of Corporate Priorities

4 DTE Energy overtook the top spot among residential gas customers in 2014

5 DTE Energy overtook the top spot among business gas customers in 2015

6 We have identified a path forward to drive toward our aspiration Areas of Focus Drive Behavioral Change Customer centric culture Drive from a call center to a contact center Provide customer incentives Initiate customer disincentives Redefine the Customer Centric Experience Reduce number of channels offered Change availability for high cost channels Add or simplify features in self-service channels Increase efficiency in contact center Personalize the experience Enhance Foundational Capabilities Create a more effective operating model Develop analytics capabilities Integrate a supporting technology platform More effective integration of product offerings 6

7 Voice of the Business Customer Save My Time Guide Me Supporting MI/My Business Interactive Bill Proactive Alerts DTE Investments in Commercial Business Dedicated Business Portal Priority Customer Service Integrated Communications 7

8 Implementation based on VoC Interactive Bill Implemented for Business customers Feb 2014 Implemented for Residential customers Aug 2014 Priority Customer Service Proactive Alerts Dedicated CR team with a unique contact phone number for Business customers Web-redesign under development Realignment of medium/large business customers to assigned account managers Proactively contact business during power outage High usage alert 8

9 Pre/Post satisfaction measurement showed customer perceptions improved Post Implementation Satisfaction Variety of methods used to communicate Communication of topics important to your business Clarity of information provided Usefulness of information on your bill Pre Implementation Satisfaction 9

10 Old ebill 10

11 New ebill for Business Customers 11

12 New ebill for Residential Customers 12

13 Contact/Bio Kelly Gardner, Mgr, Strategic Marketing - Business Customer Focus Kelly Gardner works in DTE Energy's Customer Service & Marketing organization and is responsible for leading the team that markets programs and services to business customers. Her previous role was in the Customer Research & Information group where she was responsible for mass market and transactional customer satisfaction research surveys. She has been with DTE Energy for over 14 years. Kelly holds a BBA with a concentration in Management and Marketing and an MBA, both from the University of Michigan-Dearborn. 13

14 Designing a Customer Friendly Bill Ruth Jamieson Manager, Customer Operations Technology CS Week 2015 April 29, :30 pm

15 Agenda About OPPD Bill Redesign Objectives Ensuring Project Objectives are Met Communications to the Customer Results

16 About OPPD 5,000 square miles in southeast Nebraska 13 counties, 53 communities Population of 841,000 Average 363,000 electric service agreements Headquarters in Omaha

17 Bill Redesign Objectives Why Change? Improve verbiage and information presented Enhance operational efficiencies with print, mail and remittance processing Implement Intelligent Mail Barcode Technology upgrades to bill presentment and archiving software

18 Ensuring Objectives are Met Establish a cross-functional project team Corporate Communications Customer Accounts Receivable Customer Care Services Customer Sales & Service Finance Receipts Marketing Market Research Information Technology Mail Services Print Shop Customer Service Technology Vendors Incorporate Voice of the Customer feedback Test, test, test to avoid operational hurdles Communicate early and often

19 Voice of the Customer

20 Bill Format Transformation Identify bill format versions Standard Multi-premise Summary Condensed Mock up new formats Incorporate customer feedback Focus groups Account Executives

21 New Look The Important Stuff Provide Previous Balance and Payment Received Amount Due not Account Status Room for Customized Bill Message Improve labeling and positioning of historical usage profile Shaded boxes for amount paid The Important Stuff Change account information

22 Testing to Avoid Hurdles Use random, statistically valid sample size Include all types of accounts and billing scenarios in test plan Compare output of old bill format to new bill format Enlist system users and CSRs to assist with testing effort Include vendors in testing process Include all related processes Process full cycles to understand processing time implications

23 Communicate Early and Often Engage cross-functional team Inform Employees OPPD News Employee Communications Toolkits Talking points for customer service reps Inform Senior Management and Board Provide multiple communications to customers Bill Messages Monthly Newsletter Brief paragraph two months prior to implementation Main story month of implementation Website

24 Newsletter Promote on front-page Provide benefit of change Provide call-outs for key information Refer customers to website for detailed explanation

25 Results Improved efficiencies in remittance processing Reduced exception processing in remittance processing Reduced customer inquiries about bills Eliminated confusion for multi-premise standard bill Reduced manual mailing processing and postage costs (average of $10,000/month in saving) Provided Spanish bill version online

26 Contact Information Ruth Jamieson Manager, Customer Operations Technology (402)

27 Maria Mehl Manager Revenue Performance, ComEd Residential Bill Transformation CS Week April 29, 2015

28 PCE- Moving from an Inside-Out to Outside-in View 15 Customers have needs and expectations for their experience with ComEd. We refer to these needs and expectations as stages in a journey. Our job is to make this journey a Premier Customer Experience (PCE) ComEd Journey Stage Needs & Expectations Learn About ComEd* Informative, accurate, and relevant information Start & Welcome Customer Use Billing & Pay Service Inquiries & Issues Speed and ease of initiating service through preferred channels A feeling of being appreciated Reliability Trust Personalization Accurate bill Understandable bill Speed & ease of paying (options) Accurate information Timely restoration / resolution Commitments kept Stop Hassle-free disconnect Learn About ComEd through Media, 3rd Party, Community Events, Energy Efficiency Demonstrations, Observing ComEd personnel or equipment across the service territory

29 PCE Bill Transformation 16 Why redesign? Dated Bill Not Centered Around Today s Customer Customer Feedback Internal and External Surveys Monitoring Customer Calls Customer Service Representatives Premiere Customer Experience Understanding the Customer and Building around Needs Treat Every Customer as You Want to be Treated Advances in Print Technology Vendor Improvements Color is not the Driver JD Power Bottom Quartile in Customer Satisfaction Focus for Phase I No Changes to Existing Bill File Representing Existing Data in a Clearer Format No Regulatory Changes Adding, Removing, or Modifying Requirements in 410 or 280

30 Strategy Feedback Collection Bill Builder : Designs and Verb Social Media: Verb. Qualtircs: Surveys; Verb. Write-Ups Focus Group: Call Center Verb. Traffic Generators ComEd.com/testkitchen Facebook / Twitter Energy Efficiency s IVR Internal Communications Summary of Outreach Established Feedback Vehicles Surveys Verbatim Comments Media Promotions Social Media Reaches Exposure Chicago Tribune Print Article TV Spots Radio Spot Digital Media Articles Other Notables CrowdSPRING s services enlisted Slalom engaging to assist with IT Invoke Innovative Marketing Res. Other Vendors affirming the strategy

31 CrowdSPRING ,000 Creatives / $5,000 Prizes 8/12/13 8/31/ Entries to Date 100+ Different Designers Final Awards Determined 9/11/13

32 Invoke Marketing Research

33 Bill Transformation 20

34 Customers prefer the new design by a 3:1 margin, up from 2:1 pre-launch Old design New design 32 points Pre-launch 68 points

35 4 of 5 Continue to Feel the New Design Helps ComEd Stand Out as a Company Trying to be Customer Focused 22 Customers continue to feel that the new bill design reflects positively on ComEd % agree Pre-launch Post-launch

36 Icing on the Cake 23 On February 2, 2015, ComEd received the 2014 POWERGRID International Customer Engagement Project of the Year Award

37 Thank You 24 Maria Mehl Manager Revenue Performance, ComEd a Mehl Manager Revenue Performance, ComEd Manager Revenue Performance ComEd

38 Questions