Ashley Arndt Susan Barrett Robert Presnell

Transcription

1 Power of Engaging Customers In Redesigning Your Bill Ashley Arndt Susan Barrett Robert Presnell

2 PSEG Long Island Bill Redesign: Continuing Your Customer Conversation Post Launch LONG ISLAND LONG ISLAND 2

3 Who We Are Assumed Operations 1/1/14 12 Year Contact with LIPA 1.1M Electric Customers Serving Nassau, Suffolk & The Rockaways 3.1 Million Customer Calls 1.8M Rep Offered, 1.3M Technology LONG ISLAND 3

4 New Bill Goals Bill Redesign initiated in March 2014 Customer friendly bill, easier to read and provide essential information Customer engagement was a key focus for the project Surveys Focus groups Customer representative feedback Voice analytics JD Power feedback Utility best practices LONG ISLAND 4

5 Old vs. New Bill LONG ISLAND 5

6 Communication Channels LONG ISLAND 6

7 Bill Video for Launch LONG ISLAND 7

8 Post Launch Engagement Created a post launch project team Utilized our Voice Analytics to listen to customer feedback Set up multiple focus groups with our CSRs Created a survey for our customer service & billing teams Created a second video with targeted segments LONG ISLAND 8

9 Featured Segments for Video LONG ISLAND 9

10 Summary Bill Redesign Communication Channels New Bill Video Continue Your Customer Conversation Post Launch LONG ISLAND 10

11 THANK YOU! LONG ISLAND 11

12 BILL PRESENTMENT REDESIGN PROJECT Presented by: Susan Barrett Manager, Communications May 25, 2017

13 OTTAWA 325,000 Customers 900,000 Population 3 rd Largest Electric Utility in Ontario 2

14 OBJECTIVE Design a customer-centric electricity bill that increases awareness, comprehension and influences behaviour. STRATEGY Leverage insights from research conducted Primary research, phase 1 Internal focus groups and stakeholder interviews Secondary research Provincial studies and summaries of bill redesign work from other utility companies Primary research, phase 2 Customer survey

15 EMPLOYEE FOCUS GROUPS & STAKEHOLDER INTERVIEWS Findings: Unilingual Use plain language Prominently display payment information Be clean and clear Present consumption and Time-of-Use information as colour charts Personalize where possible

16 SECONDARY RESEARCH Findings: Prioritize amount due and due date Clear/white space Use colour judiciously Use graphs and icons Keep visuals simple Use columns, side bars and other compartmentalized spaces Group important information together Simplify information Use a conversational tone

17 Page 6 SURVEY PROMOTION - FACEBOOK

18 SURVEY PROMOTION DIGITAL ADS

19 SURVEY PROMOTION - TWITTER

20 SURVEY PROMOTION BILL INSERT & ENVELOPE

21 CUSTOMER SURVEY 2,950 users completed the survey 1,563 male (53%) 1,329 female (45%) June 22 August 19 (eight weeks) 2,011 paper bill users (68%) 939 E-Bill users (32%) Most active age range was years (24%) 850+ users provided feedback

22

23 CUSTOMER RESEARCH RESULTS Ranking of Bill Elements: MOST IMPORTANT Amount Due Due Date 97.09% 86.89% 78% Time-of-Use Costs 74% How Bill Calculated 67% Consumption History

24 CUSTOMER RESEARCH RESULTS Ranking of Bill Elements: LEAST IMPORTANT (Combined results of somewhat important and not important ) How to Pay Pay Now Button (E-Bill) 72.12% 75.57%

25 CUSTOMER RESEARCH RESULTS MESSAGES Customers were asked to rank the importance of different required and optional messages. RATE CHANGE MESSAGING WAS OF MOST INTEREST: As of May 1, 2016, electricity rates have changed for Regulated Price Plan (RPP) customers. The summer rate period is now in effect. Details are available at hydroottawa.com/rates.

26 CUSTOMER RESEARCH RESULTS MESSAGES Optional messages about coupons, planned work and other electricity saving information ranked the highest: The Save on Energy coupon event is now on! Find coupons for energy-saving products in-store or online. Our crews will be in your neighbourhood next month replacing hydro poles. Visit hydroottawa.com/planned work for more information. Phantom Power can account for up to 10 per cent of household energy use. Unplug electronics when not in use or use a power bar with a timer.

27 CUSTOMER RESEARCH RESULTS Keep pages to a minimum, simplify Conservation information/education Breakdown delivery charge Promotion of online services Humour, and being human: Can we get emoticons? That would be awesome! Add the Canadian Flag some place. Something that makes me smile. Like a joke. Because it IS a bill. You have won a tablet!;)

28 CUSTOMER RESEARCH RESULTS Customer appreciation of the opportunity to be heard Your team is great! These are the most engaging surveys I have ever filled out and I look forward to seeing how the information and design of the bill changes. I think this has been a brilliant exercise! Especially the bill design at the end. Well done!

29 THANK YOU Susan Barrett Manager, Communications

30 The Power of Engaging Customers in Redesigning Your Bill

31 Location and Service Area 3,000 miles of piping 2,700 miles of mains 240,000 accounts 780,000 people

32 DWSD old vs DWSD new We deliver you a service, you pay us Practices designed around the way the utility works Compassionate Customer Service Practices designed around the way customers work Innovative and Data Driven culture

33 Goals of Redesign Ways to Pay Provide customers with all available ways to pay their bill. Don t make them search for how to pay their bill. Relatable Information Provide customers with facts/information they can relate to in regards to usage. Most customers have no idea how much water is used in their daily activities. 7 8 Simple Bill Simplify the bill so that it is easy to read and find information you need Less Cluttered Separate information into understandable sections to unclutter the bill. Detail When You Want It Move Charge detail to back of bill. Make front of bill a summary, at a glance information. Detail is easily accessed o n the back of the bill. More Organized Organize information into areas that make sense. Account information, meter information, installment information, charges, etc. 6 5 Amount Due Make Amount Due the most important item the customer sees. 4 Bill Calculation Show customers the calculation on the bill in the charges section. Customer want to know how the bill was calculated.

34 Strategy Research Survey Conduct interviews with management, customers and customer service on most common requests. Gathered bills from every possible industry. Researched best practice Design Went through an iterative internal design process. Gathered additional feedback from outsourced vendor. Conducted focus group as well as provided surveys for customer focus groups. Educate Educated employee and customer base on the change. Pre and post marketing efforts.

35 Old Bill Bill didn t match city s new look Amount Due wasn t clear No relatable usage information Cluttered Hard to read Terminology is misleading Amount Due misleading Readability Branding Personalization

36 New Bill Readability Branding Personalization

37 New Bill Organized information Bill calculation Ways to pay Amount Due Easily identifiable Easy to read and understand Relatable usage information

38 Past Due Bill

39 Marketing/Implementation Plan 3 months prior Announced bill redesign to community Announcements made on website, and social media. 1 month prior Message on bills More messaging on social media. Month of go-live Inline Insert of how to read your bill Updates to social media Created large format of how to read your bill for call centers

40 Inline Insert

41 Advice You will never satisfy everyone! Accept that or design forever. Keep an open mind, even after you design Everything is not going to be perfect; be ready to adjust Project is not something you do and then move on; plan on a maintenance period Find good invested partners Don t react; calls and questions are going come Don t be afraid to be different

42 Thank You! Robert Presnell Chief Operating Officer Detroit Water and Sewerage Department 735 Randolph Detroit, MI 48226

43 Questions