Providing Award Winning Service Through Online Engagement

Transcription

1 Providing Award Winning Service Through Online Engagement

2 Award-Winning Digital Customer Engagement Laurie Giammona Sr. Vice President and Chief Customer Officer Pacific Gas & Electric Helen Burt Chief Customer Officer Utilligent

3 PG&E Awarded Best Utility Website in North America by E Source 2 Best Utility Website in North America 2017 Increase in Customer Satisfaction Decrease in Operating Costs Better Customer Engagement

4 What Do Our Customers Want? The Omni- Presence of The Familiarity of The Simplicity of The Immediacy of The User Experience of The Creativity of

5 What Are Customer Preferences? 4

6 We Delivered Key Services Across All Channels 5 Customers access several key services with PG&E across a variety of interaction channels. Customers expect consistency, simplicity, and a personalized experience. 7 KEY SERVICES 9 CHANNELS HIGH VOLUME LOW VOLUME View & Pay Bill Manage Account Outages Payment Assistance Start/Stop Service Save Energy/Water Renewables & EVs CSR U.S. Mail IVR Customers PC Mobile Text Local Office Responsive Web

7 Why Start With Responsive Design? 6 Responsive design is web framework that automatically re-sizes any page display based on the screen size detected by the browser, allowing one seamless experience across devices.

8 Providing Great Customer Experience On Any Device, Anywhere, Anytime 7

9 We Used Agile Development Methodology, Bringing IT and the Business Together Agile development fits web development very well, reducing costs, and speeding delivery of critical pages/experiences.

10 We Involved Customers Throughout With A/B Testing Option A: Headline Only. Text Link below image. Option B: Headline + Blue Bar and button link What is A/B testing? Deploy two Options A and B Measure customer action Option B drove 2x more enrollments Everything is testable! Language: Save $20 on your bill vs. Get Control of Energy Media: Text or video Layout: 3 sentences or 3 bullets

11 After Go Live: We Invested In Analytics To Drive Business Decisions 10 Web Analytics Transaction Data Optimization Customer Feedback Omnichannel Page traffic Completion Rates A/B Testing Surveys & Verbatims Scroll Maps Heat Maps Conversion Funnel Analysis Session Playback Online Help Center Customer journeys across Authenticated Agent, IVR and Web

12 Making It Personal 11 Customers value choice and control Help me understand my bill How can I lower my bill? What are my rate options?

13 Driving Self-Service Adoption: Remove Barriers and Make it Easy PGE.com Account Creation Data previously showed a 48% completion rate on pge.com Account Creation Laurie 12 After building Account Number Lookup function, completion rates jumped to 70% Interstitials Paperless Billing: 70K enrollments since Jul 17 $260k in saved print costs Contact Information Confirmation 60% take rate since Oct (900k customers)

14 We Continue a Customer Centric Approach Customers decide: How to group content and what to name the navigation Which designs were most visually appealing Which layouts and language were most intuitive A focus on easy: Content written to a 9 th grade reading level for easier comprehension Focused on Accessibility to make it easier for customers with disabilities Option 1 Option 2 Option 3

15 Transforming the Customer Experience Is Possible 14 Customer Experience-Driven Business Model FROM TO OUTCOMES RESULTS Company-Centric Customer-Centric Experiences Internally focused Operationally driven Turning lots of dials Limited insight into what matters to customers Company Defined Touch Points Ad Hoc Customer Experience Transformation Customers Meets customers rational expectations & emotional needs. Generate desired customer behavior. Employees Productively generates the desired customer experience. Outcomes Customers feel in control, understood and cared for Employees culture of recognizing direct impact on the customer experience Customer and Industry Best in Class Seamless, positive customer interactions that are profitable because of efficiency Experiences Increased Customer Satisfaction (JDPA, MSI, etc.) Positive Regulatory Margin Reduced Complaints Desired Customer Behavior 3 rd - 4 th Quartile J.D. Power Reduced Cost to Serve

16 Thank you. Laurie Giammona Sr. Vice President and Chief Customer Officer Pacific Gas & Electric Helen Burt Executive Vice President and Chief Customer Officer Utilligent