Post on 29-Jun-2015
description
Engaging SMB Customers: Some Really Cool Ideas
Jan Barrett Manager, Strategic Telephone Outreach Business Customer Division E Source Forum 2014 September 29–October 2, 2014
2
• 50,000 square-mile service area
• Nearly 14 million residents in service territory - counties of Central, Coastal and Southern California
• Service territory that includes 430 cities and communities with a total customer base of about 4.9 million residential and business customers
• Maintain over 115,000 miles of distribution and transmission lines and 1.5 million electricity poles
• Regulated by the California Public Utilities Commission and the Federal Energy Regulatory Commission
In 2013, SCE:
• Answered more than 15 million phone calls in 7 languages (plus up to 190 languages through translation services)
• Issued more than 55 million bills
• Processed over 51 million payments
• Collected over $12 billion in revenue
• Achieved 1,156 GWh and 193 MW of energy efficiency savings
• Maintained 1,710 MW of demand response capability
Company Profile Southern California Edison
3
Segmentation Model
Evolution
CUSTOMER PERSPECTIVES
• Customer Care and DSM Needs: - Frequency of customer care
needs and interest in Demand Side Management (DSM) programs
- Complexity of issue resolution and DSM enrollment and fulfillment
• Channel Preferences: - Type of relationship (from
single point of contact to transactional)
- Type of delivery channel (from in-person to self-service)
SCE OBJECTIVES
• Drive Key Business Priorities: - Achieve DSM goals
- Maintain or improve customer satisfaction in key market segments
- Manage cost to serve
• Limit Business Risks: - Manage politically sensitive and regulatory
intensive customers
- Remain a competitive energy provider within the region
Effective segmentation will rely on identifying and reconciling the perspectives of business customers and SCE
Foundation Business Customer Segmentation
4
Segment Channels
Strategic (S1) 3.000 customers
Strategic with Varying Potential (S2) 2.400 top customers
Basic Needs and Potential (S3) 6.500 customers
Strategic Self-Service (S4) 285,000 customers
ID
SM S
peci
alis
ts
Outside Account Managers
Tele
phon
e O
utre
ach
Man
ager
s (T
OM
s)
CCC
Strategic G, I & Ag
Strategic C & I
Business Solutions
BCD Customer Coordination
Business Customer Education and Operations
Account Management Support and Technical
Services
Centers of Expertise • IDSM • Lead Generation • Rate Analysis • Outage Communications • Customer Care • New Construction Services • Field Engineering
Integration of Sales & Support Serving Our Customers
5
Business Solutions Overview • Assigned Customers: 8,600
• Unassigned Customers: 287,000 • Service Accounts: 530,000 • Annual Impact to SCE Business
– 18.6 billion kWh – 23% of Total SCE kWh Sales – $3.04 billion annual revenue – 26% of SCE Total Revenue
• Customers served via three primary channels: Telephone, field, and community outreach:
– Telephone Outreach Managers: Handle customer care issues and prospecting to identify and influence Integrated DSM via phone or email.
– Integrated DSM Specialists: Responsible for field delivery of energy efficiency and demand response programs.
– Energy Efficiency Outreach Team: Promote energy management solutions through partnerships with business, community, and faith-based organizations. Emphasis on working with hard-to-reach customers.
6
Counting on Account Management
7
Transforming Customer Perceptions
8
Price • Personalized Rate Analysis Letters • Customer Engagement via Multi-Channel Communication • Best Practices Communications • Social Media • Account Management • Business Advisory Panels Customer Service • Mobile Apps for Outage • SCE.com Functionality • Tablets for Field Account Managers
JD Power Alignment
Best Practice and Initiatives
9
2015 TOU Transition Strategy
9
Sept
embe
r 201
4 TOU Awareness Postcard/Email
Oct
ober
201
4 Rate Analysis Letter / Email
Oct
– D
ec 2
014
Outbound Calling
Jan
– Au
g 20
15
Aftercare
SCE.com/TOU, My Account, Rate Analyzer, Rate Analyzer landing page on SCE.com, Customer Testimonial videos and solutions to help customers with the TOU transition
Events, including energy walks, chamber meetings, business forums and presentations
Agricultural publications and newspapers in Joaquin Valley and Ventura counties and radio sponsorships of live farm reports
Media Campaign
@ @ @
10
Power Quality and Reliability • Outage Schools • Proactive Communication • Pre- and After Care • Mobile Apps for Outages • Targeted Outreach • Expanded Outage Notification Process • Best Practices Corporate Citizenship • Integrated DSM Programs • Customer Engagement, Outreach Events and Community Forums • Involvement in Local Charities and Civic Organizations
JD Power Alignment
Best Practice and Initiatives
11
Outage Communications
12
Serving a Diverse Marketplace
13
Empowered Employees
Result in Delighted
Customers
14
Account Rep Satisfaction: Key Drivers
61
67
88
147
156
0 50 100 150
Brings Technical Expertise
Addresses Concern Timely
Understands Needs andChallenges of Business
Resolves Question / Concern
Takes Responsibility
Account Rep Attributes
Impact
% Yes
89%
93%
90%
83%
87%
15 Business Customer Division