Post on 02-Aug-2020
Keynote
Address10:45 a.m. – 11:30 a.m.
Keynote Address
Tracie BoutteVice President Customer Experience
Entergy
Customer Engagement In A
Disrupted Utilities Industry
SECC CONFERENCENew Orleans, LA
February 4, 2019
Entergy Scope of Operations
Entergy’s Businesses
• ~ $11 billion revenues
• More than 13,000 employees
Utility – A traditional regulated utility
• 5 electric utilities in 4 contiguous states
• 2.8 million utility customers
• 23,000 MW generating capacity
• 15,500 miles of transmission lines
Operations in two distinct business environments
In 2015, Entergy started a Journey…
“…to invest in creating better experiences for our customers and a deeper relationship with customers.”
• Customer experience required significant effort
• Entergy struggling to meet evolving customer expectations
• Online experience required significant improvement
• Utility Business Model - > “One Size Fits All”
• Regulated Utility Financial Model -> Invest Capital to Earn a Return
• Conservative culture with tendency to be risk averse
74%
77%
19M
7M(3.04
calls/customer)
325s 56%
46K
$11.55
70%
50%Cost per
Customer
Customer
Perception
Recent Experience
Satisfaction
Calls Outsourced(4 contact centers)
First Contract Resolution(no change since 2013)
Average Handle
Time
Calls Escalated
Agent Handled
Calls
IVR
Containment
Rate
Total Call Volume(8.3 calls/customer)
Entergy’s Customer Environment in 2015
Customer Care System (CCS)
Agent Care System (ACS)
Consumer
Agent Care System (ACS)
Service Initiation
Billing and Payment Questions
Service Requests
2007
Move in, Move out, Transfers
2009
Complex, fragmented, and unstable ecosystem
• Fragmented business processes require CCRs to translate customer requests into a series of transactions
• System reliability is fragile due to an outdated infrastructure
• ACS systems are standalone applications
• CCRs - no unified desktop with ready access to all customer data
• CCRs - forced to work in CCS to accomplish tasks
Entergy’s Agent Technology Environment
Leading the way in Customer Engagement in the Digital World
Non-Traditional, Instant Everything Sharing EconomyNot a Problem
Lightweight Living Everyday Magic Un-plugged, Plugged In
6 TRUTHS:UniversalCustomerNeeds
Drivers of Consumer Expectations of Service Providers
Convenience
Recognition
GuidanceTrust
Value
Easy to do business; low effort
Company knows me, appreciates me, rewards me
Inform me on using your service, tell me about relevant offerings, anticipate when I may need help
Belief thatpromises will be kept
Perceived valuefor price paid
ConsistentReliable product;
reliable service
Entergy’s Vision
Strong customer engagement developed through proactive marketing enhanced by a 360 degree view within the new digital experience.
Entergy’s Vision – The Customer Digital Roadmap
1) Serve customers through the channel of their choice, while capturing a consolidated 360 degree view of customer interactions with Entergy across all channels
2) Capture business value by creating operational cost savings1) Call volume reduction
2) Agent productivity increase
3) Increase in customer adoption of self-service channels
3) Reduce operational risk by replacing and/or upgrading legacy infrastructure
4) Prepare for the future by investing in open architecture and compatible platforms that create future flexibility for technology and/or operational expansion
5) Revise processes that hinder achieving these objectives.
2012
2015
2018
Macro Segments
Macro 1 - Opportunity to Engage
Macro 2 - Customer Service Challenge
Micro Segments
Secure Traditionalists
Up & Coming Families
Thrifty Renters
OverextendedOld Fashioned
Service Seekers
Financially Desperate
Financially Stressed
Channel (Digital) Segmentation –Research Based
Customer Segmentation – Statistical Modeling
(behavior, transactions, demographics)
Journey Segments Model/Propensity
Modeling
Target Marketing Journey
From Product Marketing to Personalized Customer Engagement
2012-2015 - Product FocusedConsistent Look/FeelLimited TargetingEarly stages of customer engagement goal
2016-2019 – Engagement FocusedHighly targetedEngagement tactics: monthly newsletter, blog (millennials), season campaigns, evergreen campaigns
• Welcome Series• Recurring Behavioral
Emails• eNewsletter – Circuit• Circuit Blog
Benefits of Customer Engagement
42.5%
44.4%43.9%
44.4%
45.6%46.3%
47.5%46.6%
47.2%
49.6%
48.5%48.8%
42%
43%
44%
45%
46%
47%
48%
49%
50%
Q12015
Q22015
Q32015
Q42015
Q12016
Q22016
Q32016
Q42016
Q12017
Q22017
Q32017
Q42017
% Self-Service57.5%
55.6%56.1%
55.6%
54.4%53.7%
52.5%
53.4%52.8%
50.4%
51.5%51.2%
50%
51%
52%
53%
54%
55%
56%
57%
58%
% Agent Handled/Non Self-Service
Behavior
Transactions
VOC
Demographics
Product Adoptions
Messages
360⁰ Degree Customer View
Entergy’s Vision – A Transformational Digital Experience
Omni-Channel Cloud App Platform
Customer Digital Components
OPERATING
MODEL
Command Center | Vendor
Management | Business
Process Outsourcing
TRANSFORMATION
WWW.
Paperless | Digital | Contact
Center | Value Realization |
Data Discovery | Channel
Strategy | Digital Collaboration
TECHNOLOGY
Salesforce | Telephony
Technologies | Analytics
$ Value
Value is derived only from an
integrated program that
transform people, processes, and
technology.
…we are making a lot of progress - new AMI based Customer Mobile Responsive Portal – coming soon
Manage Usage
s
“You do what you can for as long as you
can, and when you finally can't, you do the
next best thing. You back up but you don't
give up.”
Chuck Yeager
The Journey Continues: Digital 2019