Insights and Innovation DH FINAL
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Transcript of Insights and Innovation DH FINAL
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Drive Innovation
TODAY
NO V EM B E R 1 , 2 0 1 2
Insights & Innovation
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“The truth is that interactions with CUSTOMERS, and the customer experiences that
result from those interactions, are, for many businesses, the
sole remaining frontier of competitive advantage.”
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UNS 2012 STRATEGIC PLAN
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STRATEGIC FOCUS
Maximize value to customers, community, employees and investors
! Differentiate customer experiences
! Increase revenue & loyalty
! Integrate with planning & process
! Maximize efficiency
! Collect meaningful data ! Create understanding
Create Added Value
Embed into Strategy
Facilitate Segment Insights
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INSIGHTS Conduct primary and secondary research ! Uncover actionable insights ! Enhance the customer experience
INNOVATION Collect and evaluate new ideas ! Identify relevant products and services ! Create new revenue opportunities
F O C U S
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Analyze & Segment Customers
Identify & Benchmark Products and Services
Evaluate Customer’s Willingness to Adopt
Develop Strategic Actions to Drive Satisfaction
INITIAL FOCUS
Customers opt for relevant products and services that align with their evolving needs and values
C U S T OM E R I N S I G H T S
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CUSTOMER SATISFACTION = SUCCESS
Three Key Measures Impacted by Customer Satisfaction in the Electric Utility Industry
Customer Satisfaction
Credit Rating
Operating Margin
Return on Equity
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CUSTOMER VOICE C U S T OM E R I N S I G H T S
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C U S T OM E R I N S I G H T S
KEY BENEFITS
Uncover new markets of opportunity for new and existing products ! Target our most profitable customers and high-potential
prospects - Treat different people differently
Identify the most effective channels and market strategies for products ! Gain insights into the most effective message, media mix
and channels for ad campaigns
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RESIDENTIAL Nielsen Platform ! Demographics ! Psychographics & lifestyle ! Energy audit comparison
Primary Research ! Customer advisory panels ! Customer satisfaction survey ! Custom research projects
Secondary Research ! Industry reports ! Market reports
C U S T OM E R I N S I G H T S
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C U S T OM E R I N S I G H T S
eBill GAME PLAN
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COMMERCIAL & INDUSTRIAL
Nielsen Platform ! NAICS codes ! SIC codes Primary Research ! Customer advisory panels ! Customer satisfaction survey ! Custom research projects
Secondary Research ! Industry reports ! Market reports
C U S T OM E R I N S I G H T S
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C U S T OM E R I N S I G H T S
Contact Name, Title, Gender Ultimate ID/Name/Number Parent ID/Name Street City State Secondary Address (street, city, state)
Telephone Number Fax Number Primary SIC or NAICS (includes description) Secondary SICs Location Type Latitude & Longitude Census Tract & Block Group Brand/Chain/Franchise & Specialty Code Total Employees Local Employees
Sales, Local or Total Fortune 1000 (Y/N & Rank) Advertisement Size Home Based Business Year 1st Appeared (in yellow pages) Country CBSA Code & Name FIPS state/country Match Flag Zip Code Zip Code + 4
Overlay with CC&B data to align customers with relevant products and services
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ACTIONABLE INSIGHTS
C U S T OM E R I N S I G H T S
Innovation Center ! Online portal
- Blog/forum: https://insideuns/innovation/ - Idea funnel: http://uns.ideascale.com/
! Employee events
Presentations of custom research findings ! Research library ! Briefings Invitations to customer panels Internal collaboration & cooperation
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COMMUNICATION PLAN Employee engagement objectives ! Inspire an organizational shift is mindset ! Integrate sustainable change as business
as usual ! Implement meaningful, executable
strategies ! What can I do everyday?
! Involve every corner of the business in the strategy
! Innovation becomes part of our DNA ! How can I take personal responsibility?
E N G A G EM E N T
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CREATIVE CONCEPT
Join the New Year’s Revolution
! “Coming soon” teaser’s mid-December
! Non-traditional communication channels ! Engage employee in the movement
! Innovation Center roll-out January
! Long-term strategy will integrate with enterprise employee communication plan
! Educate employees on the value of innovation
E N G A G EM E N T
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Products
Products
Products
Products
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I N N O V A T I O N
Idea Sources Idea Development Gate 1 – Initial Screen
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I N N O V A T I O N
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D R I V E I N N O V A T I O N T O D A Y