Providing Award Winning Service Through Online Engagement pdfs/D1 Giammona Burt.pdf ·...
Transcript of Providing Award Winning Service Through Online Engagement pdfs/D1 Giammona Burt.pdf ·...
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Providing Award Winning Service Through Online Engagement
![Page 2: Providing Award Winning Service Through Online Engagement pdfs/D1 Giammona Burt.pdf · Award-Winning Digital Customer Engagement Laurie Giammona Sr. Vice President and Chief Customer](https://reader030.fdocuments.us/reader030/viewer/2022011822/5eccdd56daddc3674c171348/html5/thumbnails/2.jpg)
Award-Winning
Digital Customer Engagement
Laurie Giammona
Sr. Vice President and Chief Customer Officer
Pacific Gas & Electric
Helen Burt
Chief Customer Officer
Utilligent
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2PG&E Awarded Best Utility Website in North
America by E Source
• Increase in Customer Satisfaction• Decrease in Operating Costs• Better Customer Engagement
Best Utility Website
in North America
2017
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What Do Our Customers Want?
The Omni-Presence of
The Familiarityof
The Simplicityof
The Immediacyof
The UserExperience of
The Creativityof
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4
What Are Customer Preferences?
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We Delivered Key Services Across All Channels
Customers access several key services with PG&E across a variety of interaction channels. Customers expect consistency, simplicity, and a personalized experience.
• View & Pay Bill• Manage Account• Outages• Payment Assistance• Start/Stop Service• Save Energy/Water• Renewables & EVs
7 KEY SERVICES 9 CHANNELS
Customers
Local Office
U.S. Mail
CSR
IVR
PC
Mobile
Text
Responsive Web
HIGH VOLUME
LOW VOLUME
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6
Why Start With Responsive Design?
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.
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7Providing Great Customer Experience On
Any Device, Anywhere, Anytime
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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.
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We Involved Customers Throughout With A/B Testing
What is A/B testing?Deploy two Options –A and B Measure customer action
Everything is testable!Language: Save $20 on
your bill vs. Get Control of Energy
Media: Text or video
Layout: 3 sentences or 3
bullets
Option A: Headline Only. Text Link below image.
Option B: Headline + Blue Bar and button link
Option B drove 2x more enrollments
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10After Go Live: We Invested In Analytics To Drive
Business Decisions
Web Analytics
Page traffic
Scroll Maps
Heat Maps
Transaction Data
Completion Rates
Conversion Funnel
Analysis
Optimization
A/B Testing
Session Playback
Customer Feedback
Surveys & Verbatims
Online Help Center
Omnichannel
Customer journeys
across Authenticated Agent, IVR and
Web
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Making It Personal
Customers value choice and control
“Help me understand my bill” “How can I lower my bill?” “What are my rate options?”
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12Driving 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
• 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. 2017
(900k customers)
Laurie
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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 9th grade reading level for easier comprehension• Focused on Accessibility to make it easier for customers with disabilities
Option 1 Option 2 Option 3
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Transforming the Customer Experience Is Possible
FROM
Company-Centric
► Internally focused
► Operationally driven
► Turning lots of dials
► Limited insight into what matters to customers
Company Defined Touch Points
3rd- 4th Quartile J.D. Power
Ad Hoc “Customer Experience”
Tra
ns
form
atio
n
Customer-CentricExperiences
Customers
TO
Meets customers’rational expectations & emotional needs.
Generate desired customer behavior.
Productively generates the desired customer experience.
Ou
tco
me
s
RESULTS
Positive Regulatory
Margin
Reduced Complaints
Reduced Cost to Serve
Increased Customer
Satisfaction
(JDPA, MSI, etc.)
Ex
pe
rien
ces
OUTCOMES
Customer Experience-Driven Business Model
Desired Customer
Behavior
Employees
► 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
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Thank you.
Laurie Giammona
Sr. Vice President and Chief Customer Officer
Pacific Gas & Electric
Helen Burt
Executive Vice President and Chief Customer Officer
Utilligent