Utility Customer Experience (CX)

Maureen Russolo CCXP

Vice President, CX Consulting
www.esource.com

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Who Is E Source?

Research, advisory and consulting firm with 30 years

of utility experience
80 staff, headquartered in Boulder, Colorado

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What Solutions Does E Source Offer?

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We Have Entered
The Age of the Consumer

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In the Age of Consumer

Who Are We Being Compared To?

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Approaching Your CX Journey

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Conflicting Goals ?

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Customer Experience Management

Delivers on Your Goals

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Study Objectives
In 2014 E Source conducted research about the current state of customer experience
(CX) implementation across North American utilities. The research effort involved
soliciting feedback from CX practitioners across the industry. Our report presents
findings to help E Source member utilities focus on their own CX activities and practices.
Specifically, the research investigates how utilities perform with regard to:

CX engagement at the corporate level

CX engagement among employees

CX engagement with the market

In this web conference, we cover the three categories above and present areas of
strength and opportunities for improvement across the industry.

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Length of Engagement in CX Management

4%

< 1 year

12%

1 to < 2 years

20%

2 to < 3 years

16%

3 to < 4 years

16%

4 to < 5 years

28%

5+ years

4%

Plan to start focusing on CX

in the next 12 months

0%

Dont focus on CX and dont

plan to in the next 12 months

Base: n = 25 utilities. Question S1_1: How long has your organization been focusing on managing the customer experience?

E Source

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Most Companies Started CX due to a

Strong Senior-Level Advocate

42%
29%
25%

4%

One senior leader who

was a strong advocate
Top-down mandate from
senior leadership
Other
Bottom-up grassroots
movement

Base: n = 25 utilities. Question S1_7: Which of the following best describes how your
company got started with managing the customer experience?

E Source

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Customer Experience Segment Focus

Base: n = 25 utilities. Question S3_2: Which customer segments are your organization's customer experience focused on? Select all that apply.

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CX Budgets

Base: n=25 utilities. Question S1_19: What is your organizations annual customer experience budget
(excluding employee salaries)?

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Improving
Customer
Satisfaction
Scores Is a
Leading CX
Benefit

Improving customer satisfaction scores

88

Increasing customer adoption of self-service channels

80

Increasing first-contact resolution rates

80

Managing, developing, and protecting

the organization's brand
Increasing awareness of or participation
in value-added programs

68
48

Benefit

Reducing operating costs

48

Increasing awareness of or participation in

demand-side management programs

40

Improving long-term market position

32

Improving effectiveness of demand-side

management programs

28

Obtaining an ROI for CX improvements

24

Improving the utility's Net Promoter Score

16

Attracting new talent to the company

We dont have a business case for CX
Other
Base: n = 25 utilities. Question S1_5: What benefits are
0
included in your organizations business case for focusing on
customer experience [CX]? Select all that apply. S1_6: (If a
business case for CX exists) Is the business case for customer
experience compared to actual results to confirm the impact of
customer experience initiatives? Note: ROI = return on investment.

12
4
16
20

40
60
80
Percentage of respondents

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Top 5 Priorities of CX Initiatives

E Source
Base: n = 25 utilities. Question S1_12: [If initiatives are prioritized] What are your top five prioritized initiatives in order, starting with the most important?

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What Is the Average Budget Across

Utilities for E-Business Activities?

Answer: Over one million dollars!

Source: E Source 2014 ebusiness metrics survey

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Budget Increased by Almost

$500,000

$862,592

$1,358,231

the average budget for

e-business services in
2013

the average budget for

e-business services in
2014
Variable

Number

Median budget

$437,298

Maximum budget

Budget per account

$6,400,000

$2.24/account

E Source
Notes: 2013 budget number of utilities (n) = 15, 2014 budget n = 14; question number is S7_5.

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IntelliResponse Virtual Agents

Enterprise Virtual Agent Software

One Right Answer

Intent Recognition Technology
Web, Mobile, Social, Kiosk & Agent
Cost Savings, CSAT Improvements
Self-Service the Way it Was
Meant to Be

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