www.esource.com
Best Practices for a Successful VOC Program
Web conference
June 6, 2018
Robin Christmas, South Jersey GasChad Garrett, E SourceDaniel Molvik, E Source
Alissa Tambone, E Source
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AgendaAbout E SourceVOC and your CX imperativeSouth Jersey Gas’s VOC strategyImplementation and results
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Strategic innovation &
planning
Market intelligence &
analytics
Customer-centric
transformation
Utility business model of the
future
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VOC and your CX imperative
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To deliver an experience that creates a competitive advantage,
you need to gather and analyze employee and
customer insights
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The future of energy: Customer-centered
A shift from centralized generation to distributed offerings
A convergence of solar, batteries, smart home technology, and artificial intelligence
Electric vehicle sales on the rise
Advanced energy management for small and midsize business customers
Energy-as-a-service solutions
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How well is your existingmarket research
disseminated and leveraged across
your utility?
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Listening posts
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South Jersey Gas’s
VOC Strategy
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About South Jersey Gas (SJG)South Jersey Gas delivers safe, reliable, affordable natural gas and promotes energy efficiency to approximately 385,000 residential, commercial, and industrial customers in the seven southernmost counties of New Jersey. We help our customers warm their homes or businesses, dry their clothes, heat their water, and cook their meals.
We are proud to have provided natural gas service for over 100 years. Our service area covers over 2,500 square miles with 113 municipalities—that’s one-third of the geographic area of New Jersey. This area includes all of Atlantic, Cape May, Cumberland, and Salem counties and parts of Burlington, Camden, and Gloucester counties.
South Jersey Gas' corporate headquarters is in Folsom, New Jersey.
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SJG’s Customer Experience (CX) Strategy
Technology advancement
Process optimization
People resources
Voice of the
customer (VOC)
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Why is SJG undertaking this now?
Ad hoc surveys
Coordinated strategy
Inefficient info-sharing Dashboard
Limited data
Transparency and
accountability
Operational focus
Customer focus
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Top brand drivers1. Forward-thinking and innovative
2. Customer-focused
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E Source’s solution
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The business challenge
The E Source solution The outcomes
High-level summary
Customer research used narrowly for strategic decisions, but not connected to most job functions or employee actions
Ad hoc VOC efforts inhibited information-sharing across departments and a holistic understanding of root causes
Lack of visibility into customer experiences
Inability to measure improvement from CX initiatives
Relationship survey to connect the dots across multiple customer experiences
Transactional surveys coordinated across 10 important touchpoints
Dashboard to share real-time results with stakeholders throughout the organization
Alerts and tracking of closed-loop follow-up
Understanding of key drivers and root causes
Increased focus on customers throughout the company
Heightened emphasis on data-driven decision-making
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Project process
Listen
• Stakeholder interviews• Relationship survey• Transactional surveys
Understand
• Analysis• Pain points• Key drivers & performance indicators
• Dashboards
Respond
• Tracking and accountability• Closed-loop follow-up• Root-cause analysis
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SJG’s internal stakeholders
Customer Service (phone, email, walk-in
centers)
Field Operations (gas leaks,
service appointments)
New Service (sales and
construction)
Operations and System Renewal
Trade Partner Management
Energy Efficiency
Listen
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Use cases
Example use cases Design approachEvaluate contractors Import background data on
contractors
In-person interactions Allow customers to take survey at the time/place of interaction
In-house versus outsource contact center performance
Import background data on contact center
Compare performance across channels
Identify and adopt a common leading-indicator metric
Listen
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Customer-friendly surveys
Content relevant to customers Short surveys Avoid survey fatigue Sweepstakes
• 10%Relationship survey
• 9%Transactional surveys
Response rates
Listen
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Transparency reinforces trust Listen
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Surveys reflect your brand Listen
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Surveys reflect your brand (cont.) Listen
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Prioritize initiatives Understand
Net Promotor
Score
Ease of doing
business
Email customer service
Response time &
quality of information
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Key findings
Making customers feel valued is a top priority across touchpoints
Understand
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Closed-loop follow-up process Respond
• Request follow-up
• Response <4 (1 to 7 scale)
Alert/ticket rules
• Separate displays by channel
Open ticket in dashboard • Accountable
parties notified
Email alert
• Dashboard displays automatically
Root cause documented • Management
visibility into status
Ticket closed
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Root-cause analysisTie customer feedback to your operational context
Respond
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CX wins Respond
Increased focus on customers throughout the company
Heightened emphasis on data-driven decision-making
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On the horizon
Further root-cause analysis for all channels Ticketing system to drive process and technology changes Second relationship survey in the fall to measure
improvements over the baseline
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Lessons learned Make follow-up easy Building the right views in the dashboard starts with survey design
Engaging IT to pull in select operational data makes VOC results more powerful
Focus on mobile design first and test on multiple devices
Plan for full scope, but roll out surveys in phases Creating a modular approach for the surveys and customer sample lists
streamlines the automation process Getting internal buy-in from all stakeholders early in the process drives
improvement Training on technology and processes
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E Source support
Strategy Research design Analysis Implementation
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Questions?Chad GarrettManaging Director, Consulting and Advisory Solutions, E [email protected]
You're free to share this document in its entirety inside your company. If you'd like to quote or use our material outside of your business, please contact us at [email protected] or 1-800-ESOURCE (1-800-376-8723).
Robin ChristmasProgram Manager, Customer ExperienceSouth Jersey Gas [email protected]
Daniel MolvikSenior Consultant, Consulting and Advisory Solutions, E [email protected]
Alissa TamboneSenior Consultant, Market Research, E [email protected]