Creating a Personalize, Proactive and ChannelCreating a Personalize, Proactive and Channel

of Choice Customer Experienceof Choice Customer Experience

Marketing Executives Conference

October 2013

New Orleans, LA

Penni McLean-Conner, Chief Customer OfficerNortheast UtilitiesOctober 2013

Our journey to redefining the customer experience

Our business case for change

Our strategy to proactively engage our customers

Our path forward

Drives a fundamental shift in the way customers want to

access, monitor and manage information

Transforming the customer experience requires people, process and technology

Requires a Transformation of Customer Engagement from Reactive to Proactive

Changing Customer

Demographics

Customer Demand for Data Analytics

Greatest Silent Boomer Gen X Gen Y

1909-28 1929-45 1946-64 1965-81 1982-01

We serve 5 distinct Generations

58,000,000

44,000,000

62,000,000

76,000,000

80,000,000

Digital Natives

We are seeing a shift to a multi-channel digital society

Big data has tremendous value to customers and us

Energy Consumption Data

SCADA/OMS

Real Estate Data

Big data has to be mined to transform the experience

Turning Data into Actionable Insights

PERSONALIZE

PROACTIVECustomer Segmentation

Smart Meter Analytics

Fraud & Theft Detection

Customer Sentiment Analysis

Customer Energy Management

EE Target Marketing

We are fast-forwarding our customer engagement transformation

►Process►.

►People►.

NU Image Project is fundamentally focused on employees

Untrained in customer service

Lack customer service

tools, collateral, support

Field Employees are:

FieldOperations

67% Conduct over 2 million customer contacts per year

CustomerGroup19%

Support14%

We want customer focused employees

Be Safe I uphold the highest safety standard for myself,

my coworkers and my customers, first and always

Respect Customer’s PropertyI value and treat my customer’s property as if it

were my own

Be Proud I perform my work with professionalism,

integrity and respect worthy of my trade Do the Right Thing I am personally accountable for the quality of

my work and my interactions with every customer, every time

Communicate With and Involve Customers

I will keep my customers informed of what I’m doing, why and my next steps

Grounded in Common Values Supported by HR Processes+

We will re-engineer our processes

Proactive

Create positive real-time customer engagement

Follow-up on completed work

We will ground our process redesign in customer research

767

Accuracy matters…

1-10 min

Impact of ETR Accuracy on Customer SatisfactionResidential Customers

…as does being Proactive

Utility calls customer

Preferred Outage Information Channels

Our research reveals customer experience opportunities

Customers are more satisfied with an outage during which they receive

>6 points of information than if they never had an outage

Customers who haven’t had an outage

Impact of Providing Outage Information Points on SatisfactionResidential Customers

The New Blue Sky Outage Experience attempts to reach all customers impacted by outages

“Thank you for being the first to

report this outage…”

Proactive - reaches all impacted customers

More precise ETR Algorithm

Enhanced messaging with more outage communication data points

Drives a fundamental shift in the way customers want to

access, monitor and manage information

The path to redefining the customer experience is clear

Requires strategies on People, Process and Technology

Changing Customer

Demographics

Customer Demand for

Analytics

Our transformation journey begins NOW with people and process

Personal + Proactive

Consistent Integrated Designed

“Kno

win

g ou

r cus

tom

ers”

“Servicing our Customers”

React + Recover

Inconsistent Siloed Ad hoc Process

Maturity

Customer Insight