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www.esource.com April 7, 2015 Using Social Media to Do Right by Customers Director, Customer Experience & Marketing E Source 2015 EEI / AGA Customer Service Conference Kim Burke
www.esource.com April 7, 2015
Using Social Media to Do Right by Customers
Director, Customer Experience & MarketingE Source
2015 EEI / AGA Customer Service Conference
Kim Burke
www.esource.com || © 2015 E Source 2
Who Is E Source?
▪ Research and advisory firm with 26 years of utility experience
▪ 80 staff, headquartered in Boulder, Colorado▪ Membership-based
www.esource.com || © 2015 E Source 3
About the Study
5th Annual E Source Utility Social Media Survey Goals: To better understand social media in the utility industry
on topics such as strategy, design, and implementation
To gather data about trends and common utility practices
Data received from 56 utilities representing: Electric and gas (39%), electric only (29%),
gas only (18%) Investor-owned utilities (86%), municipals (7%),
Canadian Crown (6%)
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Top 3 Social Media Challenges
50%A top 5 social media challenge is integrating social media with customer service or the contact center
Improving and enhancing your social media presence overall
Integrating with customer service or the contact center
Managing crisis situations
Note: Base: n = 56. Question S2_6 What are the top five social media issues or challenges you expect to focus on at your utility over the next 12 months?
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Who Provides Customer Service?
A person or team within the Communications /
Media / PR department who works with the contact center or customer service representatives
41
A single person within the Communications /
Media / PR department23
A team of people within the Communications /
Media / PR department13
A team of people in the contact center
9
Other7
We don’t provide customer service
through social media channels during normal
operations5
A single person in the contact center
2
© E Source Note: Base: n = 56. Question S2_8 Who at your utility is tasked with answering customer service questions via social media during normal business operations (not crisis situations)?
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Customer Service via Social
Percent of utilities think that providing enhanced customer service capabilities via social media is a
very important goal
Note: Base: n = 56. Question S2_2_2 How important is each of the following goals for social media to your utility? —Provide enhanced customer service capabilities. Percentage represents the top-2 box scores on a 10-point scale, where 10 means “very important” and 1 means “not at all important.”
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Customer Service via Social (cont.)
Percent of utilities said that their utility has been very successful in providing enhanced customer service
capabilities via social mediaNote: Base: n = 56. Question S2_3_2 Using a scale of 1 to 10 where 1 = not successful and 10 = very successful, please rate how successful your utility’s use of social media has been in accomplishing each of the following goals? —Providing enhanced customer service capabilities. Percentage represents the top-2 box scores on a 10-point scale, where 10 means “very important” and 1 means “not at all important.”
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The OpportunitiesQ: What strategies or tactics does your utility use to increase customer engagement on social media channels?
We’ve been using the social channels more and more as a customer service channel. The majority of engagements outside of outage situations is centered on individual account questions and support.”
Provide good customer service for inbound inquiries.”
Q: What utilities do you perceive to be doing an extraordinary job with social media and why?
[T]hey are top-notch in customer service.”
[They] have clear customer service processes in place.”
Good customer service via Twitter and Facebook channels.”
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Source: Ike Pigott, Alabama Power Twitter page
Standout Examples
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Standout Examples (cont.)
Source: Pacific Gas and Electric Co. Facebook page
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Standout Examples (cont.)
Source: Southern California Edison Twitter page
Source: Florida Power & Light Co. Facebook page
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Actively Listen to Your Customers
Go beyond monitoring tweets and comments Respect customers Understand the context Learn your customers’
pain points Discover valuable
insights Proactively address
concerns
Source: https://www.flickr.com/photos/walkadog/3353936487/in/photostream
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For More Information
Kim BurkeDirector, Customer Experience & Marketing, E Source303-345-3114 [email protected]: @ESourceKim
CONTACT US1-800-ESOURCE (1-800-376-8723)
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