Whether they contact you on the phone, on your website, via instant messaging, or on social media, today’s utility customers expect a coherent and continuous experience. A customer journey that starts on the website might continue on social media and conclude on the phone. Learn how utilities are orchestrating journeys across all channels to create a seamless, integrated, and consistent experience.

1. www.esource.com
Channel Surfing
Optimize Your Omnichannel Experience
President, optimalCX solutions
Dennis Crumb
Manager, Customer Contact Systems, Vectren
Andy Higgins
E Source Forum 2014
September 29–October 2, 2014

2. www.esource.com || © 2014 E Source 2
Presentation Outline
•
Omni-Channel Basics
•
Vectren’s Omni Channel Strategy
•
Omni-Channel Big Data

3. © 2014 optimalCX 3 solutions, LLC
Deliver a unified
customer experience!
Omni-Channel Basics
E Source Forum
Tuesday, Sept 30, 2014 – 1:30-3:00 PM
Hyatt Regency, Denver CO

4. © 2014 optimalCX 4 solutions, LLC
Optimal Customer Experience
Adapted from ‘Mobile Retailing Blueprint: A Comprehensive Guide for Navigating the Mobile Landscape, Version 2.0.0,’
National Retail Federation’s Mobile Retailing Initiative, January 4, 2011

5. © 2014 optimalCX 5 solutions, LLC
Hierarchy of Customer Experience Needs
Empowered
Engaged
Active
MARKETING
ENGAGE- MENT
SELF-
SERVICE
BASICS
•
Cross-Channel Analytics
•
Single View of Customer
•
Personas / Segmentation
•
Campaign Management
•
CRM / WCM
•
Performance Management
•
Social Media
•
Personalization
•
Smart Meter Highlights
•
Energy Audits / Games
•
Intentional Design
•
Customer Market Research

6. © 2014 optimalCX 6 solutions, LLC

7. Vectren’s Omni Channel Strategy
Presented by Andy Higgins
Vectren Corporation

8. 8
Vectren’s gas footprint
Vectren Energy Delivery of Indiana – South

110,000 gas customers
Vectren Energy Delivery of Indiana – North

570,000 gas customers
Vectren Energy Delivery
of Ohio
 315,000 gas customers

9. 9
Vectren’s electric footprint
Power plants
AB Brown
FB Culley
Warrick Unit 4
Blackfoot Clean Energy Plant
Vectren Energy Delivery of Indiana – South

142,000 electric customers

1,300 MW

10. 10
What is Omni Channel?

Is it Omni Channel, Omni-Channel, OmniChannel?

Isn’t this Cross-Channel or Multi-Channel?

Is it just a buzzword or something new?

Do utilities need to care about this?
Think about it. Today our life is continuous, but our customer experience is anything but that.

11. 11
Omni Channel Definition

12. 12
The Channel Evolution

13. 13
Is Customer Experience Important?

Key ingredient in having a successful Omni Channel strategy & experience.

CE needs to be part of your culture

CE focused company makes the right investments to support Omni.

Omni without CE is kind of like pancakes without syrup.

14. 14
Vectren’s Strategy?

Ensure CE is part of the culture of the company.

Corporate Strategy, Business Unit Plans, Individual projects

Develop a 5 Year Digital Strategy & Roadmap

Develop a 5 Year Omni Channel Strategy & Roadmap

Customer Experience & Omni Channel focus incorporated into all business processes and customer touch points

IT, Project Management Office, Contact Center, Field, etc.

Meet the Customer Where They Are!

15. 15
Vectren’s Digital Strategy

Contact Center Rep Channel

IVR Self Service Channel

Traditional Website Channel

Mobile Optimized Channel

Mobile iPhone App & Android App

Web Chat Channel

Texting Channel

Social Media Channel(s)

Others- Print, News, Inserts

16. 16
Vectren’s Omni Channel Strategy

Learn more about what our customers want and how they would like to interact with Vectren.
•
Data, Data, Data – Needs to be in one place
•
Know who they are, what they want and where they have been across all channels.

17. 17
Vectren’s Omni Channel Strategy

All business solutions for customer contact applications should include Omni Channel solutions and recommendations.

IT – All Customer Contact Systems and data should be interconnected and shared to deliver a holistic experience that is easy to use. (Biggest Challenge to true Omni Channel Experience)

18. 18
Say Goodbye to Silos!
•
Did I mention the IT challenges?
Partner with IT to ensure you can accomplish the Omni Channel strategy.
•
Other areas to include are the field, marketing and all other groups that touch or impact the customer.

19. 19
Vectren’s Key Omni Channel Goals

Increase Web Self Service

Web and IVR containment while enhancing the users customer experience!

Improve communication channels

Natural Speech IVR

Texting

Social Media

Build customer facing applications that cross channels naturally.

Enhance and improve the journey of the customer as they interact with Vectren.

20. 20
Vectren’s Omni Channel Goals

21. 21
The Near Future

22. 22
Because it’s Important – One more slide on CE!

Listen & Learn from the customer!

Executive Sponsorship & Grassroots

Organized approached

Cross-enterprise partnerships & team work

Break down the silo’s

Omni Channel/Multi-Channel consistency (Web, Contact Center, Field, etc.)

Governance / Prioritization / Project Sponsorship

Real Measurements & Metrics

Communicate progress across entire enterprise

We all need to be in on CE, contact center, field, HR, IT, etc.

Make it a part of the way everyone thinks inside the company

Always asking questions like:

How will this affect the customer?

Can we make this easier for the customer?

Why do we do it that way?

Listen & Learn from the customer!

23. © 2014 optimalCX 23 solutions, LLC
Deliver a unified
customer experience!
Omni-Channel Big Data
E Source Forum
Tuesday, Sept 30, 2014 – 1:30-3:00 PM
Hyatt Regency, Denver CO

24. © 2014 optimalCX 24 solutions, LLC
7 Keys to Customer Experience Success
The Customer Experience
Brand Promise Omni-channel delivery with every interaction
Roadmap
Strategy, vision, metrics &
operational programs
Measurement
KPIs & cross-channel analytics
focused on first-contact
resolution
Governance
Ownership across channels
Functionality
Right-channeling self-service
Usability
Make it easy for customers
to do business with you
Customer Research
Identify needs &
incorporate feedback

25. © 2014 optimalCX 25 solutions, LLC
Stand If you can answer Yes…
WEB
•
We have Google Analytics…
•
We have Conversion Funnels…
IVR
•
We have call analytics…
•
We have speech analytics…

26. © 2014 optimalCX 26 solutions, LLC
Stand If you can answer Yes…
Customer Preference Center
•
We have a ‘REAL’ Customer Preference Center
–
Multiple Channels (3+)
–
Unlimited Contacts (across all channels)
–
Includes all Programs and Services
–
Content controlled by the BUSINESS
–
Accessible by Customers AND CSR…

27. © 2014 optimalCX 27 solutions, LLC
Stand If you can answer Yes…
Cross-Channel Analytics
•
We have a Single View of the Customer
•
We use the SVOC in “coordinated and strategic ways”

28. © 2014 optimalCX 28 solutions, LLC
TRADITIONAL / LEGACY VIEWS

29. © 2014 optimalCX 29 solutions, LLC
Traditional D.A.T. Segmentation
Demographic / Psychographic
•
Geography, Gender, Age
•
Attitudes and aspirations
Activity (RFM)
•
Recency, Frequency, Monetary
Transactions
•
Programs, Products and Services
Website Magazine, Sep 2014

30. © 2014 optimalCX 30 solutions, LLC
Traditional Silos of Data
WEB
IVR
CSR
OMS
MDM
+ New Silos: Social Media, etc.

31. © 2014 optimalCX 31 solutions, LLC
THE ASPIRATION…

32. © 2014 optimalCX 32 solutions, LLC
Think by Need or Problem
Chief Customer Officer
•
Cross-Channel Analytics
•
Cross-tab segmentation and categorization
•
Aggregate Behavior
•
Predictive Analytics
Chief Marketing Officer
•
Message, Promotion, Campaign Effectiveness
•
Click-Through Tracking
•
Conversion Funnel
•
A/B Testing
Chief Technology Officer
•
Application and System Health
•
Load and Performance
•
Tuning and Optimization
Customer Service Rep
•
Single View of the Customer (SVOC)
•
Cross-Channel Customer Interactions
•
Relevant Promotions

33. © 2014 optimalCX 33 solutions, LLC
Beyond Aspirational…
1)
Predictive Analytics
a)
Predictive Call Routing
b)
Hyper-Segmentation
c)
Truly relevant and appropriate messaging
2)
Proactive
a)
Putting resources where trouble is predicted
3)
Pre-emptive Customer Service
a)
Take action before customer has to

34. © 2014 optimalCX 34 solutions, LLC
SUMMARY

35. © 2014 optimalCX 35 solutions, LLC
Recommendations
1)
Start small; go BIG! (Use existing data).
a)
Call Details
b)
Channel Preferences
c)
Smart Grid
d)
Outage
2)
Stay agile. (Iterative and Quick).
3)
Focus on the customer. (Customer-centric).

36. © 2014 optimalCX 36 solutions, LLC
Where to Start?!?
1)
Were you standing at the end of the poll?!?
2)
OMG… The BASICS!
a)
Consistency
b)
Customer Preferences
3)
Personalization
a)
Re-active
b)
Pro-active
c)
Across channels

37. www.esource.com
September 30, 2014
President, optimalCX solutions
Dennis Crumb
Manager, Customer Contact Systems, Vectren
Andy Higgins