PowerPoint Presentation
Presented by Gregory KnightSVP and Chief Customer
OfficerEstablishing Alignment Between the Sales, Marketing and
Customer Service Functions to Support Customer Outcomes
January 31, 2017Legal Disclaimer: This presentation is being
provided for informational purposes only and does not purport to be
comprehensive. Neither CenterPoint Energy, Inc., together with its
subsidiaries and affiliates (the Company), nor its employees or
representatives, make any representation or warranty (express or
implied) relating to this information. By reviewing this
presentation, you agree that the Company will not have any
liability related to this information or any omissions or
misstatements contained herein. You are encouraged to perform your
own independent evaluation and analysis.
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CenterPoint Energy2
Regulated electric & Gas5.8M Energy utility B2C/B2B
customers2.4M Electric-Houston metro3.4M Natural gas spanning 6
statesCompetitive natural gas B2C/B2B sales customersRetail
appliance sales & repair B2C/B2B customersRetail digital
B2C/B2B competitive electric Texas shoppers
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Our Vision: Refreshed To Support Our Core Gas And Electric
Utility Businesses3Lead the nation in delivering energy, service
and valueOur Vision
DELIVERINGENERGYDELIVERINGSERVICE AND VALUEDelivering service
and value applies to all stakeholdersDelivering energy is
CenterPoint Energys core businessLEAD THE NATIONWe are the premier
domestic energy delivery company
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Critical Corporate Success Factors
1234Preserve and enhance the brandfor customers, shareholders,
regulators, and employeesRetain current customers and build deeper
customer relationshipsContinue to invest in providing superior
customer serviceAcquire additional customersSustain existing and
create new sources of revenue by providing additional
servicesManage Expenses4
In View of Market Forces Impacting CNP, Current Customer
Engagement approach Is Insufficient5CEC concluded that the current
approach will not enable CNP to retain customer relationships
Creating a customer-focused organization will better position CNP
for future success and relevance Market ForcesIncreased Cost to
ServeIncreased Customer ExpectationAbundance of Gas
SupplyIncreasing ComplexityValue RealizationNew Market
EntrantsAlternative Energy SourcesConsolidation/rationalization of
the industry (M&A)CNP ImplicationsPotential loss of existing
revenue as customers seek alternative energy sourcesPotential miss
of new revenue opportunities due to changing customer expectations
and needsPotential damage to brand as customers hold CNP
accountable for reliability, regardless of cause of service
disruptionsPotential erosion of customer relationship and insight
unless CNP accelerates investment in foundational capabilities to
meet changing needs and expectations
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Maximizing Customer Value Requires Deft Coordination Across
Multiple Functional Areas The desire to deliver a single brand
needs to take into account overlapping customer base, the business
unit structure and the choice of channels used to reach
customers6
In Person Bill PhoneSMS/MMSInternet In Home DeviceOther
In Person Sales / Education Field ServiceKey Account Mgrs
IVR
Call Center
InternetSocial Media
Website
Aggregators
Email
Search EngineMobile App
Closed MicroBlogsOpen MicroBlogsBlogs
Open Social Networks
Commentable User Generated Content
Closed Social Networks
Discussion Forums
Crowd SourcingElectric vehicle
Prepayment DevicesLocal Retail Outlet
BillLetter, Fax& Printed
IVR
Consumer GasElectricUnreg Communications Marketing Customer
ServiceSales/Operations - IT (Impacts All)
Source: Accenture INC
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Functional View of CNPs Customer OrganizationEstablishing
Alignment7
Drive single accountability for customer strategy and execution
of objectives, plans and tactics to achieve financial objectives
Alignment of key functional areas to achieve financial targets and
ensure communication, execution and customer experience consistency
Social MediaAdvertisingBrandingNew Product/ServicesMarcomRegulated
MarketingChannel StrategyHSP MarketingMarket ResearchChannel
StrategyMarket AnalyticsVOCWEBBrand
Consolidation of key execution functions in each area to drive
accountability, ownership and operational coordination Structure
key marketing functions in Marketing Advertising, New
Products/Service, HSP Marketing, Customer Communication & Brand
Integrate customer insights Market Research, VOC and analytics
Combine key sales functions C&I Trans. & Energy, HSP Sales
and Energy Efficiency Consolidate Customer Service operations
Credit & Collections, Billing, CNP 3rd party damage collect and
CNP Bill Print C&I TransportationC&I Energy SalesRegional
Sales - ResidentialCustomer RelationshipManagementTechnical
Sales/Trade Ally RelationsHSP SalesEnergy Efficiency Economic
DevelopmentClean Air Technology
Digital CSClaimsCustomer CarePerformance ManagementReceivables
ManagementRemittanceGas 3rd Party DamageService Delivery (Call
Center)Bill PrintBilling ExceptionOrg. Structure HighlightsOrg.
Structure Roles
= Moved function= New responsibility
= Consolidated function
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Theres no longer any real distinction between business strategy
and the design of the user experience. The last best experience
that anyone has anywhere, becomes the minimum expectation for the
experience they want everywhere.
- Bridget van KralingenSenior Vice PresidentIBM Global Business
ServicesYour Experience is Your Brand8
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Marcom Strategy Begins by Framing All Communications Through a
Strategic Belief Journey FrameworkI know CNPS role in delivering
electricityCNP connects me to energy thats essential to life CNP is
a well run company that offers Gas related services and
valueStakeholder Sentiment ELECTRIC
I know CNP is making investments to serve meCNP connects me to
energy and services that matter to meCNP is a well run company that
offers Gas related services and valueStakeholder Sentiment GAS
Strategic Theme: Reliability & SafetyCNP Belief
JourneyKNOWCNP UNDERSTAND 1-2 Benefits CNP EnablesBELIEVECNP
Performs Role Excellently
ExperiencesCommunicationsMARCOM 9
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Intelligent Self-Healing Grid
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1111 Key Marketing, Sales and Service Strategies Identified to
Achieve HSP Customer Journey Strategy1Expand low entry price point
product offeringsIntroduce lower price point offerings to appeal to
broader audience2Develop propensity modelingUse model to monitor
and improve marketing effectiveness3Convert T&M jobs to
contractCreate campaigns to increase conversions of T&M jobs to
contracts4Enhance the customer journeyIdentify and leverage key
customer interactions to upsell/cross-sell5Maximize leverage of the
home move callMobilize operations to optimize the conversion and
upsell opportunities through the home move journey6Design contract
renewal strategyDevelop communications and product strategy to
engage customers at the end of their contract period7Develop
win-back campaign strategyBuild an action driven win-back campaign
that looks to minimize cancellations and drive win-backs
Learn about HSPMoving homeEnquire about servicesSign up for a
serviceQuestion about accountReceive informationUnderstand &
pay my billPay my past due billWant to complainWant to
disconnectProspectAcquireServiceNurtureRetainReceive
confirmation
Have an issue & contact HSPSchedule appointmentReceive
product/servicePurchase additional products12576438Expand products
and services offeringsDevelop electricity and water related home
services products through third party provider89Improve elapsed
timeMeet or exceed industry best practice for repair service
delivery
Improve appointments metEstablish customer focused appointment
windows10
Achieving Tech Compliment service techniciansDevelop long-term
strategy to mitigate impacts from tech attrition119
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Keeps Promises
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Design with Customers in Mind (VOC)12IBM Design ThinkingThe
PrinciplesA focus on user outcomesMultidisciplinary teamsRestless
reinvention
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Problem Statement 1How Might CenterPoint offer a digital
experience that inspires its customers (VOC) to use it as a trusted
guide in their energy lives?13
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Empathy Map14
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As-Is Scenario Map
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Big Ideas16
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Prioritization Grid
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Experience-Based Roadmap
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Writing Hills
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High Marks from JD Power & Associates 2015 Study
CenterPoint Energy South rankedFIRST Among ALL Large Gas
Utilities inOverall Satisfaction Among Millennials(aged
19-35)20Source: 2015 Gas Utility Residential Customer Satisfaction
Study SM, October 21, 2015
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Cogent Residential TDSP UtilityTrusted Brand & Customer
Engagement Studies21
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Cogent Residential TDSP UtilityTrusted Brand & Customer
Engagement Studies22
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Questions and AnswersQQ&A23