Providing Award Winning Service Through Online Engagement
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Providing Award Winning Service Through Online Engagement
Award-Winning
Digital Customer Engagement
Laurie Giammona
Sr. Vice President and Chief Customer Officer
Pacific Gas & Electric
Helen Burt
Chief Customer Officer
Utilligent
2PG&E Awarded Best Utility Website in North
America by E Source
• Increase in Customer Satisfaction• Decrease in Operating Costs• Better Customer Engagement
Best Utility Website
in North America
2017
What Do Our Customers Want?
The Omni-Presence of
The Familiarityof
The Simplicityof
The Immediacyof
The UserExperience of
The Creativityof
4
What Are Customer Preferences?
5
We Delivered Key Services Across All Channels
Customers access several key services with PG&E across a variety of interaction channels. Customers expect consistency, simplicity, and a personalized experience.
• View & Pay Bill• Manage Account• Outages• Payment Assistance• Start/Stop Service• Save Energy/Water• Renewables & EVs
7 KEY SERVICES 9 CHANNELS
Customers
Local Office
U.S. Mail
CSR
IVR
PC
Mobile
Text
Responsive Web
HIGH VOLUME
LOW VOLUME
6
Why Start With Responsive Design?
Responsive design is web framework that automatically re-sizes any page display based on the screen size detected by the browser, allowing one seamless experience across devices.
7Providing Great Customer Experience On
Any Device, Anywhere, Anytime
We Used Agile Development Methodology,
Bringing IT and the Business Together
Agile development fits web development very well, reducing costs, and speeding delivery of critical pages/experiences.
We Involved Customers Throughout With A/B Testing
What is A/B testing?Deploy two Options –A and B Measure customer action
Everything is testable!Language: Save $20 on
your bill vs. Get Control of Energy
Media: Text or video
Layout: 3 sentences or 3
bullets
Option A: Headline Only. Text Link below image.
Option B: Headline + Blue Bar and button link
Option B drove 2x more enrollments
10After Go Live: We Invested In Analytics To Drive
Business Decisions
Web Analytics
Page traffic
Scroll Maps
Heat Maps
Transaction Data
Completion Rates
Conversion Funnel
Analysis
Optimization
A/B Testing
Session Playback
Customer Feedback
Surveys & Verbatims
Online Help Center
Omnichannel
Customer journeys
across Authenticated Agent, IVR and
Web
11
Making It Personal
Customers value choice and control
“Help me understand my bill” “How can I lower my bill?” “What are my rate options?”
12Driving Self-Service Adoption:
Remove Barriers and Make it Easy
PGE.com Account Creation• Data previously showed a 48%
completion rate on pge.com Account Creation
• After building Account Number Lookup function, completion rates jumped to 70%
Interstitials• Paperless Billing:
• 70K enrollments since Jul ‘17• $260k in saved print costs
• Contact Information Confirmation• 60% take rate since Oct. 2017
(900k customers)
Laurie
We Continue a Customer Centric Approach
• Customers decide:• How to group content and what to name the navigation• Which designs were most visually appealing • Which layouts and language were most intuitive
• A focus on easy:• Content written to a 9th grade reading level for easier comprehension• Focused on Accessibility to make it easier for customers with disabilities
Option 1 Option 2 Option 3
14
Transforming the Customer Experience Is Possible
FROM
Company-Centric
► Internally focused
► Operationally driven
► Turning lots of dials
► Limited insight into what matters to customers
Company Defined Touch Points
3rd- 4th Quartile J.D. Power
Ad Hoc “Customer Experience”
Tra
ns
form
atio
n
Customer-CentricExperiences
Customers
TO
Meets customers’rational expectations & emotional needs.
Generate desired customer behavior.
Productively generates the desired customer experience.
Ou
tco
me
s
RESULTS
Positive Regulatory
Margin
Reduced Complaints
Reduced Cost to Serve
Increased Customer
Satisfaction
(JDPA, MSI, etc.)
Ex
pe
rien
ces
OUTCOMES
Customer Experience-Driven Business Model
Desired Customer
Behavior
Employees
► Customers feel in control, understood and cared for
► Employees culture of recognizing direct impact on the customer experience
► Customer and Industry Best in Class
► Seamless, positive customer interactions that are profitable because of efficiency
Thank you.
Laurie Giammona
Sr. Vice President and Chief Customer Officer
Pacific Gas & Electric
Helen Burt
Executive Vice President and Chief Customer Officer
Utilligent
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