best practices for a successful voc program · 2019-10-31 · customer research used narrowly for...

www.esource.com

Best Practices for a Successful VOC Program

Web conference

June 6, 2018

Robin Christmas, South Jersey GasChad Garrett, E SourceDaniel Molvik, E Source

Alissa Tambone, E Source

© 2018 E Source | www.esource.com 2

AgendaAbout E SourceVOC and your CX imperativeSouth Jersey Gas’s VOC strategyImplementation and results


Strategic innovation &

planning

Market intelligence &

analytics

Customer-centric

transformation

Utility business model of the

future


VOC and your CX imperative


To deliver an experience that creates a competitive advantage,

you need to gather and analyze employee and

customer insights


The future of energy: Customer-centered

A shift from centralized generation to distributed offerings

A convergence of solar, batteries, smart home technology, and artificial intelligence

Electric vehicle sales on the rise

Advanced energy management for small and midsize business customers

Energy-as-a-service solutions


How well is your existingmarket research

disseminated and leveraged across

your utility?


Listening posts


South Jersey Gas’s

VOC Strategy


About South Jersey Gas (SJG)South Jersey Gas delivers safe, reliable, affordable natural gas and promotes energy efficiency to approximately 385,000 residential, commercial, and industrial customers in the seven southernmost counties of New Jersey. We help our customers warm their homes or businesses, dry their clothes, heat their water, and cook their meals.

We are proud to have provided natural gas service for over 100 years. Our service area covers over 2,500 square miles with 113 municipalities—that’s one-third of the geographic area of New Jersey. This area includes all of Atlantic, Cape May, Cumberland, and Salem counties and parts of Burlington, Camden, and Gloucester counties.

South Jersey Gas' corporate headquarters is in Folsom, New Jersey.


SJG’s Customer Experience (CX) Strategy

Technology advancement

Process optimization

People resources

Voice of the

customer (VOC)


Why is SJG undertaking this now?

Ad hoc surveys

Coordinated strategy

Inefficient info-sharing Dashboard

Limited data

Transparency and

accountability

Operational focus

Customer focus


Top brand drivers1. Forward-thinking and innovative

2. Customer-focused


E Source’s solution


The business challenge

The E Source solution The outcomes

High-level summary

Customer research used narrowly for strategic decisions, but not connected to most job functions or employee actions

Ad hoc VOC efforts inhibited information-sharing across departments and a holistic understanding of root causes

Lack of visibility into customer experiences

Inability to measure improvement from CX initiatives

Relationship survey to connect the dots across multiple customer experiences

Transactional surveys coordinated across 10 important touchpoints

Dashboard to share real-time results with stakeholders throughout the organization

Alerts and tracking of closed-loop follow-up

Understanding of key drivers and root causes

Increased focus on customers throughout the company

Heightened emphasis on data-driven decision-making


Project process

Listen

• Stakeholder interviews• Relationship survey• Transactional surveys

Understand

• Analysis• Pain points• Key drivers & performance indicators

• Dashboards

Respond

• Tracking and accountability• Closed-loop follow-up• Root-cause analysis


SJG’s internal stakeholders

Customer Service (phone, email, walk-in

centers)

Field Operations (gas leaks,

service appointments)

New Service (sales and

construction)

Operations and System Renewal

Trade Partner Management

Energy Efficiency

Listen


Use cases

Example use cases Design approachEvaluate contractors Import background data on

contractors

In-person interactions Allow customers to take survey at the time/place of interaction

In-house versus outsource contact center performance

Import background data on contact center

Compare performance across channels

Identify and adopt a common leading-indicator metric

Listen


Customer-friendly surveys

Content relevant to customers Short surveys Avoid survey fatigue Sweepstakes

• 10%Relationship survey

• 9%Transactional surveys

Response rates

Listen


Transparency reinforces trust Listen


Surveys reflect your brand Listen


Surveys reflect your brand (cont.) Listen


Prioritize initiatives Understand

Net Promotor

Score

Ease of doing

business

Email customer service

Response time &

quality of information


Key findings

Making customers feel valued is a top priority across touchpoints

Understand


Closed-loop follow-up process Respond

• Request follow-up

• Response <4 (1 to 7 scale)

Alert/ticket rules

• Separate displays by channel

Open ticket in dashboard • Accountable

parties notified

Email alert

• Dashboard displays automatically

Root cause documented • Management

visibility into status

Ticket closed


Root-cause analysisTie customer feedback to your operational context

Respond


CX wins Respond

Increased focus on customers throughout the company

Heightened emphasis on data-driven decision-making


On the horizon

Further root-cause analysis for all channels Ticketing system to drive process and technology changes Second relationship survey in the fall to measure

improvements over the baseline


Lessons learned Make follow-up easy Building the right views in the dashboard starts with survey design

Engaging IT to pull in select operational data makes VOC results more powerful

Focus on mobile design first and test on multiple devices

Plan for full scope, but roll out surveys in phases Creating a modular approach for the surveys and customer sample lists

streamlines the automation process Getting internal buy-in from all stakeholders early in the process drives

improvement Training on technology and processes


E Source support

Strategy Research design Analysis Implementation


Questions?Chad GarrettManaging Director, Consulting and Advisory Solutions, E [email protected]

You're free to share this document in its entirety inside your company. If you'd like to quote or use our material outside of your business, please contact us at [email protected] or 1-800-ESOURCE (1-800-376-8723).

Robin ChristmasProgram Manager, Customer ExperienceSouth Jersey Gas [email protected]

Daniel MolvikSenior Consultant, Consulting and Advisory Solutions, E [email protected]

Alissa TamboneSenior Consultant, Market Research, E [email protected]

mailto:[email protected]





best practices for a successful voc program · 2019-10-31 · customer research used narrowly for...

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