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Boosting Customer Satisfaction while Reducing Operating CostsCreating a Customer-centric Channel Engagement Strategy for Utility Companies

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Utilities are still unable to leverage multi-channel approach to realize their business goals

Customer satisfaction by number of communication channels offered by utilities

73.5

74.6

67.2

66.6

62.0 64.0 66.0 68.0 70.0 72.0 74.0 76.0

Used one channel

Used two channels

Used three channels

Used more than three channels

CSA

T Sc

ore

s(o

ut o

f 10

0)

Sources: 1 - International Customer Management Institute, 2 - Institute of Customer Service

Customers are increasingly demanding more channel choices which can potentially underpin their satisfaction

A sizable number of utility companies accepted that emerging channels have a great impact on customer service experience and overall relationship management1

Nearly 40% of companies stated that digital channels such as social media, mobile and self-service have a positive impact on response time

Over 30% witnessed a significant increase in customer satisfaction (CSAT), first-contact-resolution, and customer loyalty

Yet, utilities have actually witnessed a decline in customer satisfaction when multichannel customer engagement strategy has been adopted

Surprisingly, customers who used lesser number of channels (one or two) to interact with their utility providers were more satisfied as compared to customers who used three or more channels2

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Lack of holistic understanding of customer preferences restrain utilities from fulfilling the objectives of overarching customer relationship management strategy

Source: WNS DecisionPoint™ Survey and Analysis

There is a wide chasm between customers’ order of preference for channels and those leveraged by utilities to interact with them

To assess expectation vs. reality mismatch, WNS DecisionPoint™ conducted a survey of over 60 energy utilities across the US, the UK and Australia and their 350+ customers

Level of agreement and disparity between channels preferred by customers and channels offered to them by utilities*

*The scale of agreement and disparity between customers’ preferred vs. available channel options is examined through a correlation derivation

Channels Overall US UK Australia

Phone Calls

Emails

Website - Live chat

Website - Self service

Mobile Website

Mobile - Live chat

Mobile - Self service

Social Media

SMS

Direct Mail

Utilities Outlets

Greater than 0.69 Strong Agreement

Between 0.50 and 0.69 Moderate Agreement

Between 0.25 and 0.49 Weak Agreement

Between 0.00 and 0.24 Very Low /No Agreement

Between -0.01 and -0.24 Weak Disparity

Between -0.25 and -0.69 Moderate Disparity

Lesser than -0.69 Strong Disparity

Region-wise gap analysis indicates the inability of utilities to understand customer needs and

preferences to offer a

tailored value proposition

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Using analytics to gauge customer behavior and predict their current and future needs to increase marketing effectiveness

Understanding channel preferences of different customer segments for varied types of interactions

Offering multi-channel options to customers and interacting with them through their preferred channels

Providing seamless, relevant and personalized omnichannel experience across channels

Optimizing omnichannel customer experience for better customer satisfaction and lower cost of operations

How can utilities have a winning edge?

Utilities who are lagging

behind should not only

begin a shift towards

omnichannel model but

also optimize

customer experienceto increase the efficiency

of support functions

Read full report to find the ways to successfully adopt and optimize omni-channel customer support

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A credible insights hub for companies looking to transform their strategies and operations by aligning with todays realities and tomorrow’s disruptions.

Email: perspectives@wnsdecisionpoint.comWebsite: wnsdecisionpoint.com

@WNSDecisionPt

WNS DecisionPoint

WNS DecisionPoint