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

www.esource.com || © 2014 E Source 2

Presentation Outline

• Omni-Channel Basics • Vectren’s Omni Channel Strategy • Omni-Channel Big Data

© 2014 optimalCX solutions, LLC 3 3

Deliver a unified customer experience!

Omni-Channel Basics

E Source Forum Tuesday, Sept 30, 2014 – 1:30-3:00 PM

Hyatt Regency, Denver CO

© 2014 optimalCX solutions, LLC 4 4

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

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Hierarchy of Customer Experience Needs

Empowered

Engaged

Active

MAR

KETI

NG

EN

GAG

E-M

ENT

SELF

- SE

RVIC

E BA

SICS

• 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

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Vectren’s Omni Channel Strategy

Presented by Andy Higgins Vectren Corporation

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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

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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

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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.

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Omni Channel Definition

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The Channel Evolution

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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.

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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!

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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

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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.

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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)

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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.

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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.

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Vectren’s Omni Channel Goals

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The Near Future

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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!

© 2014 optimalCX solutions, LLC 23 23

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

© 2014 optimalCX solutions, LLC 24 24

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

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Stand If you can answer Yes…

WEB • We have Google Analytics… • We have Conversion Funnels… IVR • We have call analytics… • We have speech analytics…

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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…

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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”

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TRADITIONAL / LEGACY VIEWS

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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

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Traditional Silos of Data

WEB IVR

CSR OMS

MDM

+ New Silos: Social Media, etc.

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THE ASPIRATION…

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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

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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

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SUMMARY

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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).

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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

www.esource.com September 30, 2014

President, optimalCX solutions Dennis Crumb

Manager, Customer Contact Systems, Vectren Andy Higgins