elisabeth s. brinton, chief customer officer smud

Elisabeth S. Brinton, Elisabeth S. Brinton, Chief Customer OfficerChief Customer OfficerSMUDSMUD

Powering forward. Together.

Creating a Customer Creating a Customer Centric CultureCentric Culture

• What is a customer centric culture?• Why should you care?• Our approach• Key learnings, successes and challenges• Customer experience evolution: where do we go

from here?

Topics to cover

About SMUD

About SMUD

• Not-for-profit public utility

• Founded in 1946

• Nation’s 6th largest community owned electric utility

• Operates under the authority of the California Constitution and the Municipal Utilities District Act

SMUD Snapshot

Service area population

Budget Employees

1.4 million $1.67 billion 2,034

Service area Customers Credit rating

900 square miles 599,826 AA- S&P

A1 Moody’s

A+ Fitch

Geography and SMUD Service Territory

SMUD Service TerritorySacramento, CA

Diverse customer base• Sacramento was cited by Time

magazine as America's most ethnically and racially integrated city in 2002.

• Regional demographics

• African American: 10%

• Hispanic: 20%

• Asian: 13%

• Caucasian: 52%

• Other: 5%

• County population

• 1.45 million

Mix of customers served

Why are We Building a Customer Centric Culture?

SMUD’s business is transforming

SMUD

Leveraging new value streams to deliver innovative and personalized services requires a new approach

Distributed Environment

Costs of negative experiences

• Loss of customer loyalty and potential revenue erosion

• Lost revenue due to customer seeking alternatives, such as customer sited distributed generation

• Negative media

• Longer call processing time

• Added time for error correction

• Multiple contacts

• Increased back office work

• Complaints to Board, regulatory agencies, and others

• Claims against company

Elements of a customer centric culture

elisabeth s. brinton, chief customer officer smud

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