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Evolving Customer Care to boost Social and Digital Engagement

Sarah SharpManager of Marketing and Customer Engagement

Entergy Corporation is an integrated energy company engaged primarily in electric power production and retail distribution operations.

We deliver electricity to 2.9 million utility customers in Arkansas, Louisiana, Mississippi and Texas with annual revenues of approximately $11 billion and more than 13,000 employees.

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Entergy Corporation

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Challenges and Goals

Higher customer

expectations

Emerging Technologies

And New Energy Models

Increase cost to serve

And Regulatory

Requirements

Seamless omni-channel

experience

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Entergy’s Cross-Functional Social Media Use Map

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Market Research

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Market Research

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8Source: Accenture

Organizational Design

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Organizational Design

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Integrated Social Media Strategy

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• Unified platform to manage social media activity across all divisions.

• Ability to integrate for cross-cloud collaboration.

• Ability to sync with Service Cloud • Ability to make insights actionable so that

you can be smarter and more predictive responses.

• Ability to deliver the highly personalized, intelligent interactions.

Personalized Social Customer CareStrengthening relationships with customers and the public begins with a strong coordinated social listening strategy.

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Social Customer Care Strategy

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Omni-Channel Experience

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Omni-Channel Messaging

Example: User targeted based on behavior (e.g. account history, web behavior)

Coordinated digital marketing campaign

Business rule driven customer communications

Analytics captured from every customer action

Automated Marketing and Journey Mapping

Digital Transformation

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42.5%

44.4%

43.9%

44.4%

45.6%

46.3%

47.5%

46.6%

47.2%

49.6%

48.5%48.8%

42%

43%

44%

45%

46%

47%

48%

49%

50%

Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017

Increased self-serve transactions

Results

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42.5%

44.4%

43.9%

44.4%

45.6%

46.3%

47.5%

46.6%

47.2%

49.6%

48.5%48.8%

42%

43%

44%

45%

46%

47%

48%

49%

50%

Q1 2015 Q2 2015 Q3 2015 Q4 2015 Q1 2016 Q2 2016 Q3 2016 Q4 2016 Q1 2017 Q2 2017 Q3 2017 Q4 2017

57.5%

55.6%

56.1%

55.6%

54.4%

53.7%

52.5%

53.4%

52.8%

50.4%

51.5%51.2%

While decreasing agent-handled calls

Results

2017 Site Visits by Device

Mobile/Tablet Desktop

69%

23%

2017 Pageview Breakdown

myAccount

All Other

Entergy Arkansas

Entergy Louisiana

Entergy Mississippi

Entergy New Orleans

Entergy Texas

1%

1,000,000

1,350,000

1,700,000

2,050,000

2,400,000

2,750,000

3,100,000

3,450,000

January February March April May June July August September October November December

YoY Site Visits

2015 2016 2017

69% of all Pageviews

in 2017 were to

myAccount Pages.

Increased Online Customer EngagementEntergy website visits increased 20% YoY compared to 2016, with most customers continuing to engage digitally on the myAccount pages using mobile/tablet devices.

62% of all site visits

occurred on a mobile/tablet

device in 2017, up

from 56% in 2016.

2017 vs. 2016+20% YoY

62% Mobile/Tablet

38% Desktop

2016 Site Visits 26,725,783

2017 Site Visits 32,180,319

2016-2017 % Change YoY +20%

69%myAccount

23%All Other Entergy.

com

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Lisa WilliamsSarah Sharp