trends from the new energy consumer: getting instant everything from energy providers
TRANSCRIPT
The New Energy Consumer: Trends Shaping the Energy EcosystemGetting Instant Everything from Energy Providers
What is INSTANT EVERYTHING?
Energy consumers value services that are fast, simple and effortless, making their lives easier.
They want to be served on their own terms—anytime, anywhere.
What consumer experience in one industry sets the bar and shapes expectations for all experiences
Consumer expectations are LIQUID
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9 65 26
6 63 31
8 64 28
8 63 29
9 67 24
7 65 28
Level of digital customer service expected from energy provider vs. other industries
Consumer electronics company
Home monitoring company
Bank
Online site
Phone, cable or internet provider
Traditional retailer
Lower % The same % Higher %
9 65 26
6 63 31
8 64 28
8 63 29
9 67 24
7 65 28
People are now continuously online, moving seamlessly among the Web, telephony, social media and messaging across multiple devices.
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2015
% interacted
2016Phone with a representative 54%
Paper mail 48%
Online portal-website 43%
Email 41%
In person in a store 32%
Online with a representative 27%
Phone using menu options 43%
In person at your home 38%
SMS-text message 28%
Mobile application 27%
Not interacted 21%
Using social media 26%
Cross-channel interactions are on the rise +7pts
+7pts
-
+2pts
+3pts
+6pts
+10pts
+9pts
+6pts
+7pts
+4pts
47%
41%
43%
39%
29%
21%
33%
29%
22%
20%
22%
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A SEAMLESS one that delivers appropriate functionality in a simple, intuitive and highly responsive manner
What types of experiences do consumers want?
6
92% 92% 88%CONSISTENT EFFORTLESS INTUITIVE
% of consumers stating these types of experiences are important when interacting with their energy providers.
The customer experience is the same whatever channel you
use
It is easy to complete transactions whatever
channel you use
It is easy to navigate from one interaction channel to another
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What is at stake for energy providers?
A SEAMLESS customer experience is foundational for energy consumers
83% of consumers said it would
negatively impact their customer satisfaction if their energy provider
was not able to provide a seamless experience
77% of consumers would be discouraged
to sign up for additional products and services if their energy
provider was not able to provide a seamless experience
SATISFACTION VALUE
+
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Even in the digital world, customer satisfaction is still heavily anchored on basic factors:
At the same time energy providers must continue to get the basics right
95%Consistently gets my bill correct
95%Provides me with reliable energy delivery
94%Provides clear and easy-to-understand pricing information
93%Provides me with efficient customer service
Simplicity wins
To address the desire for ease and effortlessness, energy providers need to rethink development approaches to focus on streamlining the entire customer experience.
The art of mastering interaction
By simplifying contact, providers can create an environment where consumers become accustomed to repeatable interactions—forming new habits.
But providers should not view simplification as a tool for making business easier for them. Rather, they need to reshape the customer interaction model to reflect the consumer’s world—not the utility’s.
Consumers’ desire for simple, low-effort services does not mean they want oversimplified solutions. They want service both ways—simple but with the thrill of discovery.
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