www.esource.com || © 2014 E Source 2
Presentation Outline
•
Omni-Channel Basics
•
Vectren’s Omni Channel Strategy
•
Omni-Channel Big Data

© 2014 optimalCX 3 solutions, LLC
Deliver a unified
customer experience!
Omni-Channel Basics
E Source Forum
Tuesday, Sept 30, 2014 – 1:30-3:00 PM
Hyatt Regency, Denver CO

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

Hierarchy of Customer Experience Needs
Empowered
Engaged
Active
MARKETING
ENGAGE- MENT
SELF-
SERVICE
BASICS
•
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

Presented by Andy Higgins
Vectren Corporation

8
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

9
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

10
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.

13
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.

14
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!

15
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

16

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.

17

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)

18
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.

19
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.

20
Vectren’s Omni Channel Goals

22
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!

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

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

Stand If you can answer Yes…
WEB
•
We have Google Analytics…
•
We have Conversion Funnels…
IVR
•
We have call analytics…
•
We have speech analytics…

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…

•
We have a Single View of the Customer
•
We use the SVOC in “coordinated and strategic ways”

TRADITIONAL / LEGACY VIEWS

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

Traditional Silos of Data
WEB
IVR
CSR
OMS
MDM
+ New Silos: Social Media, etc.

THE ASPIRATION…

Think by Need or Problem
Chief Customer Officer
•
•
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

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

SUMMARY

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).

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

Channel Surfing: Optimize Your Omnichannel Experience

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