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Customer Experience Matters
1. *Based on practical experience from Energa Group (Polish utility)
Piotr MERKEL
How shall we design the service model to meet customer prefferences and needs*
CUSTOMER EXPERIENCE MATTERS
3. AGENDA
1. Empathy – what does it mean …
2. Success story #1 – Migrating customers to remote channels
3. Success story #2 – Empowering the mobile
4. Customer service vs customer experience
5. Takeaways: The lesson learnt
Questions & Answers
7. 7
ASSURE THE COMFORT
IMPROVE THE QUALITY OF LIFE
ca 2,5 mio residential customers
avrg bill: 30 EUR/month
cost to serve/cost to bill: 20 EUR pa
ENERGY RETAIL: MASS MARKET
8. 8
33"PLN 1"PLN"(samoobsługa)
15"PLN"(konsultant)
@"/"www CC
6"PLN
Alternative /"RemoteTraditional Channels
POS
MIGRATION:
700"000"Custommers (25%)
500"000"Contacts p.a.
Average cost of,handling
mail
50"PLN
Average cost of,handling
v to handle the increasing number of calls
v to improve First Time Right
v to reduce the cost …
v to focus on Sales (new customers)
THE GOAL # 1: MIGRATE TO REMOTE
q Process approach (Design & Measure)
q Bringing the technology in place
q Channel specialization (formating)
q “Next Generation Customer Service”
9. 9
Contracts
Connection Offering Contract Modification Termination
Bill 2 Pay
Billing Invoicing Payments Collection
Inquires & Complaints
Registration Processing Analysis / Investigation Resolusion
Readings
THE CUSTOMER SERVICE MECHANICS
Designed and
managed for
efficiency.
10. 10
the tough
gets going
When
the going
gets tough…
Contracts
Connection Offering Contract Modification Termination
Bill 2 Pay
Billing Invoicing Payments Collectiont
Inquires & Complaints
Registration Processing Analysis / Investigation Resolusion
Readings
☛ Back Office still unsufficient (errors & bottle necks)
☛ Channel formated too strictly => NO CX in place
☛ Focus on organization efficiency and cost
☛ New customers vs existing portfolio
SO WHAT WENT WRONG …
15. v Lower acquisition cost
v Lower cost to maintain
v Lower cost to serve/cost to bill
v Fewer inquires & complaints
✅ Improved loyalty
✅ Willingness to recommend
✅ Willingness to buy
✅ Willingness to share the insights
15
THE RIGHT SERVICE MODEL
19. 19
If You try to train an architect
You should focus on
vision & form
not on technology
or building materials…
… where is the DIFFERENCE ???
20. ☞ One Size Does Not Fit All => be flexible and ready for numerous options
☞ Follow the Customer => let CX drive the Design (and it will be easier ;-)
☞ Exploit the technology => change your mental and business model
☞ Keep it Simple => let it be easy, natural & „idiot proof”
☞ Focus on the existing Customers => it’s cheaper ;-)
20
THE TAKEAWAYS