customer experience matters

*Based onpractical experience fromEnergaGroup (Polish utility)

PiotrMERKEL

Howshall wedesigntheservicemodeltomeet customer prefferences andneeds*

CUSTOMEREXPERIENCEMATTERS

✅ 25years ofexperience

✅ Consultant&Manager

✅ Customer - oriented

✅ Frontline toBack Office

AGENDA

1. Empathy – what does it mean …2. Success story#1– Migrating customers toremote channels3. Success story#2– Empowering themobile4. Customer servicevscustomer experience5. Takeaways:Thelesson learnt

Questions &Answers

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“I’velearnedthatpeoplewillforgetwhatyousaid,peoplewillforgetwhatyoudid,butpeoplewillneverforgethowyoumadethemfeel”

MayaAngelou

Empathy hasmanydifferentdefinitionsthatencompassabroadrange ofemotionalstates,including:

• caringforotherpeopleandhavingadesiretohelpthem;• experiencingemotionsthatmatchanotherperson'semotions;• discerningwhatanotherpersonisthinkingorfeeling;• andmakinglessdistinctthedifferencesbetween theselfandtheother.

EMPATHY

5

EMPATHYINBUSSINESS

http://www.ir.energa.pl/

6

7

ASSURE THE COMFORTIMPROVE THE QUALITY OF LIFE

ca2,5mio residentialcustomersavrg bill: 30EUR/month

cost toserve/cost tobill: 20EURpaENER

GYRETAIL:M

ASSMAR

KET

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 tohandletheincreasingnumberofcallsv toimproveFirstTimeRightv toreducethecost…v tofocusonSales(newcustomers)

THEGOAL#1:MIGRATETOREMOTE

q Processapproach(Design&Measure)q Bringingthetechnology inplaceq Channelspecialization(formating)q “NextGenerationCustomerService”

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Contracts

Connection Offering Contract Modification Termination

Bill 2 Pay

Billing Invoicing Payments Collection

Inquires & Complaints

Registration Processing Analysis / Investigation Resolusion

Readings

THECUSTOMERSERVICEMECHANICS

Designed andmanaged forefficiency.

10

thetoughgets going

Whenthegoing

gets tough…

Contracts

Connection Offering Contract Modification Termination

Bill 2 Pay

Billing Invoicing Payments Collectiont

Inquires & Complaints

Registration Processing Analysis / Investigation Resolusion

Readings

☛ Back Officestill unsufficient (errors &bottle necks)☛ Channelformated too strictly =>NOCXinplace☛ Focus onorganization efficiency andcost☛ Newcustomers vsexisting portfolio

SOWHATWENTWRONG…

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THEGOAL#2:MOVETOMOBILE

v tomeetmobilecustomersv towinsomePR(beingdigital)v toincreaseremotecommunicationv toreducethecost…

q Dedicatedmobileapplicationq Integratedwithwww(eBOK)q Availableformajorplatformsq Self-service&selfreadingoptions

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WHATWASNOTWORKING…

☛ Limited functionality (eg.nopayments)☛ Limited usability (Energaonly)☛ Limited focus (lack ofmarketing andITsupport)☛ Lackoffurther development

Cost ofservice

CUSTOMERSERVICEvsCX

Satisfaction

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“Ifthereisanyonesecretofsuccess,itliesintheabilitytogettheotherperson’s pointofviewandseethingsfromthatperson’s angleaswellasfromyourown.”

HenryFORD

Organisationalexcellence

Customers’benefits

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FOLLOWYOURCUSTOMERS

v Loweracquisition cost

v Lowercost tomaintain

v Lowercost toserve/cost tobill

v Fewer inquires &complaints

✅ Improved loyalty

✅ Willingness torecommend

✅ Willingness tobuy

✅ Willingness toshare theinsights

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THERIGHTSERVICEMODEL

PROGRESS is about

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EXPLOITTHETECHNOLOGY

making THECHANGE!!!

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asit WAS…

18

asit IS now …

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If You try totrain an architectYou should focus on

vision &formnotontechnology

or building materials…

…where is theDIFFERENCE???

☞ OneSize Does NotFitAll =>beflexible andready fornumerous options

☞ Follow theCustomer => let CXdrive theDesign (andit will beeasier ;-)☞ Exploit thetechnology =>change your mental andbusinessmodel☞ Keep it Simple=> let it beeasy,natural&„idiot proof”☞ Focus ontheexisting Customers => it’s cheaper ;-)

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THETAKEAWAYS

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…ANDDOTHETHINGS!!!

Itell myemployees thatwe're intheservice business,andit's incidental thatwefly airplanes.

HerbKelleher

SOTHEOTHERSWILLFOLLOW…

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PiotrMERKELpiotr.merkel@iqmart.pl+48504742944

http://www.linkedin.com/in/piotrmerkel

CUSTOMEREXPERIENCEMATTERSHowshall YOUdesigntheservicemodeltomeet customer prefferences andneeds?