ELECTRIC ENERGY | Spring 2020 - 14

As our market faces an uncertain future with continued disruptive
technologies and business trends impacting the industry, focusing
on the customer experience is a safe and effective strategy.

DEVELOP A COMPELLING, OMNI-CHANNEL CUSTOMER
COMMUNICATIONS STRATEGY
In a highly regulated industry such as energy and utilities, fundamental
transformation and business model innovations may take years to complete.
However, quick wins can be found by focusing on CX.
The experiences of customers include all the interactions an organization
has with its customers, so electric energy providers looking to rethink their
strategy should start by analyzing those customer touchpoints. Touchpoints
include bills and usage statements, email and SMS messages, mobile and
web content and materials for enrollment in utility programs. Identifying
problematic experiences with customer touchpoints and addressing them
with new digital technology can improve customer interactions that will
ultimately build outstanding customer relationships while often reducing
costs at the same time.
Today's consumers want an easy experience from their utility providers,
yet much of a utility's customer communications infrastructure needs to
be re-thought and reshaped, keeping an 'omni-channel' strategy in mind.
Legacy software systems will likely still play a role, but printed communications must be redesigned to better align with digital communications.

TIME FOR A CHECK-UP ON YOUR
CUSTOMER-CENTRIC TECHNOLOGY
As more attention is put on CX, electric energy providers will need to
review their available technology and processes to determine if they are
ready for the digital future. Moving to modern CX technology will be critical,
including technology that is optimized for working in a highly-regulated
environment.
Selecting flexible, future-proof technology allows you to easily upgrade components without having to replace or redesign entire systems. Most established
utilities have a complex infrastructure of mission-critical IT technology. This
challenge is often compounded by homegrown systems that have increased
risk of failure every year. Utilities should consider CX technology that will allow
for the creation of more robust, dynamic and business-driven customer communications without incurring huge costs to rip out existing systems. Modern
solutions should integrate with existing technology infrastructure and offer
flexible implementation options, including on-premise, hybrid and cloud.
Today's modern CX platforms allow for the creation and delivery of
personalized, compliant communications across all channels, whether print
or email, web or mobile, all from a centralized hub. They facilitate collaboration, integration and connections that are not possible with disconnected
project or channel-based approaches.
Modern CX solutions can also reduce the strain on IT departments
by empowering business users to make content changes to customer
14  ELECTRIC ENERGY | SPRING 2020

communications quickly and easily. Non-technical business users can be
given access to predefined content blocks through a web browser for the
building of customer communications. Administrators can specify which
templates may be accessed by whom and what changes may be made to
ensure brand consistency and compliance. Synchronized omni-channel
preview enables multiple utility departments to review the output in every
format (mobile, tablet, web, etc.) for fast approval.
Increased collaboration on communications results in reduced compliance risk and better operational efficiency. A modern CX platform allows
for easy sharing, routing, approval and tracking of documents and changes
with a full audit trail. Changes to a communication can be made in one
location and applied everywhere instead of having multiple business users
making the same changes across different systems.

KNOW WHERE AND WHEN TO SEND
COMMUNICATIONS TO CUSTOMERS
Lastly, energy providers can deploy modern CX technology in a more
effective manner by utilizing customer journey mapping (CJM), a practice
of understanding how customers interact with the organization over a
period of time for the completion of specific tasks.
With CJM, energy providers can understand the touchpoints, see what
experiences are shaky or broken, and then bring together business users,
IT and design teams to prioritize what occurrences need fixing.
As our market faces an uncertain future with continued disruptive
technologies and business trends impacting the industry, focusing on the
customer experience is a safe and effective strategy. Rethinking your customer communication strategy, modernizing your CX technology (without
needing to change your billing/CRM systems), and utilizing best practices
like journey mapping are important first steps. Creating and delivering
better customer touchpoints, such as personalized, data-driven, omnichannel communications, can be one of the fastest and most effective
ways of improving the customer experience. 

ABOUT THE AUTHOR
A U.S. Department of Energy (DOE) National Awards Program recipient
and a worldwide thought leader on utility customer service transformation, John Hoggard is Quadient's Global Utilities Principal based in
Boston. Hoggard has more than 25 years of experience in the utility and
public sector industries, with a focus on providing digital transformation
management advisory services that optimize operations and enhance the
customer experience. He has helped over 100 utilities globally evaluate
and modernize their CX strategies and can be reached at j.hoggard@
quadient.com. Visit Quadient at www.quadient.com.


http://www.quadient.com

ELECTRIC ENERGY | Spring 2020

Table of Contents for the Digital Edition of ELECTRIC ENERGY | Spring 2020

Letter from the 2019-2020 RMEL President
Letter from the Executive Director
RMEL Board of Directors
The Future of Customer Experience in the Energy Industry
Customer Experience and Target Segmentation for Utility Solutions
Data as a Tool for Utility Customers
Intelligence at the Edge: Addressing the New Challenges and New Opportunities of the Modern Grid
Tucson Electric Power Increases Customer Convenience with Personalized Tools
RMEL’s 117th Fall Executive Leadership and Management Convention is Heading to Denver
2020 Calendar of Events
Member Listings
Foundation Board of Directors List
Advertisers’ Index
ELECTRIC ENERGY | Spring 2020 - Intro
ELECTRIC ENERGY | Spring 2020 - bellyband1
ELECTRIC ENERGY | Spring 2020 - bellyband2
ELECTRIC ENERGY | Spring 2020 - cover1
ELECTRIC ENERGY | Spring 2020 - cover2
ELECTRIC ENERGY | Spring 2020 - 3
ELECTRIC ENERGY | Spring 2020 - 4
ELECTRIC ENERGY | Spring 2020 - 5
ELECTRIC ENERGY | Spring 2020 - Letter from the 2019-2020 RMEL President
ELECTRIC ENERGY | Spring 2020 - 7
ELECTRIC ENERGY | Spring 2020 - Letter from the Executive Director
ELECTRIC ENERGY | Spring 2020 - 9
ELECTRIC ENERGY | Spring 2020 - RMEL Board of Directors
ELECTRIC ENERGY | Spring 2020 - 11
ELECTRIC ENERGY | Spring 2020 - The Future of Customer Experience in the Energy Industry
ELECTRIC ENERGY | Spring 2020 - 13
ELECTRIC ENERGY | Spring 2020 - 14
ELECTRIC ENERGY | Spring 2020 - 15
ELECTRIC ENERGY | Spring 2020 - Customer Experience and Target Segmentation for Utility Solutions
ELECTRIC ENERGY | Spring 2020 - 17
ELECTRIC ENERGY | Spring 2020 - 18
ELECTRIC ENERGY | Spring 2020 - 19
ELECTRIC ENERGY | Spring 2020 - Data as a Tool for Utility Customers
ELECTRIC ENERGY | Spring 2020 - 21
ELECTRIC ENERGY | Spring 2020 - 22
ELECTRIC ENERGY | Spring 2020 - 23
ELECTRIC ENERGY | Spring 2020 - Intelligence at the Edge: Addressing the New Challenges and New Opportunities of the Modern Grid
ELECTRIC ENERGY | Spring 2020 - 25
ELECTRIC ENERGY | Spring 2020 - 26
ELECTRIC ENERGY | Spring 2020 - 27
ELECTRIC ENERGY | Spring 2020 - Tucson Electric Power Increases Customer Convenience with Personalized Tools
ELECTRIC ENERGY | Spring 2020 - 29
ELECTRIC ENERGY | Spring 2020 - 30
ELECTRIC ENERGY | Spring 2020 - 31
ELECTRIC ENERGY | Spring 2020 - RMEL’s 117th Fall Executive Leadership and Management Convention is Heading to Denver
ELECTRIC ENERGY | Spring 2020 - 33
ELECTRIC ENERGY | Spring 2020 - 34
ELECTRIC ENERGY | Spring 2020 - 2020 Calendar of Events
ELECTRIC ENERGY | Spring 2020 - Member Listings
ELECTRIC ENERGY | Spring 2020 - 37
ELECTRIC ENERGY | Spring 2020 - Advertisers’ Index
ELECTRIC ENERGY | Spring 2020 - cover3
ELECTRIC ENERGY | Spring 2020 - cover4
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