Creating a Customer Centric Culture. Elisabeth S. Brinton, Chief Customer Officer SMUD. Powering forward. Together. 9 Keys for Success. Core principles of a good customer experience program. Customer Experience ownership resides at the executive level
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Creating a Customer Centric Culture Elisabeth S. Brinton, Chief Customer Officer SMUD Powering forward. Together.
Core principles of a good customer experience program • Customer Experience ownership resides at the executive level • Technology sits at the heart of experience delivery • Empathy is at the core of employee training • Constant improvement is achieved through collaboration • Satisfied workers lead to satisfied customers • Cross-channel experiences are seamless • Experiences are simple • Experiences empower customers • Customers are treated like people, not numbers
1. Customer experience ownership resides at the executive level • Responsible for the retail side of the electric business, including: • Retail strategy • Customer operations and services • Programs (energy efficiency, renewables and advanced energy solutions) • Brand, marketing, communications, and community relations • Economic development • Advancing SMUD’s reputation and partnerships • Web
4. Constant improvement is achieved through collaboration Customer experience cross-enterprise steering committee
5. Satisfied workers lead to satisfied customers Computer World #24 Best Places to Work, 2012 Sacramento Magazine, Great Places to Work, 2007 • Employee satisfaction survey • Employee recognition program • Employee development • Onsite daycare • Fitness Center • Carpool • Performance incentives • Tuition Reimbursement • Flexible Schedules • Volunteer opportunities JD Power and Associates Top ten in United States for large utilities for the past five years # 1 California for past decade =
6. Cross-channel experiences must be seamless Digital Experiences Social Media Online & Offline Messaging
7. Experiences should empower customers “Your Customer Service Rep was very helpful and a pleasure to speak with. SMUD’s website, e-mail, internet and IVR are helpful and easy to use. I really like SMUD!” - Residential Customer “Regarding the Designing with Light workshop - this class was excellent. I learned and I enjoyed it. Thank you.” - Residential Customer “Thanks to your Customer Service Rep for his patience and excellent customer service. I called about SMUD’s financing and rebate programs with HVAC and windows, and truly appreciated his willingness to assist me and provide support.” - Residential Customer
8. Customers should be treated like people, not numbers “Thank you for the excellent customer service provided last week. I didn’t ask for anything, but your Customer Service Rep must have heard something in my voice that said I needed help. He was able to work out a payment arrangement with me, provide a Med Rate form, and provide agency numbers for financial assistance. There are not many people like him and that I will never forget his kindness. I am a cancer patient and am grateful to have spoken with him because he’s the best and someone who really cares.” - Residential customer Need to give a shout-out to one of your staff. He just knocked on my door to give me $20 he found in my driveway next to my car door. His team is in the neighborhood today checking lines. I asked him why he didn’t just keep it for himself, and he said, “Karma, ma’am.” I hope someone who knows him can tell him how very much his act of kindness meant to me today. I will absolutely “pay it forward.” - Facebook Post
Questions? Elisabeth S. Brinton, Chief Customer Officer Elisabeth.Brinton@smud.org Powering forward. Together.