Hockey legend Wayne Gretzky once attributed his uncanny ability to read plays to, “I skate to where the puck is going to be.” That concept applies to utility chief customer officers and CX professionals; those who are tuned into consumer expectation trends understand where their “puck” is going to be.
Cogent Reports’ Utility Trusted Brand & Customer Engagement (UTBCE) study is designed to understand customer engagement from a holistic perspective encompassing brand trust, product experience and operational satisfaction, but this blog post offers a simpler framework for customer experience. First up is marketing, which allows you to tell your customers what they can expect of you as a utility. Second, and just as important, is the actual experience customers have interacting with you—and where they judge whether your marketing was truthful or just blowing smoke.
It’s going to be hard to “wow” next gen energy users. They are more socially conscious and not nearly as loyal or trusting as their parents and grandparents when it comes to products, services and brands. And more than ever before, the technology people use and the content they engage with really defines them as individuals and members of a larger social community. The platform for the future of the electricity industry is taking shape now, and it’s squarely focused on how utilities adapt, evolve and transform to meet the expectations placed on their doorstep by Millennials and even Generation Z. Is your brand ready?
This past week, I attended the 4th Annual Utility Customer Experience Management conference in Orlando. To be specific, I attended a conference at a hotel that piped pop hits from the 70s non-stop. In the three days that I was captive to Al Stewart’s “Year of the Cat” and Donna Summer’s “Let’s Dance,” I heard a lot of talk about the migration to web-based portals designed to help consumers manage their account and home energy usage. Ideally, these web-based portals will lead to behavioral changes that save the customer money.