I recently sat down Don Hodson, head of customer experience (CX) at Georgia Power (GPC), to discuss how GPC is maximizing the effectiveness of its CX program. For energy brands that are working hard to create a positive, seamless experience for its customers, Don’s insight might just spark an idea that can be applied to your company’s strategy. Enjoy!
Can you explain GPC’s customer experience goals and the specific issues you’re trying to solve with research insight?
Don: Georgia Power has a strong reputation with our customers already so there is little value focusing on improving a customer sat score from 8.5 to 8.6. Rather, we look at all the interactions customers have with GPC—the channels they use, the issues they have—to identify where there are barriers to resolution or where we force them to make extra effort. Then we focus on how to mitigate those issues to reduce customer effort. Not only does this improve customer sat but, in many cases, it also identifies opportunities to decrease operational costs.
Customers Will Advocate for, but Not Recommend, Utilities
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As utilities continue to evaluate customer measurement scores, the most debated one I hear is regarding Net Promoter ScoresSM (NPS®). Promoters of the theory say that if a customer states he or she would recommend a company, then that company would benefit from a loyal customer base and third-party recommendations. For a retail company where customers can select a vendor, this makes perfect sense. Detractors of the measurement doubt NPS’s applicability to a monopoly where there is no choice but to use a utility for service. It is like recommending someone should use electricity.
How Accurate Is NPS in Predicting Actual Promoting Activity of a Utility?
The Utility Trusted Brand & Customer Engagement™: Residential study surveys 130 utilities and asks the NPS recommendation question. From that data you can calculate NPS in the normal manner (% of 9–10 ratings minus % of 0–6 ratings x 100). However, the following graph shows how NPS performance in no way predicts customers making positive comments about the utility. Continue reading →