July 24, 2019 | Customer Engagement
For those of us who lived through the Dot Com era and the subsequent Dot Bomb era, you will remember the “Build it and they will come.” moniker. The idea was to build a web site and users would miraculous find and use the site resulting in huge profits for its owners. This model did not and still does not work; expecting customers to find and participate in programs is a flawed business model.
One of Apogee Interactive’s utility clients using our personalized outbound messaging and receiving outstanding program participation temporarily suspended customer messaging. They experienced two to three times the industry average for digital channels. This utility then converted their Customer Information Systems (CIS) including the customer billing application. During the conversion period, the utility requested that Apogee temporary suspend the outbound customer messaging. During the messaging suspension period, customer program participation dropped between 90 and 95 percent. We were not surprised that program participation dropped; however, this is a much larger decrease that anyone expected.
According to Accenture the digitally engaged customer is a valuable commodity to energy providers. Their study “Unlocking the Value of the Digital Customer” reveals that digital customers are:
These numbers are significantly higher than non-digital customers at 55%, 51%, and 48% respectively. Customer trust plays a role in a meaningful customer relationship and that trust begins with timely, relevant and personalized messaging.
JD Power advises utility goals should not just focus on improving the website but also digital transformation that includes assisted online channels as well as self-service online channels.
The 2019 J. D. Power Utility Digital Experience Study concluded:
Out of sight out of mind seems to be the rule here. If the goal of a utility is to engage customers, Apogee recommends personalize and relevant outbound communication strategy that delivers timely and useful messages when and where your customers need them. Message them and they will participate.
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