For years, utility companies’ interactions with customers traditionally centered around negative triggers, such as outages and billing issues. But today’s customers expect high-value engagement, and Vectren wanted to deliver experiences that develop lasting relationships. This would require the company to examine its customers’ online behaviors to build a holistic, predictive, and adaptable digital strategy that integrates channel use, personalization, and a solid, flexible technology foundation. A digital roadmap would be the answer.
Vectren engaged our Fusion team to evaluate their customer journey, considering online and offline channels and customer behaviors, as well as the readiness of Vectren’s data, technology, human resources, and organizational structure for supporting omnichannel delivery.
Beginning with a journey mapping exercise, Vectren matched its customer touchpoints to tasks, and identified operational and technical processes resulting in customer dissatisfaction.
The exercise helped Vectren identify:
Process and resource bottlenecks
Interaction points that were barriers to customer engagement
Next, Fusion conducted an in-depth analysis that included: website evaluations and content; social and email marketing audits of Vectren’s key customer touchpoints, which included their corporate website, online transactions and communications, mobile app, microsites, social channels, emails, customer and organizational data, and customer service channels; as well as underlying processes and technologies.
The audits included industry trends, competitor research, and best practices recommendations. By performing audits, Vectren could identify:
How to fully integrate customer awareness channels into the digital journey
Which specific digital touchpoints and business processes needed to be re-engineered to increase customer satisfaction
Opportunities to improve brand value and engage in more effective one-to-one conversations with customers
Key initiatives to prioritize based on customer preferences and behaviors (by programs, social channel, device, etc.)
Opportunities for cross-departmental and cross-disciplinary collaboration
The final product for this phase of the work was a digital roadmap, with prioritized projects, resource needs, technology impacts, and success measures.
By developing a digital roadmap, Vectren was able to have a clear picture of what must be done to achieve a true omnichannel solution that included a digital marketing strategy and a 360-degree view of customer interactions across online and offline channels. The roadmap identified projects; skill gaps and prioritized remediation; and a communication tool to help educate various Vectren business units about the overarching value of the approach.