leveraging social media to strengthen customer relationships · leveraging social media to...
TRANSCRIPT
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Emily Johnson
Manager, Emerging Digital Channels
March 16, 2017
Leveraging Social Media to Strengthen Customer
Relationships
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Our Service Territory
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Moments That Matter
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Three themes account for more than 80% of why our customers contact us
My New Connection /
My MoveMy Bill My Service is Out
▪ Hear about cost changes
▪ Receive bill
▪ Experience high bill
▪ Pay bill
▪ Call about bill questions
▪ Experience an outage or
storm
▪ Customer requests service
▪ Interact with field worker
▪ Company initiated work
▪ Start service – new mover
▪ Stop service
▪ Convert to natural gas
▪ New Connection (DG, new
construction)
“I need it to be simple”“I need to feel in control” “I need assurance”
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Our Social Strategy
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Reactive Proactive
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Strategy in Action
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Social Media Conversation Suite
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▪ Listen and monitor
conversations in real-time
▪ Immediately identify service
issues and engage with
customers
▪ Track brand reputation,
customer sentiment,
influencers and industry trends
▪ Host new employee trainings,
how-to clinics and monthly KPI
reviews
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Lessons Learned
▪ Consistent communications before, during and after
▪ Promotion of self-service tools
▪ Real-time alerts and community connections
▪ Paid media support and audience targeting
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Expectations are Changing
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▪ Research shows a shift away
from calls as the primary
customer service touchpoint
▪ We need to connect customer
service efforts, provide self-
service options and be solution
driven in our approach
Nearly 40% of customers under the age of 25 use social
media to contact customer service worldwide.
Customers Expect More
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Social Tone of Voice
Before After
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Over 69% of Americans said that they are more loyal to organizations that ‘make me feel like they know me when I
contact their customer service people.’ – Gen HQ
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Evolved Channel Roles
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Connecting with Customers in New Ways
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Community Engagement
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Employee Spotlights
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#GridKid
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#TBT
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Connecting with More Customers
▪ Geo-targeted, seasonal efforts
and safety tips to drive
followers to our social channels
▪ Channels: Facebook, Twitter
and Instagram
▪ Results: Campaign ran
October through December
2016 and resulted in 22,000+
new followers
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Measures of Success
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Monthly KPI Dashboard
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Customer Response
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Advanced Data and Reporting
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▪ Channel growth
▪ Increase digital self-service options
▪ Enhanced reporting and insights
▪ New channels
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What Is Next?
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Thank You