Creating a Personalize, Proactive and Channel of Choice Customer Experience Marketing Executives Conference October 2013 New Orleans, LA Penni McLean-Conner, Chief Customer Officer Northeast Utilities October 2013

Our journey to redefining the customer experience  Our business case for change  Our strategy to proactively engage our customers  Our path forward

Drives a fundamental shift in the way customers want to access, monitor and manage information Transforming the customer experience requires people, process and technology Requires a Transformation of Customer Engagement from Reactive to Proactive Changing Customer Demographics Customer Demand for Data Analytics

GreatestSilentBoomerGen XGen Y We serve 5 distinct Generations 58,000,000 44,000,000 62,000,000 76,000,000 80,000,000

Digital Natives

We are seeing a shift to a multi-channel digital society

Big data has tremendous value to customers and us Energy Consumption Data SCADA/OMS Real Estate Data

Big data has to be mined to transform the experience Turning Data into Actionable Insights PERSONALIZE PROACTIVE Customer Segmentation Smart Meter Analytics Fraud & Theft Detection Customer Sentiment Analysis Customer Energy Management EE Target Marketing

We are fast-forwarding our customer engagement transformation ►Process►.►. ►People►.►.

NU Image Project is fundamentally focused on employees Untrained in customer service Lack customer service tools, collateral, support Field Employees are: Field Operations 67% Conduct over 2 million customer contacts per year Customer Group 19% Support 14%

We want customer focused employees  Be Safe I uphold the highest safety standard for myself, my coworkers and my customers, first and always  Respect Customer’s Property I value and treat my customer’s property as if it were my own  Be Proud I perform my work with professionalism, integrity and respect worthy of my trade  Do the Right Thing I am personally accountable for the quality of my work and my interactions with every customer, every time  Communicate With and Involve Customers I will keep my customers informed of what I’m doing, why and my next steps Grounded in Common Values Supported by HR Processes +

We will re-engineer our processes Proactive Create positive real-time customer engagement Follow-up on completed work

We will ground our process redesign in customer research 767 Accuracy matters… 1-10 min Impact of ETR Accuracy on Customer Satisfaction Residential Customers …as does being Proactive Utility calls customer Preferred Outage Information Channels

Our research reveals customer experience opportunities Customers are more satisfied with an outage during which they receive >6 points of information than if they never had an outage Customers who haven’t had an outage Impact of Providing Outage Information Points on Satisfaction Residential Customers

The New Blue Sky Outage Experience attempts to reach all customers impacted by outages 1 st Customer Call to Report Outage Additional customers call in and receive: Device and Location based outage information and ETR Outbound call to all remaining Customers impacted with outage info and ETR Restoration call to all Customers: Provide 6+ pieces of information “Thank you for being the first to report this outage…” Proactive - reaches all impacted customers More precise ETR Algorithm Enhanced messaging with more outage communication data points

Drives a fundamental shift in the way customers want to access, monitor and manage information The path to redefining the customer experience is clear Requires strategies on People, Process and Technology Changing Customer Demographics Customer Demand for Analytics

Our transformation journey begins NOW with people and process Personal + Proactive  Consistent  Integrated  Designed “ Knowing our customers ” “ Servicing our Customers ” React + Recover  Inconsistent  Siloed  Ad hoc Process Maturity Customer Insight