How J.D. Power & ClickFox Improved the Utility Digital Experience

Through ClickFox’s partnership with J.D. Power, we’re putting a stop to ‘data-less’ improvement strategies. Uniting the J.D. Power expertise in research with the ClickFox connected data engine, businesses can create a top-down opportunity list established by direct customer feedback and Journey Analytics.

Insights Driven by Data

A utility was presented with survey information surrounding their desktop website. Findings proved ‘Transfer Service’ on the website was ranked lower in comparison to their peers and only 45% of customers responded that the functionality was ‘very easy to use.’

As Transfer Service is a core functionality to the utility company, the findings were of great concern. Analysis was quickly prioritized, for transfer service with a focus to determine not only exact levers to pull to improve the customer experience, but also the true magnitude of customers impacted by the poor experience.  

Diving into the web channel data, analysis showed nearly 16K customers attempted to transfer service each quarter. The channel data also proved only 42% of customers who begin this process actually complete it, yielding a very low customer success rate. The analytics on real customer experience data validated the survey findings, so analysts decided to dig more. Breaking down the 5 individual steps in the process, analysts determined that 92% of all failures occur either on the ‘landing page’ step or ‘address search’ step.

Key Failure Points

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Reviewing customer web behavior at step 1 shows 38% of customers are migrating over to the ‘start service’ flow. This indicated customer confusion around differences in start and transfer, especially seeing 21% navigate to the contact us, and 19% immediately exit the website. 

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Reviewing customer web behavior at step 2 (address search), shows customers struggling to find their new address for service. More than 18% of customers searching for their new address have an ‘address not found’ error. In addition, they spend 30 seconds more on this page trying to load more addresses in an effort to possibly see something similar. 

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Overall, 58% of customers attempting to Transfer Service fail. Within 7 days of web failure, 8% of customers who fail to complete this step call into the contact center (an increase of 4X over baseline); 22% attempt web process again.

Evaluating the Transfer Service Process

Armed with these findings, the utility is re-evaluating the information on the landing page to denote the differences between ‘transfer’ and ‘start,’ updating the address search database, and exploring adding chat links to the first 2 steps to reduce the strain on contact centers after failure.

Tracking After Implementation

Once implemented, tracking solutions exist to keep tabs on this experience automatically and alert when KPIs violate user-set thresholds. The utility is now open to pursue other findings identified in the customer research and implement a continuous improvement model with a data-first approach.

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Written by Will Holloway

Will Holloway is a Managing Director within the Business Solutions division of ClickFox. Will joined ClickFox more than six years ago with previous experience in consulting. In his current role at ClickFox, Will leads consultant teams to deliver analytical insight across a variety of enterprise channels and industries including wireless, utility, and banking resulting in reduced operational cost and improved customer experience. Looking to the future of journey science, he is applying his expertise in customer behaviors and journey mapping into non-traditional journey management.

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