Boosting your CSAT scores with bettercommunications
Driving Customer Satisfaction with More Effective Communications
Customer satisfaction continues to be among the hottest of “hot button” issues facing utilities today. Utility communicators have a significant role to play in stabilizing or improving customer satisfaction. Communications accounts for 15 to 21 percent of residential utility customer satisfaction, according to the J.D. Power and Associates models.
In the most recent J.D. Power survey of residential electric utility customers,“communications” was the second lowest-scoring area overall among the six components of satisfaction. In general, residential customers will respond favorably toutility communications that are memorable, frequent, and relevant to them. The survey also showed that generally, the more communications customers remember receiving from their utility, the more satisfied they are with that utility.
Residential electric customers report seeing, hearing, or reading an average of 5.8 communications per year from their utility, but customers for some top-performing utilities report getting an average of over 8 communications in the last year—more than 33 percent higher than the industry average. Customers who reported that the last utility communication they recalled was about energy-saving tips or energy-efficiency programs gave significantly higher overall satisfaction scores compared to customers who last recalled receiving communications on other topics.
In this roundtable discussion, we explore how utility communicators could improve their company’s communications and customer satisfaction performance by making sure that their communications are customer-centric and memorable—and by increasing the frequency and overall volume of communications. We strongly advise utilities to use primary market research to test messages and their sequencing. Customers are more likely to reject messages that aren’t on topics they care about. Market research can help utilities better understand their customers’ likes and dislikes, and utilities can use this knowledge to shape and sequence messages so that customers are more likely to understand and accept utility communications.
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