Since we’ve just released the results of our 2013 utility web and IVR benchmarking study, my mind turns to the place where customer experience (CE) conversations often start—and where they also used to stop—customer satisfaction.
Is it just me, or is the evolution of CE in the utility industry picking up some serious momentum? Though I’m not new to CE work, I am new to the utility industry, having just joined E Source two months ago. For me, it’s exciting to see so many utilities expressing sincere curiosity and concern about their customers’ rational and emotional perceptions of them. A holistic and complex view of CE seems to be taking hold among utilities, a view that encompasses not only customer service and satisfaction but also the broad range of interactions that occur when a customer researches, orders, pays for, or cancels products or services. However, two foundational concepts and concerns remain at the heart of the utility CE discussion: user experience (usually connected to a utility’s website or automated phone system) and customer satisfaction (usually related to reactive customer service agents and processes).
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