Creating Customer-Centric Products, Services, and Experiences and a Framework for Cultural Change
Utilities are expressing a desire to become more innovative, yet they often lack the tools and processes to make such a large cultural change. Design thinking can provide the initial structure and framework for creating a customer-centric utility.
Developing the Customer Portfolio of the Future
E Design 2020 is a three-year, collaborative project designed to help utilities rethink, revitalize, and reimagine the portfolio of products, services, and customer experiences offered to the new energy consumer. Using best practices from outside industries, E Design 2020 will help utilities embrace a truly customer-centric approach to creating solutions.
E Design 2020 will focus on:
- Creating new ways to add value and generate revenue
- Establishing new experiences in customer engagement, demand-side management program participation, or smart meter portal applications
- Creating effective, attractive solar and distributed energy resource (DER) offerings for all customers
- Designing new services for connected homes and businesses
- Meeting the evolving needs of low-income customers
Year 1. Research and Design Thinking
In the first year, E Design 2020 will focus on gaining deep knowledge of latent customer needs, analyzing the market, demonstrating how to apply design-thinking approaches, and developing a wide variety of new product, service, and customer experience concepts.
Year 2. Product Testing, Prototyping, Piloting
The second year, we’ll move into iterative product development and refinement with the goal of identifying strategic partnerships with technology or software companies, improving the highest-potential products through fast prototyping, and piloting those products. Participants will collaborate with the E Source design team as well as peers at other utilities who are working on similar projects.
Year 3. Customer Portfolio of the Future
Your hard work culminates in the ultimate portfolio for future customers. By using advanced segmentation and persona approaches, you’ll provide value and choice for all customers regardless of whether they want basic service or elements that are bundled for convenience, lowest cost, greatest value, advanced technologies, or the environment. Each participating utility will choose the portfolio of products and services that best fit their market, improve the customer experience, and maintain or boost revenues and profitability.