Published 11-17-11
Submitted by DEFG LLC/EcoAlign
EcoAlign, a strategic marketing agency in the energy sector, released the findings today of a consumer survey examining customer metrics utilized in the utility sector and other sectors, including customer satisfaction scores and alternative customer metrics. One thousand Americans nationwide responded to the survey conducted in September 2011. EcoAlign conducted the survey in conjunction with the Customer Care Research Consortium (CCRC).
“The survey findings reveal a strong foundation of customer satisfaction and consumer trust in the utility sector which utilities can build on,” stated Jamie Wimberly, CEO of EcoAlign. “Yet the traditional focus on customer satisfaction has produced a paradox in that the score may not reflect what is actually going on in regard to customer operations or service levels due to the fact that customer satisfaction in the utility sector is largely driven by exogenous factors such as price. Moreover, a key challenge will be to align future utility customer operations with evolving consumer needs and expectations, especially in regard to more humanistic/ emotional components of customer service and the customer relationship. Once you start digging into why people respond the way they do to customer satisfaction surveys, there is a lot of variability underneath the top line response to how satisfied they are which is worth exploring further.”
The top line findings from EcoPinion No. 13 include:
“The findings from EcoPinion No. 13 validate the need for a more nuanced view of customer satisfaction in the utility sector,” stated Jamie Wimberly. “Utility customer service will become a more important factor, especially for opportunities to improve customer satisfaction or to mitigate negative trends tied to price/ rate increases. The survey findings also point to the growing importance of non-traditional dimensions, e.g., human/ emotional, along with improvements in delivery and offering. As such, alternative customer metrics will be important as well, such as measuring the ease of doing business and trust.”
EcoAlign is making the survey report available to the public at no charge on our website: www.ecoalign.com
EcoAlign is the energy and environment marketing agency and a wholly-owned affiliate of DEFG LLC. We develop and execute marketing strategies for utilities, renewable energy providers and vendors operating in the energy and environment space. We are uniquely suited to help companies achieve their business objectives, from reaching efficiency program targets and improving customer satisfaction, to launching new products, increasing market share and repositioning for growth in the clean tech space.
The Customer Care Research Consortium (CCRC) is a blue ribbon panel comprised of North American utility executives focused on collaborative research on utility customer strategy and operations. The executive panel convenes twice a year to set a research agenda, discuss findings, and share customer-facing challenges, opportunities and best practices. The CCRC research agenda covers such issues as optimizing customer engagement capabilities enabled by smart grid, identifying and implementing best metrics to measure performance and customer satisfaction, developing capabilities to serve as the trusted energy advisor of the future, among other research initiatives. The CCRC is co-managed by DEFG LLC and Navigant Consulting.