Summary
In the consumer energy industry, delivering excellent digital experiences is essential. Customers expect clear explanations of their energy usage through charts and trend analysis, along with transparency, rebates, and offers to save money while reducing their energy footprint. However, organizations struggle to explain complex energy usage consistently across channels and devices. Personalizing each touchpoint is crucial for adding value and building brand trust.
The Mission: Aligning Communication
To realize value for energy providers, I focused on aligning communication between business objectives and delivery teams. With my design expertise, I advocated for the customer experience. Organizations had vast data, but integrating this with efficient processes was challenging. Traditional marketing practices dominated, making the transition to digital personalization complex.
The Strategy: Digital Platform Onboarding
My role was to onboard the client to a digital platform to set up a personalization engine. Using their customer knowledge, I aimed to enhance personalization in digital channels. Clarity about energy sources and costs was vital to reduce customer inquiries.
The Turning Point: Rebranding for Clarity
A client needed a major rebranding project to improve communication about energy billing and contacts. This rebrand clarified billing, educated customers on saving money, and improved their energy footprint. Coordinating with three vendors and a client steering committee, I planned and prepared the rebrand design system, fostering design terminology education and alignment.
The Execution: Enhancing the Digital Experience
Educating Stakeholders: Created presentations on digital personalization for marketing stakeholders.
- Driving Personalization: Leveraged marketing personas for digital segmentation and profiles.
- Enhancing Journeys: Developed customer journeys for better web experiences.
- Leading Development: Led agile development for personalized offerings.
- Cultivating Learning: Promoted shared learning through usability and A/B testing.
- Owning Design: Managed the design process for agile development.
- Planning Roadmap: Collaborated on the rebrand roadmap for web and mobile apps.
- Aligning Teams: Unified business and development teams on design terminology for better customer experiences.
The Outcome: Improved Customer Experience
The rebrand and digital transformation led to a clearer, more personalized customer experience. Customers better understood their energy sources, usage, and costs, reducing call center inquiries. The successful implementation of a personalized digital experience enhanced customer satisfaction and reinforced the brand’s trust and value in the consumer energy market.