Enhancing Customer Engagement & NPS
NPS | Residential |Electricity | CX
In today’s competitive landscape, where absolute monopolies no longer exist, consistently improving customer experience is essential for retention, growth, and long-term success. Like most utilities, Entergy is committed to enhancing its Net Promoter Score (NPS) through targeted programs and initiatives.
While NPS is derived from a single survey question, it offers multiple avenues for deeper insight when viewed through different lenses, one of them is the customer age. This exploration focused on analyzing NPS by age groups to uncover actionable insights and identify new opportunities to better engage residential customers, particularly younger adults.
My Role
Strategist, Researcher
Design Facilitator
Targets
Utility, Energy
Sustainability
Timeline
5 Months
Aug 2024 - Dec 2024
Org
Entergy
New Orleans, USA
Tools
Elements
Power BI, Qualtrics, Bellomy
Usertesting.com, Lucid
Peer research, Landscape mapping, Persona study, Ideation, Roadmapping
Porter's Five Forces
The Challenge
Why do we need NPS and How can we leverage it for the newer, younger adults?
The concept of Net Promoter Scores were introduced by an Harvard Business Review article in 2003 by Reichheld. It is based on a single survey question, and it has become an industry standard metric to measure different aspects of businesses.
NPS and the questions around it helps us uncover insights into the target demographics - Young adults who make the biggest customer segment for the present day. How are they different from other customers, how satisfied our customers are, what else are they seeking for, what is the company doing right, what else needs to change?
The Insights
NPS scores for a recent product or service will always be better than the company's overall score, do not celebrate yet.
Exhilarate
Lesser
Offer products/services that are relatable by most customers, in various possible ways, such programs always have higher NPS
Self-relevancy
Effect
NPS will be different with different lenses, hence identify and target the customers as cohorts for better results and satisfaction
Accurate Targeting
Strategy
The Solution
Program series to focus on young-adult customer engagement offering tailored values.
Due to internal migration in the US, younger adults (Gen Z, Alpha) are relocating to southern cities which are under Entergy's territory, this provides a opportunity to serve them by understanding their needs and perspectives
The young adult customers segment focuses on individuals aged 18-35. This segment is characterized by a tech-savvy demographic that often engages with digital platforms and values convenience and efficiency in service interactions. The challenge within this segment is the low response rate to Net Promoter Score (NPS) surveys, which are crucial to gauge customer satisfaction and loyalty. There is a need to adapt the communication strategies to meet the preferences of these digital-native generations, who are more likely to engage with brands through social media platforms and active mediums.
The Impact
Financial
Higher customer satisfaction helps reduce number of customer calls at the contact center, reducing O&M costs.
Social
Improved NPS across customers from all buckets and from each company.
Even measure of ratings from all demographies resulting in better satisfaction.
Strategic
Entergy will be able to identify factors enabling NPS growth and leverage those factors with respective weightages
Will influence business performance, leading to enhanced rate cases with the regulatory bodies and revenue growth through investors and new businesses.
Click below to understand my process
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