Caring for Customers in a Wildfire Crisis
CX | Crisis | JourneyMap | PublicSafety
With the climate changes, the wildfire risks are becoming more prominent in the areas we operate and it is crucial to establish and transform the relevant customer experience by providing a more reliable, efficient service, aligning with evolving customer expectations and digital experiences.
Also, to enhance the operational strategy within the internal teams together with the government bodies supporting the customers.
My Role
CX Strategist,
Design Facilitator
Targets
Critical customers, especially in the wildfire risk zones
Timeline
6 Months
May 2025 - Nov 2025
Org
Entergy
New Orleans, USA
Tools
Elements
Microsoft Suite, Lucid, Salesforce, Snowflake
Customer Survey, Process mapping, Benchmarking, Ideation, Ops roadmap
The Challenge
What are the opportunities for customer experience improvement across today’s wildfire outage experience?
Currently the company's system is not consistently prepared for wildfire incidents, Some regions have mitigation plans and some dont. In order to establish a unified process to forecast, mitigate, identify, and respond, we implemented this project which begins with identifying the customer experience around such incidents.
The Insights
Almost three quarters of survey respondents were unaware their home was in a wildfire risk zone as per FEMA.
And 90% customers were not aware of our wildfire safety website!
Lack of Awareness
Although the wildfire & outages are painful events, more than half of respondents felt confident with our overall communications, restoration process
Communicational Confidence
The Solution
A series of strategies to monitor, prepare, communicate, restore outages due to wildfires
These are some of the high-level findings across different journey phases and opportunities which need further exploration.
Invest, incorporate multiple and/or reliable sources for timely decision making.
Website redesign/update with relevant information based on the survey results
Digital Enhancements – App, VOM update/align with wildfire indicators and alert banners, Max Mobile
Establish clear ownership and processes for restoration decisions
Determine, track and analyze KPIs for outage & Communications (especially Feedback mechanisms)
The Impact
Financial
Saving on Operational cost over the years
Potential savings on utility assets that could be damaged by wildfires
Social
Customers will be informed well in time and offered the right resources or directions
Strategic
A direction is set for the Incident Response team
Unified, consistent wildfire preparedness and resolutions
The Process
Click below to understand my process
Process Flow
