Elisabeth S. Brinton, Chief Customer Officer SMUD

1. Creating a Customer Centric Culture Elisabeth S. Brinton, Chief Customer Officer SMUD Powering forward. Together.

2. 9 Keys for Success

3. Core principles of a good customer experience program • Customer Experience ownership resides at the executive level • Technology sits at the heart of experience delivery • Empathy is at the core of employee training • Constant improvement is achieved through collaboration • Satisfied workers lead to satisfied customers • Cross-channel experiences are seamless • Experiences are simple • Experiences empower customers • Customers are treated like people, not numbers

4. 1. Customer experience ownership resides at the executive level • Responsible for the retail side of the electric business, including: • Retail strategy • Customer operations and services • Programs (energy efficiency, renewables and advanced energy solutions) • Brand, marketing, communications, and community relations • Economic development • Advancing SMUD’s reputation and partnerships • Web

5. Critical responsibilities

6. 2. Technology sits at the heart of experience delivery

7. 3. Empathy is at the core of employee training

8. 4. Constant improvement is achieved through collaboration Customer experience cross-enterprise steering committee

9. 5. Satisfied workers lead to satisfied customers Computer World #24 Best Places to Work, 2012 Sacramento Magazine, Great Places to Work, 2007 • Employee satisfaction survey • Employee recognition program • Employee development • Onsite daycare • Fitness Center • Carpool • Performance incentives • Tuition Reimbursement • Flexible Schedules • Volunteer opportunities JD Power and Associates Top ten in United States for large utilities for the past five years # 1 California for past decade =

10. 6. Cross-channel experiences must be seamless Digital Experiences Social Media Online & Offline Messaging

11. 7. Experiences should empower customers “Your Customer Service Rep was very helpful and a pleasure to speak with.  SMUD’s website, e-mail, internet and IVR are helpful and easy to use.  I really like SMUD!” - Residential Customer “Regarding the Designing with Light workshop - this class was excellent. I learned and I enjoyed it. Thank you.” - Residential Customer “Thanks to your Customer Service Rep for his patience and excellent customer service.  I called about SMUD’s financing and rebate programs with HVAC and windows, and truly appreciated his willingness to assist me and provide support.” - Residential Customer

12. 8. Customers should be treated like people, not numbers “Thank you for the excellent customer service provided last week.  I didn’t ask for anything, but your Customer Service Rep must have heard something in my voice that said I needed help.  He was able to work out a payment arrangement with me, provide a Med Rate form, and provide agency numbers for financial assistance.  There are not many people like him and that I will never forget his kindness.  I am a cancer patient and am grateful to have spoken with him because he’s the best and someone who really cares.” - Residential customer Need to give a shout-out to one of your staff. He just knocked on my door to give me $20 he found in my driveway next to my car door. His team is in the neighborhood today checking lines. I asked him why he didn’t just keep it for himself, and he said, “Karma, ma’am.” I hope someone who knows him can tell him how very much his act of kindness meant to me today. I will absolutely “pay it forward.” - Facebook Post

13. 9. Experiences should be focused, simple and intuitive

14. Customer Experience Evolution: where do we go from here?

15. Next steps

16. Questions? Elisabeth S. Brinton, Chief Customer Officer Elisabeth.Brinton@smud.org Powering forward. Together.