THE CHALLENGE
The team at Southern Company Gas was challenged to migrate customer transactions to self-service while increasing customer satisfaction. Adding to the complexity were the competing needs across departments.
THE SOLUTION
The Southern Company Gas Customer Experience Team partnered across their organization to undertake experience research that would help them understand exactly what it would take to lift overall customer satisfaction as well as help the organization hear directly from their customers.
THE GOAL
The main goal for the journey work was to start with the customer and keep the customer at the center. As we mapped out the experience improvements, we leveraged our strategic frameworks to gain strong insights and help the Southern Company Gas team infuse that knowledge across their organization.
THE PROCESS
Gap Analysis
We reviewed voice of the customer and NPS (Net Promoter Score) data, and interviewed key stakeholders to understand current processes, gaps, and alignment opportunities. This provided a more holistic point-of-view.
Customer Segmentation
We talked with different segments to ensure that Southern Company Gas could study the journeys through different market and customer-type lenses. We mapped 14 journeys capturing both customer-driven and company-driven work.
Internal Skill Building
We conducted a half-day journey-building workshop with employees from numerous areas of the business. The energy in this session was contagious leading to high engagement and participants knowing their ideas were heard, captured, and included in actionable next steps.
THE RESULTS
Better Experiences and New Resources for UX
After going through the process and developing the 14 new customer journey maps, more customer journey-centered conversations are taking place across the enterprise and teams are even more driven to deliver seamless and effortless experiences. As the work begins to transform the customer experiences, more resources are being dedicated to improving these journeys.
Internal Mindset Shift
“Our main goal was to start with the customer and keep the customer at the center of all we do. It was a great experience and there were a lot of insights gained. Now in meetings, the first thought is ‘let’s ask the customer.’ We are becoming a test-and-learn focused culture with the customer needs at the forefront of our decision making.”
