“It’s A Marathon, Not a Sprint” A Look Inside E.ON’s Customer Experience Programme

By: Clarabridge Team

October 16, 2015

CEM Programs
CEM Solutions
customer experience managment

Simon McDonald, International

Customer Experience Manager at E.ON SE, has spent his career developing energy retail businesses across Europe with a focus on experience differentiation.  At E.ON, Simon supports the customer experience programme across the UK and German sales businesses, as well as E.ON’s European highly regulated distribution business with over 17 million customers.

We got the chance to chat with Simon about how he’s driving customer centric transformation across one of the world’s largest power companies (E.ON operates in over 30 countries, serving over 35 million customers). Simon will also be speaking at C3 Europe in London, 28 October 2015. Here’s what he had to say:

Sentiments: What’s been the biggest stride or achievement you’ve made in your Customer Experience (CX) programme? What has helped you achieve this?

McDonald: When you have a company and an industry as broken as ours there is no single big ticket achievement. We’ve put in a lot of effort to make sure we consistently deliver excellent customer experience. In recent years we’ve put in place close-the-loop transactional NPS to help our frontline colleagues understand customer needs and deliver great service, we’ve set-up a programme where our executives regularly meet with customers to ensure we prioritise the changes that are most important to them, internal NPS is helping our support staff deliver a great experience, we’ve overhauled our executive pay structures to include customer experience as a key metric, and the list goes on.

Sentiments: What role has Journey Mapping played in building a successful CX programme?

McDonald: Experience design and journey management are two key elements of wider change programme. They have been invaluable in helping us to understand what we should fix for our customers, but also in reimagining how they want to do business with us in the future. This also provides a really clear roadmap for our organisational transformation, not just in understanding what we need to do, but more importantly, how we need to do it.

Sentiments: What kind of business impact have you seen from your CX programme?

McDonald: NPS scores have increased an average of 22pts across the organisation. We’ve reduced operational expenditure and seen higher conversion rates as well. This is fundamentally driven by creating better experiences for our customers, making it easier to be connected with us, when they want and how they want.

Sentiments: What is one piece of advice you’d give to CX professionals who are starting to build a customer experience programme?

McDonald: Enable your business to connect with customers, democratise your insight, and bring that insight to life by meeting with customers regularly.  And remember, it’s a marathon not a sprint.

Sentiments: What will attendees learn from your presentation at C3?

McDonald: The importance of bringing the voice of the customer to life in the organisation in order to enable sustained change.