Founded in 1823 as the New York Gas Light company, Con Edison today provides energy for over 10 million people who live in and visit New York City and Westchester County.
Transforming Energy Self Sufficiency in The Big Apple for 10m New Yorkers
Con Edison partner with VML to transform its digital experiences
Client
- Con Edison
VML has been an integral partner to Con Edison and our Digital Transformation teams for several years. Their guidance and support transcend the ordinary consultancy experience, making them a true strategic ally. In both prosperous times and moments of challenge, they have proven to be a steadfast collaborator. VML embraces obstacles with enthusiasm and adaptability, working alongside us to craft innovative solutions that elevate our programs and enhance the value we deliver to our customers.
Eric Mastroianni,
Digital, Department Manager, Customer Operations at Con Edison
Challenge
Faced with costly customer service related expenses and customers who were les than happy with their experience, Con Edison partnered with VML to transform its digital experiences, allowing customers to take control of their energy use in a transparent and empowering way.
Solution - Customer Centric Digital Experience
VLM listened to customer needs and updated the face of Con Edison with a more human and friendly tone, prioritizing the tasks most important to them (bill payment, bill analysis, energy usage, account management) while making content about energy savings and innovation easier to navigate.
A user-friendly interface was built to simplify the experience across desktop, mobile web, iOS and Android Apps, allowing customers to take control of their energy use in a transparent and empowering way. Making features available where people wanted them and making it easier for customers to log-in, manage their accounts and save money on energy usage too.
Income-eligible customers experiencing financial challenges were given access to digital tools to allow them more options to negotiate and enroll in payment assistance programs.
Sustainability-minded users were given access to a Smart Energy Plan.
To communicate the launch of the new ConEd.com and prepare customers to best benefit from the new experience, VML advised on an onboarding campaign encouraging customers to login and register their new accounts. The campaign used paid social, display banners, email and videos touting the benefits of the My Account experience to drive trafic to the new site.
In addition, we facilitated training for 900+ customer service representatives to help support customers in navigating the new digital experience.
HIGHLIGHTS
240% Increase in registration rate from the pilot campaign to the post pilot campaign
42% Unique email open rate
Leveraging third party APIs, VML developed tools to help customers manage their energy. Energy data visualizations were created, along with a near real-time usage scorecard, personalized insights on how to save, and a chance to compare usage with neighbors.
To help customers understand changes to their bill we integrated a bill comparison tool that gives a clear breakdown of how much they owe, providing simple but nuanced details like how the weather or the number of days in the month may have had an impact.
Leveraging Sitecore’s shared technology platform we integrated core functionalities with a variety of legacy data sources and third-party capabilities to deliver the right digital solution for Con Edison.
HIGHLIGHTS
4.8/5 STARS - iOS App Store rating up from 1.5/5 stars (Sep 2014)
4.7/5 STAR - Android APP Store rating up from 3.1/5 stars (Sep 2014)
Majority (60%) of customer transactions now completed digitally. A significant improvement since launch of the redesign experience.
Con Edison strives to provide equitable experiences to all customers. We design for disabilities including visual, hearing, cognitive and motor impairments – and are making improvements to their websites and mobile applications.
We defined an accessibility policy for the business, audited digital platforms and have started implementing features that make the experience easier to use for customers with disabilities.
Growth
Con Edison and Orange & Rockland (a subsidiary of Con Edison) has transformed it's digital experience with its Enhanced user experience, ability to self-serve, reduced call center volume, and aligned business flows The new solution is responsive, meets accessibility requirements and contributes to reducing call center volume.
Now that customers have the digital tools to help themselves customer service calls are on a steady decline. Freeing up time and money for Con Edison to concentrate on new products and innovation that builds even more trust. By turning digital into a leading channel, what started as a website redesign project became a company transformation story, now Con Edison has 10million energy conscious customers.
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