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  • November 25, 2020

Power in Customer Service: Exelon’s Secrets to Digital Service Success

Steve Earl
Vice President of Product Marketing for Oracle CX

In a recent virtual summit, Oracle founder, Chairman, and Chief Technology Officer, Larry Ellison outlined his vision for the “Future of CX.” This would see front-office data and applications seamlessly unified with those in the back-office to enable a single view of the customer and deliver an experience that’s truly personalized and differentiated. 

And on the heels of this, Exelon’s Mike Menendez, IT Vice President, Customer Technology, and CIO of BGE, an Exelon Company, shared exactly how that vision manifests across his business in the webinar, “Power in Customer Service: Exelon Transforms, Innovates, and Personalizes Customer Experience Across Digital Channels With Oracle.” 

In the webinar, Menendez detailed how Exelon, a Fortune 100 energy company, built and deployed an aggressive back-office technology and digital investment plan to transform their customer experience to keep up with digital dragon companies that embrace disruption in order to dominate markets. With over 10 million customers and 800 employees delivering over $250 million of customer service technology annually, Exelon knew only too well the unique challenges that 2020 brought and how it demanded a commitment to their ongoing transformation plan. 

Customer expectations are on the rise

During the webinar, Menendez outlined how Exelon adopted a customer-centric mindset as customer expectations overall have shifted. He explained their focus on finding the appropriate balance between core journey improvements and transforming their business, which requires as much of a cultural and talent transformation as a technology transformation. 

Customer service is a core component to the success of Exelon’s business and across its utility companies. To deliver the highest levels of service, Exelon has been on a journey to transform the service experience for its customers. In the webinar, Menendez detailed how Exelon prioritizes its investment in human-centered design and understanding the customer journey. They focus on the employee and, specifically, the agent, experience, examining their journey and pain points, with the aim of removing friction. And by incorporating agents into the experience, Exelon facilitated change management and gave agents a sense of ownership. 

Reflecting further on the human-centered design, Menendez emphasized the importance Exelon places on recognizing customer signals to empower agents to demonstrate authenticity, empathy, and contextual awareness. This pushed the need to increase their focus on less traditional business metrics and more on KPIs like first call resolution, self-service adoption, and voice of customer feedback that they can incorporate into their design thinking. However, Exelon also strives to balance automation with the human touch as they’ve built out their technology platform. For them, it’s about freeing up capacity, which can then be reinvested into improving the customer experience instead of cost-savings. 

Personalized experiences require a single view of the customer

But enabling this transformation has been a multi-year journey for Exelon. Echoing Larry Ellison’s key points from the virtual summit, Menendez, as an Oracle-first customer, spoke about Exelon’s focus on executing a holistic back-office technology and digital investment plan to transform their front-office customer experience. This transformation included a number of core Oracle back-office technologies to support their Metering and Billing operations, as well as an aggressive digital transformation of their front-office. For them, Oracle Customer Experience (CX) offered a comprehensive solution that went far beyond CRM in order to meet their current and long-term needs. As a result, their agents now have a single, 360-degree view of the customer to deliver personalized customer service interactions. 

Evolution and transformation reap benefits

Focus and intentions are only as good as the results they can deliver, though. The team saw demonstrable improvements to KPIs, including an increase of over 30% in online completion rates for the “Sign Up and Move” feature. In turn, that produced a 10%+ reduction in customer calls and 20%+ reduction in back-office work, and also improved operational efficiencies. They’ve made significant changes to their “Pay My Bill” capability as well, which led to increased online payment completions by more than 10%. 

Most recently, Exelon delivered on a $100 million+ customer system implementation amid the pandemic. According to Menendez, this happened in large part from deepened employee engagement through the use of collaboration tools to facilitate virtual workshops, and extensive use of Microsoft Teams to simulate a “Floor Walker” model, a traditional approach to deploying new technology.

To learn more about Exelon’s digital transformation, watch the replay now

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