CX Strategy & Design presentation
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The document outlines a customer experience strategy for a cooperative focused on distributed energy resources (DER) aimed at achieving sustainability and energy independence. It highlights the challenges faced by members, particularly the need for accurate and independent information amidst corporate greenwashing, and proposes goals and metrics to enhance user engagement, trust, and collaboration. The strategy aims to provide a trustworthy platform for users to share and access information while fostering a supportive community environment.
CX Strategy & Design presentation
- 1. The Final Project Completed Customer Experience Strategy Presentation
- 2. 2 — Outline ● Who are we? ● An insight from customer interviews ● Her as-is experiences ● Our collective CX Vision and Strategy ● Our proposed CX Design ● How will we measure and improve members’ experiences? ● What is next?
- 3. 3 — Who are we? We are a cooperative whose members share a common interest in distributed energy resources (DER) generation and storage in order to achieve sustainability and energy independence from the national grid. We come from diverse backgrounds to meet regularly at a local community centre and/or online to participate in inclusive and equitable workshops to problem solve sharing energy among members of the community. In the longer term, we encourage members to be self-sufficient in installing and operating solar panels and batteries ourselves, instead of relying on external vendors
- 4. 4 — An insight from customer interviews Mary’s need for accurate, trusted, and independent technical information about DER technology is growing alongside the worrying corporate trend of “greenwashing”. However, she is unable to access accurate and easy-to-understand technical information on DER technology without being exposed to heavy marketing and commercial influence. She is forced to verify her information on DER products using a self-curated, cross-checking approach to technical information that utilises a plurality of sources and platforms - many of whom may also be subject to commercial influence. Mary needs help to provide up-to-date technical information on the available DER products in the Australian market to allow her to make informed consumer decisions outside the excessive marketing and commercial influence of the corporations behind them.
- 5. 5 — Her as-is experiences (I) Find a photo that represents your customer: Demographics: Name: Mary Age: 30 Location: Clayton, VIC Biography: Multicultural, bilingual background and embraced principles of sustainability from a young age. Immigrated with her family to Australia. Goals and aspirations: Technical information that enables her to make her own independent assessment of DER technology, so that she may undertake purchasing decisions with confidence. Gains: Access to specific, easy-to-understand and practical technical information on DER technology without undue commercial influence. Pains: Extensive time and energy is spent filtering through excess information and “greenwashing” corporate campaigns. Additional information: She is independent at heart and has an inherent distrust of big corporate “greenwashing” influence. She conducts her life according to regenerative and distributive sustainability principles. She intuitively embraces the Doughnut framework’s holistic approach to sustainable development. Mary’s persona
- 6. 6 — Her as-is experiences (II) Episode Engagement & acquisition Installation Operation & maintenance Retention Narrative Embark on a journey of discovery and assessment about offers, pricing and identify suitable provider to transact Understand product & service enough to provide requirements to installer and collaboratively create an installation plan Maintain regular communication with provider for both hardware and firmware maintenance Maintain ongoing communication while using the device via online portal or smart phone app Channel s Online & offline Online & offline Online & offline Online & offline Pains Confusing service offers and options Long drawn process Error-prone engagement Complex optimisation algorithm Gains Trusted online platform & community forums Timely and effective response Up to date online resources Prompt support
- 7. 7 — Our collective CX Strategy Goals Title Description Measure Time Goal 3 Clarity & Context Provide users with clear, concise and up-to-date technical information within its appropriate energy-type context (ie. hydro, biomass, biogas, solar power, wind power, geothermal power, etc). Number of page views, Google reviews, seeking client feedback at key points of their DER journey while they use our platform. Phase 1. Goal 4 Collaborative & Rewarding Create a collaborative and discursive environment where the members are rewarded for contributing product & service feedback. Product review and service feedback can be used whilst simultaneously competing for points awarded by members. The number of comments and reviews The number of users in the leader’s board Users comments and reviews about products and services information presented to them, at the same time competing to be leader in a scoreboard Phase 2. Goal 1: Unbiased & Independent Goal 2: Accessible Language
- 8. 8 — Our collective CX Vision Information for Action towards a Doughnut-Inspired planet The single source of independent, trusted and actionable DER information to help facilitate the emergence of a sweet spot between concentric rings of social foundation and ecological ceiling where humanity thrives. Information sources are transparently cited. At the minimum, the following criteria are applied to vendor-related information: ● Are they reputable? ● Are they using quality materials? ● Is their workmanship up to standard? ● What after-sales service do they provide?
- 9. 9 — Our proposed CX Design - prototype
- 10. 10 — Our proposed CX Design - aspirational experience map Episode Engagement & acquisition Installation Operation & maintenance Retention Narrative Embark on a journey of discovery and assessment about offers, pricing and identify suitable provider to transact Understand product & service enough to provide requirements to installer and collaboratively create an installation plan Maintain regular communication with provider for both hardware and firmware maintenance Maintain ongoing communication while using the device via online portal or smart phone app Channel s Online & offline Online & offline Online & offline Online & offline Pains Relieved Confusing service offers and options Long drawn process Error-prone engagement Complex optimisation algorithm Gains Realised Trusted online platform & community forums Timely and effective response Up to date online resources Prompt support => actionable information from fellow community members 😃 and meaningful rapport building with fellow community members 😍
- 11. 11 — How will we measure and improve members’ experiences? We define ● Conversation: A collective sense-making session attended by participants online/offline ● Participants: Those who participated in conversations by voting and submitting statements ● Comments: They are submitted by participants to be voted by others Quantitative Metrics ● No of Conversations per period ● No of Participants per conversation ● No of Votes cast per participant per conversation ● No of Comments submitted per participant per conversation Qualitative Metrics ● Capture similarity and differences between participants by votes ● Capture similarity and differences between comments by votes ● Capture comments that are passed to indicate uncertainty We wish to see diverging comments gradually converging into consensus comments
- 12. 12 — What is next? As we learn more about the ● similarity and differences between comments and votes made, and therefore ● the concerns/needs and expertise/role of participants in this rich energy ecosystem, the system/platform can begin to ● leverage machine intelligence to ● enhance the individual capabilities of participants to ● perform tasks and their experience using the system/platform. This can be achieved in many ways such as ● better matching of community members with more specific needs to others who have had success overcoming them before ● by analysing patterns in comments and votes made by participants