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Elisabeth S. Brinton, Chief Customer Officer SMUD

Creating a Customer Centric Culture. Elisabeth S. Brinton, Chief Customer Officer SMUD. Powering forward. Together. Topics to cover. What is a customer centric culture? Why should you care? Our approach Key learnings, successes and challenges

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Elisabeth S. Brinton, Chief Customer Officer SMUD

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  1. Creating a Customer Centric Culture Elisabeth S. Brinton, Chief Customer Officer SMUD Powering forward. Together.

  2. Topics to cover What is a customer centric culture? Why should you care? Our approach Key learnings, successes and challenges Customer experience evolution: where do we go from here?

  3. About SMUD

  4. About SMUD Not-for-profit public utility Founded in 1946 Nation’s 6th largest community owned electric utility Operates under the authority of the California Constitution and the Municipal Utilities District Act

  5. SMUD Snapshot

  6. Geography and SMUD Service Territory SMUD Service Territory Sacramento, CA

  7. Diverse customer base • Sacramento was cited by Time magazineas America's most ethnically and racially integrated city in 2002. • Regional demographics • African American: 10% • Hispanic: 20% • Asian: 13% • Caucasian: 52% • Other: 5% • County population • 1.45 million

  8. Mix of customers served

  9. Why are We Building a Customer Centric Culture?

  10. SMUD’s business is transforming SMUD

  11. Leveraging new value streams to deliver innovative and personalized services requires a new approach

  12. Distributed Environment

  13. Costs of negative experiences Loss of customer loyalty and potential revenue erosion Lost revenue due to customer seeking alternatives, such as customer sited distributed generation Negative media Longer call processing time Added time for error correction Multiple contacts Increased back office work Complaints to Board, regulatory agencies, and others Claims against company

  14. Elements of a customer centric culture

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