EVERGY • B2B
POWERFULLY PERSONAL
The challenge
Evergy is the primary energy provider for 1.6 million customers in a service area that spans eastern Kansas and western Missouri, including Wichita and the greater Kansas City area. Despite a strong operational service offering relative to the national industry average, Evergy’s customer service scores have been sliding in recent years, particularly in the areas of perceived customer service and proactive communication. Our challenge was to leverage personalized communication to improve customer engagement and satisfaction.
Assess
Consumer
We analyzed aggregate payment patterns and household demographic data to segment customers by opportunity, need and risk. We found customers value flexibility and respond well to behavioral nudges that acknowledge their unique needs.
Competition
With no direct competition, Evergy’s objective is to establish affinity and loyalty before new competitors inevitably enter the market. Customers appreciate Evergy’s efforts to deliver customer satisfaction, despite the lack of available competitive options.
Brand
We reviewed Evergy’s data and discovered their customer satisfaction rating for proactive customer service lagged compared to the industry average. Through smarter automation, customer stress signals could be addressed with need-specific messaging.
The Opportunity
Evergy engaged Callahan to develop a modern, personalized strategy designed to address the highly individualized needs of its customers. By mining customer data, Callahan first developed customer segments with distinct characteristics and stress signals that impact the customer’s Evergy experience.
Callahan then led the strategic process to develop a series of personalized communication journeys for each segment to guide customers through a range of customer experiences such as new customer orientation, power outages, payment challenges, timely environmental threats and premium service opportunities.
Humanize
We immersed ourselves in Evergy’s robust data model and operational processes to develop technical-ready journey maps. Deliverables included a matrix of behavior logic and corresponding message touchpoints, which were then fully written and designed by our creative team. Performance KPIs and dashboards were also developed by Callahan.
Activate
Callahan designed email templates for each segment’s journey, ready for deployment based on the messaging matrix.
Results
+2.4%
Customer Engagement
+1.3%
Energy analyzer engagement
+3.9%
Start service actions
+168
Auto-pay on actions