Brief
As part of SSE's inaugural in-house design team established in 2023, we aim to significantly reduce reliance on non-digital services by 80% and enhance self-service options for our customers. Our analysis of SSE's service channels has revealed that Change of Tenancy (COT) requests are among the top interactions, frequently initiated via emails and phone calls. Additionally, "moving premises" ranks among the top search terms on the SSE website.
Therefore I initiated the project from mapping out end to end journey to brainstorm solutions with stakeholders. I supported the business to identify opportunities for digital adoption and to created the self serve digital solution that built for customers' demand.
Outcome
87%
74 %
32 days
Of our customers are diverted from non - digital channel to digital
increase of our landing page click through rate
reduce on our SLA in the back office
Quantitive Data
COT requests are among the top interactions
Among all the interactions with our customers, COT remain one of the most common requests especially in our email and frontline area. Additionally, "moving premises" ranks among the top search terms on the SSE website based on our GA data.
However...
COT Request Monthly Tracker
Majority of customers are using phone calls (10%) and email (73%) to notify SSE of business property move.
Over 80% of the COT cases rely on manual process manually.
Categories of COT cases via non-digital channels
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Among all the COT requests via email and telephony, more than 60% of the cases are providing moving premises information which can be easily self serve
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The absence of standardised procedures resulting in delays of up to two months beyond the Service Level Agreement (SLA).
Service delay & Process confusion are where the issues from
Our voice of customers (VOC) data highlighted that customers are being left in the black hole without transparent and proactive communication. In addition, with a very limited self served option leads to the traffic on email and frontline.
AS IS Journey Mapping Workshop
I lead a kickoff workshop with key stakeholders, product owners, and designers in the project, Our aim is to:
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Comprehend the Current COT Process: Gain a clear understanding of the existing procedures.
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Collaboratively Develop an 'As-Is' Customer Journey Map: Analyse customer experiences to identify benefits and pain points.
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Identify and Prioritise Common Issues: Collect and rank the most prevalent challenges encountered during the journey.
Step1 _ Introduce customer journey map & persona
Using quantitative data, we created draft journey maps and personas, using this opportunity to introduce end-to-end journey mapping and demonstrate its business impact at the start of the session.
The Simplification Seeker
Energy is only part of my job, I need help to manage the energy for this complex business effectively
Profile
I am a managing agent or manager working in/with a SME/large business with complex needs
I prefer to pay via direct debit to save my time going through regular payment process
As I have a limited time but the business is moderately financially stable. I will be able to cope with shocks, but will struggle to change
We are starting to look at energy efficiencies but lack the time to implement them
I am open to self serve if systems are straight forward to use and service is streamlined
Needs
Support to consolidate my supply into one simple account
Efficient account management, where I can easily complete tasks for multiple meters
To understand where all my meters are located
Help to understand what efficiencies I could be making and how to implement them
To be able to report on supply decisions made
Brainstorming
During a recent Program Increment (PI) planning session, we presented the findings from our COT discovery and brought together a diverse group of stakeholders to collaboratively explore insights and opportunities. Participants co-created innovative solutions and built on each other’s ideas throughout the session.
We clustered and synthesised stakeholder ideas from the session, organising solutions and suggestions into distinct move-out and move-in journeys.
Playback & Prioritisation
To date, we have completed two end to end journey maps for both move in and move out experiences, covering:
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Frontline interactions: Customer touchpoint with advisors, including step by step sentiment changes.
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Backstage support: Back office activities, technologies, and systems involved.
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Strategic layer: Key insights, opportunities, and potential solutions to guide next steps toward a more customer centre digital service.
We facilitated a playback session with digital product, operations, and IT stakeholders to prioritise research driven recommendations and begin aligning them with measurable business impact.
Next Step
Self Serve Service Redesign
Start from landing page, we split customers in two different direction based on new and existing customers. While the new customers will remain on public website and complete a form. We would be able to drive existing customers into their portal and submit their requests in just few clicks.
Digital Move In Redesign
Landing page
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Provide only essential information required for moving premises.
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Restructure the website to create clear and distinct entry points for each customer type.
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Highlight relevant FAQs to assist customers with any questions they may have.
Landing page prototype
Move in journey
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Retain only the mandatory fields on the form.
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Tailor the copy to focus exclusively on one customer type at a time.
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Establish clear guidelines for customers to follow.
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Automatically verify the accuracy of the provided information.
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Send a confirmation email after receiving the customer's request.
Move in prototype
Digital Move Out Journey
An existing customers would be able to submit their move out requests through their portal. By linking to the national data based and internal backend system, we would be able to pre populate most of the customers information.
User Flow
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A progress bar is designed in the layout to manage customer’s expectation for the next step
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Customers can choose and preview their selection before they go through the journey
Customers only need to provide a move out date and final meters information to submit a request
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Customers would be able to review their information before submission to avoid any typo
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A confirmation email will be sent out as a proof of customers’ submission
Move out prototype in customers portal
Performance Measurement
COT Monthly Tracker
The new design was launched in early September 2024, and the email channel for COT submissions was closed in October 2024. Since then, we can see a significant increase on form submission
Online Submission
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We have diverted 80 % of customers from non digital channel (email/telephony) to online journey
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Increase 74 % of landing page click through rate
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Decrease 52% of abandonment rate for the online submission
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Reduce the online submission completion time from 20 mins to 7 mins
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Since we have consistent channels for moving premises with energy suppliers, it also increases business working efficiency. The SLA has successfully coming down from 44 days to 12 working days
Move in customers form submission
Move out customers form submission