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CASE STUDY: JACKSON EMC

Jackson EMC Delivers Truly Personalized, Digital Communications to Their Members.Problem: Increasing Customer Satisfaction Scores, Personalizing Member Experience

Jackson EMC is the largest electric cooperative in Georgia serving more than 232,000 meters to ten of Georgia’s fastest growing counties. “Our vision is to be the best, forward-thinking, innovative energy supplier providing a friendly and fulfilling workplace,” stated Jackson EMC’s Director of Residential Marketing Christy Queen, and I believe our JD Power rankings reflect just that.” Since 2008 Jackson EMC’s customer satisfaction scores have increase year over year and by 2019, they scored 801 points based on a 1000-point scale putting them near the top of their segment.

Christy Queen’s job is clearly defined in Jackson EMC’s mission statement: “To exceed our member’s ex-pectations with reliable, courteous and personalized service.”

So, how does a utility continue to achieve excellent customer satisfaction scores and deliver a personalized member experience with a membership base that continues to expand?

Solution:

Jackson EMC has always used sophisticated marketing tactics to engage members and has been an early adopter of digital engagement as an Apogee customer since 2001. Jackson EMC’s marketing department has been instrumental in developing some of Apogee’s earliest versions of energy analysis reporting software that has become what is now known as Envoy, a comprehensive communications system.

“To exceed our member’s expectations with reliable, courteous and personalized service.”

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In 2016, Jackson EMC launched the Envoy platform that delivers truly personalized, digital communications. The system is designed to increase engagement and produce impressive results through strategically timed, personalized video bill explanations and digital energy analysis reports. Each interaction with members includes actual energy use data, offers suggestions about how to save energy and an opportunity to give feedback.

$54 Higher

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Results:During the period from January 1, 2017 to February 28, 2019, Jackson EMC members received video bill explanations if their bill had changed by $25 from the previous month. The information contained in the video included personalized billing and energy use data along with specific information on why the bill had changed. The video message was delivered several days before the actual bill arrived and measured a click-through rate of 24% and a unique click-through rate of 21%. This shows higher than average engagement compared to the energy industry median unique click-through rate of 2% as reported in IBM’s 2018 Marketing Benchmark Report.

Each video ended with a feedback survey. Overall the results showed that 98% of recipients felt the information was useful and 84% would like to receive the messages monthly.

In March of 2017, Jackson EMC members received an energy summary video highlighting annual energy use data. This message garnered open rates of 86% and unique open rates of 39%.

“Working with Apogee to deliver a personalized digital experience has proven that digitally engaged customers are more satisfied,”

Christy continued. “And by providing relevant and useful data in a timely manner, Jackson EMC will continue to meet and surpass our mission to exceed expectations with reliable, courteous and personalized service.”

1. How easy was the bill explanation to understand?

2. How useful was the information presented?

3. How often would you like to receive a video bill explanation?

4. Do you feel this is an effective channel for communicating the factors than cancause your bill to change from one month to the next?

5. Do you have suggestions or comments about your video that might help usimprove this service in the future?

Very easy

Somewhat easy

Not very easy

Not at all easy

Very Useful

Somewhat useful

Not very useful

Not at all useful

Very Useful

Somewhat useful

Not very useful

Not at all useful

Yes

No

Monthly

Quarterly

Other (please specify)

Done

Jackson EMC Bill Analysis Survey

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To schedule a webcast demonstration of our outbound services or any other personalized messaging service,

contact Apogee at 678-684-6801 or info@apogee.net

100 CRESCENT CENTRE PARKWAYSUITE 450

ATLANTA, GEORGIA 30084apogee.net