Putting the customer back at the heart of business
At CNG we supply energy, but our job involves much more than that. In the latest edition of Yorkshire Vision, we explore how we want to redefine what it means to be an energy customer through clarity, communication and care. It’s this, coupled with our values, are at the heart of all we do.
One of the challenges within our industry is combating mistrust and increasing education and access to information. This can however, also present an opportunity; one through which we can set ourselves apart and drive change. Businesses across all sectors can take the challenges they or their customers face and address them to make things better and empower those they work with.
Customers need energy, but that doesn’t mean we can be complacent. Customer engagement and care shows you’re serious about being a leader and highlights that you know insight from your audience is the most critical tool in getting there. Through paying attention to how your stakeholders think, feel and behave, you’re building loyalty and tailoring your products and services to meet their needs and therefore, retain their custom.
Being more considerate of customers starts with not taking their investment with you, be it time or money, for granted. Consider how you can help them get the most from your relationship. This can be anything from making it simple and clear how to access account information, offer feedback on experience or reward their loyalty.
Be transparent; one of the biggest barriers for customers is education – we all need energy, but how many of us understand our bills, how they’re calculated and what we’re really paying for? At CNG we’re working with specially trained teams to welcome our customers and ensure that information is clear and easy to access. In our field this also means increasing understanding around energy supply, such as renewables, and bringing new suppliers to market to drive standards up.
As a business, if you’re working hard enough to engage with customers, you shouldn’t have to worry about them wanting to go elsewhere; if engagement is done right, the confidence and empowerment this creates will make them want to stay.