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Customer experience strategies for success Sometimes it’s easier to describe something as the opposite of something else.  Being “anti-” something can communicate something meaningful. Cultural movements in the past have taken on these monikers:  consider the “anti-establishment” or “anti-war” movements.  We all need effective anti-virus protection.  And there are loads of skin products marketed as “anti-aging”, “anti-wrinkle”, or “anti-blemish.” But when you think about a vision for the customer experience that your company aspires to deliver, this approach of the “anti-X” falls flat. Would you want to aspire to basically “not stink?”  Would that inspire you and your team to run through walls to deliver on that grand aspiration? Would it motivate customers to stick with you, buy more of what you sell, and tell others about you? I think not…But it sure seems like many out there indeed do aspire to “not stink.” Sure, there are great companies out there who have a set a high standard for customer experience, placing it at the center of their strategies and their success. Some, like Zappos, started that way from the beginning.  Others, like The Ritz-Carlton, realized that they had lost their way and made the commitment to do the hard work of reaching and sustaining excellence. On the other hand, there are hundreds of firms who have a weak commitment to or even understanding of the importance of customer experience to their strategy and performance.  Their leaders may give lip service or just pay attention for a few days or hours following the release of reports from leading analysts and firms. They may have posters and slogans that talk about putting the customer first or similar platitudes. These companies probably even have talented and passionate professionals working tirelessly to improve the customer experience in spite of the fact that nobody seems to care much. What these firms lack is a clear customer experience strategy. As nature abhors a vacuum, customers and employees are free to infer or just guess at it.  Focusing on customer experience only when a report comes out – and paying special attention only when weak results put the firm near the bottom of the ranking leads people to conclude that all that really matters is to “not stink.”  In other words, don’t stand out for being bad…but don’t worry much about being good as it is not important to the company’s strategy or results. I think that this “don’t stink” implicit strategy helps explain a fascinating insight from a Forrester survey in 2013: “80% of executives believe their company is delivering a superior customer experience, yet in 2013 only 8% of companies surveyed received a top grade from their customers.”  Many leaders simply have not invested the energy and commitment necessary to define a real customer experience vision that reflects a deep understanding of the role that it plays in the company’s strategy.  Beyond setting that vision, there is a big and sustained commitment required to deliver on the vision, measure results, and continuously adjust as customer needs evolve. Like all journeys, a great customer experience starts with one step. Establishing a customer experience strategy is the first one – and “don’t stink” simply stinks as a strategy. Download our recent perspective paper to learn how exceptional customer experience can give companies the competitive edge they need in a market where price, products and services can no longer be a differentiator.

This is the third post in a three-part series. Experian® is not a doctor. We don’t even play one on TV. However, because of our unique business model and experience with a large number of data providers, we do know data governance. It is a part of our corporate DNA. Our experiences across our many client relationships give us unique insight into client needs and appropriate best practices. Note the qualifier — appropriate. Just as every patient is different in his or her genetic predispositions and lifestyle influences,  every institution is somewhat unique and does not have a similar business model or history. Nor does every institution have the same issues with data governance. Some institutions have stabile growth in a defined footprint and a history of conservative audit procedures. Others have grown quickly through aggressive acquisition marketing plans and unique channels and via institution acquisition/merger, leading to multiple receivable systems and data acquisition and retention platforms. Experian has provided valuable services to both environments many times throughout the years. As the regulatory landscape has evolved, lenders/service providers demand a higher level of hands-on experience and regulatory-facing credibility. Most recently, lenders have required assistance on the issues driven by mandates coming from the Comprehensive Capital Analysis and Review (CCAR), Office of the Comptroller of the Currency (OCC) and the Consumer Financial Protection Bureau (CFPB) bulletins and guidelines. Lenders are best served to begin their internal review of their data governance controls with a detailed individual attribute audit and documentation of findings. We have seen these reviews covering  fewer than 200 attributes to as many as more than 1,000 attributes. Again, the lender/provider size, analytic sophistication and legacy growth and IT issues will influence this scope. The source and definition of the attribute and any calculation routines should be fully documented. The life cycle stage of attribute acquisition and usage also is identified, and the fair lending implication regarding the use of the attribute across the life cycle needs to be considered and documented. As part of this comprehensive documentation, variances in intended definition and subsequent design and deployment are to be identified and corrective action guidance must be considered and documented for follow-up. Simultaneously, an assessment of the current risk governance policies, processes and documentation typically is undertaken. A third party frequently is leveraged in this review to ensure an objective perspective is maintained. This initiative usually is a series of exploratory reviews and a process and procedures assessment with the appropriate management team, risk teams, attribute design and development personnel, and finally business and end-user teams, as necessary. From these interviews and the review of available attribute-level documentation, documents depicting findings and best practices gap analysis are produced to clarify the findings and provide a hierarchy of need to guide the organization’s next steps: A more recent evolution in this data integrity ecosystem is the implication of leveraging a third party to house and manipulate data within client specifications. When data is collected or processed in “the cloud,” consistent data definitions are needed to maintain data integrity and to limit operational costs related to data cleansing and cloud resource consumption. Maintaining the quality of customer personal data is a critical compliance and privacy principle. Another challenge is that of maintaining cloud-stored data in synchronization with on-premises copies of the same data. Delegation to a third party does not discharge the organization from managing risk and compliance or from having to prove compliance to the appropriate authorities. In summary, a lender/service provider must ensure it has developed a rigorous data governance ecosystem for all internal and external processes supporting data acquisition, retention, manipulation and utilization: A secure infrastructure includes both physical and system-level access and control. Systemic audit and reporting are a must for basic compliance standards. If data becomes corrupted, alternative storage, backup or other mechanisms should be available to protect the information. Comprehensive documentation must be developed to reveal the event, the causes and the corrective actions. Data persistence may have multiple meanings. It is imperative that the institution documents the data definition. Changes to the data must be documented and frequently will lead to the creation of a new data attribute meeting the newer definition to ensure that usage in models and analytics is communicated clearly. Issues of data persistence also include making backups and maintaining multiple archive copies. Periodic audits must validate that data and usage conform to relevant laws, regulations, standards and industry best practices. Full audit details, files used and reports generated must be maintained for inspection. Periodic reporting of audit results up to the board level is recommended. Documentation of action plans and follow-up results is necessary to disclose implementation of adequate controls. In the event of lost or stolen data, appropriate response plans and escalation paths should be in place for critical incidents. Throughout this blog series, we have discussed the issues of risk and benefits from an institution’s data governance ecosystem. The external demands show no sign of abating. The regulators are not looking for areas to reduce their oversight. The institutional benefits of an effective data governance program are significant. Discover how a proven partner with rich experience in data governance, such as Experian, can provide the support your company needs to ensure a rigorous data governance ecosystem. Do more than comply. Succeed with an effective data governance program.

By: Scott Rhode This is the first of a three-part blog series focused on the residential solar market looking at; 1) the history of solar technology, 2) current trends and financing mechanisms, and finally 3) overcoming market and regulatory challenges with Experian’s help. Most people tend to think of the solar industry as a recent, and not so stable, market phenomenon.  However, the residential solar industry is still gaining traction as component prices come down. For more than two thousand years man has been trying to harness the sun’s energy and power. In fact, architects and city planners in early civilizations would also look to the sun when designing dwellings, buildings and bathhouses, so that they could capture as much of the sun’s energy to heat their homes and the water they used.  Our ancestors knew that the sun, unlike any other resource, was a consistent and powerful source of energy that fueled life. Fast forward to the late 19th and early 20th centuries where renowned scientists in the US and across the globe started looking at ways to harness the sun’s energy to generate electricity, and the birth of the modern solar industry was here.  By the mid 1950’s, US architects were trying to incorporate the power of the sun in their designs so that heating the water and commercial office space could be done without heavy use of electricity.  One architect, Frank Bridgers, was so successful in using this technology that his building still continues to operate this way today.  In addition, many companies like Bell Labs, Western Electric, and the US Signal Corp Laboratories started to develop photovoltaic cells that power the panels that we use today. These early cells, operating at 7-11% efficiency (This is the measurement of how efficient the cell is at converting solar radiation to electricity), gave life to solar powered electronics, lights, and panels used by the burgeoning space program to power satellites orbiting earth.  In reaction to the growing possibilities and the broader oil crisis in the late 1970’s, the US Department of Energy created what would later become the National Renewable Energy Laboratory enabling the federal government to use its resources to help grow the industry and foster technological innovations to improve cell efficiency. Throughout the 1980’s, 90’s, and early 2000’s, the industry starts to take root with utilities and mainstream energy providers as they look to the sun to diversify their energy sources away from coal, gas, and oil.  This adoption leads to a push by the US Department of Energy to have “One million Solar Roofs” in the US so that individual home owners can realize the benefits of going solar.  Soon, retailers like Home Depot started selling panels in their stores for customers to install themselves for “off-grid” properties or other uses.  While this allowed a homeowner to use solar, costs are still so high that solar is only available to a select few and, as a result, not competitive with traditional methods of producing energy. In order to incent homeowners to invest in solar, the US Government created the Solar Investment Tax Credit in 2005.  This tax credit allows homeowners to get a credit of 30% of the fair market value of the system they have installed on their roof.  As a result of this and local incentives from municipalities and utility companies, residential solar installations have grown 1,600% over the last ten years, representing an annual CAGR of 76%.  In fact, through the first half of 2014, 53% of all new electric capacity is from solar, making it the fastest growing source of energy in the market.* Since this tax incentive is unlikely to be renewed after it expires, the industry set out to solve the cost issue in order to manufacture and produce highly efficient and durable panels for individual Consumers that could bring the costs to produce down to parity with traditional power.  In this endeavor, the manufactures have poured significant resources into research and development, pushed their manufacturing processes towards ever higher levels of efficiency, and used the latest technology to significantly reduce costs to produce panels that now range from 18-23% cell efficiency.  Since 2010 the average price of a panel has come down by 64% and the industry continues to push to find ways to make solar more affordable.  This is especially important given that the tax credit expires on December 31st of 2016. In the next blog in the series, I will talk about solar financing and the current industry trends.  Financing, as you would expect, has been and will continue to be critical to growth in this space so that more homeowners can afford to move to solar as their primary energy source.  As such, the methods used to acquire, originate, and serve these customers must evolve in order for the industry to sustain the impressive growth rates mentioned earlier in this blog. Solar Financing – The current and future catalyst behind the booming residential solar market (Part II)