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Customers
Sustainability Performance Report 2012 25
Customer experience
Introduction to customer experience
AGL measures customer satisfaction to monitor
whether initiatives are successful in improving the
customer experience.
Approach
The AGL Customer Charter clearly outlines for both customers
and employees what customers can expect from AGL. The Charter
contains a set of customer promises, and defines the standards to
which AGL can be held to account.
The Charter is available on the AGL website at agl.com.au/charter.
Within the Customer Charter there are four key promises:
>>
We will deliver quality service
>>
We will provide value for money
>>
We will understand our customers’ needs and deliver to them
>>
We will be there with the answers for our customers.
AGL strives to deliver on these promises, meeting the needs
of customers by providing a consistent level of service.
AGL uses a range of measures to assess whether the Customer
Charter promises are being met, including speaking directly with
customers. For example, ‘after call’ surveys are carried out within
AGL customer service centres and this year we also began outbound
calls to customers to discuss their experiences with AGL. From the
information acquired, robust root cause analysis is undertaken to
understand the drivers of customer dissatisfaction, as well as where
processes can be changed to improve the customer experience.
Vision for customer experience:
AGL’s vision is to be the top
ranking energy company for customer satisfaction, by delivering
on a range of initiatives and continuous improvement programs
throughout the Retail Energy business.
Performance
AGL measures customer satisfaction each quarter to gauge the
degree to which customers are serviced to the standard they
expect, and whether initiatives to improve customer service have
been successful. On a quarterly basis a sample of customers across
all energy retailers are asked: “Overall, how satisfied are you with the
services provided by your current energy retailer on a scale of 0 to
10, where 0 is not at all satisfied, 5 is neutral and 10 is extremely
satisfied?”. The mean (average) of respondents’ scores is determined
for each retailer.
During FY2012, AGL’s customer satisfaction score averaged
6.68 (up from 6.65 in FY2011), with a score of 6.88 in the fourth
quarter of FY2012 (up from 6.67 in the corresponding quarter of
FY2011). AGL’s customer satisfaction score has been higher than
our major competitors, namely TRUenergy and Origin (main brands,
not inclusive of their New South Wales retailer acquisitions) since
quarter two 2012. Positive service experiences are the key reasons
for customer satisfaction with AGL. Particularly in the final quarter
of the year, a number of AGL customers cited product reliability and
pricing discounts and rewards as reasons for their satisfaction.
Customer dissatisfaction is mainly influenced by the cost of energy,
with fewer AGL customers nominating poor service or billing
experiences as reasons for dissatisfaction.
Customer satisfaction score
60
62
64
66
68
70
72
74
76
Q4 FY12
Q3 FY12
Q2 FY12
Q1 FY12
Q4 FY11
Q3 FY11
Q2 FY11
Q1 FY11
%
Overall satisfaction score
68
71 71
65 66
64
71
73
69 69
72
70
69
76
67
68
66
64
67
61
62
71 71
69
Legend
AGL score
TRUenergy* score
Origin* score
Note
* denotes main brand