How Dominion Energy’s “All in Service” Mindset Drives Company-Wide CX Prioritization and Deepens Customer Trust

See how this national energy leader used insights from NPS Prism to improve their most impactful customer journeys, unite teams under shared goals, and strengthen the trust of the communities they serve.

The Background

Operating in Virginia, South Carolina, and North Carolina, Dominion Energy provides affordable and reliable energy to around 3.6 million households and has over 14,000 employees all aligned around the mission of providing the reliable, affordable and increasingly clean energy that powers their customers every day.

Dominion knew that customer experience, and customer loyalty in particular, had to be a priority for the organization.

“We have a lot of stakeholders listening to the voice of the customer. Our customers may not be able to choose us, but they have to trust us,” explains Utibe Bassey, Vice President of Customer Experience at Dominion Energy.

“Customers may not understand the technicalities of what we do, but when you have a trustworthy brand, they believe that we will act in their best interest.”

While a perception exists that rates are the only critical factor in ensuring a customer’s satisfaction with their utility provider, Dominion’s leadership knew they had to also ensure that customers had positive interactions with the company, received the right information at the right times, and were able to trust the company to provide reliable service and transparent communications.

The Opportunity 

To better understand what mattered most when it came to customer advocacy, the team sought out the help of NPS Prism, leveraging Prism’s gold-standard CX data and insights built by Bain & Company, the originators of NPS. As a data-driven organization, Dominion relied on NPS Prism’s robust methodology and the actionable and granular insights it contains to identify, optimize, and measure results across their most impactful customer journeys.

 With the help of NPS Prism and Bain experts, they were able to identify five customers journeys to prioritize, pinpoint specific strengths and opportunities at the driver level, and quantify how CX initiatives were driving changes to these journeys.

By prioritizing NPS as their “North Star” metric to measure customer loyalty and using insights from the platform to connect loyalty to the bottom line, Dominion was able to more deeply illustrate the role and impact each employee has in delivering strong customer experiences.

“We're a metrics-driven company, and that's where NPS Prism has played a key role. Because we measure customer experience, as an employee, you can see how you’re contributing and how we can’t accomplish it without you,” says Bassey.

 The Solution 

As a result of their continued partnership with NPS Prism, the Dominion customer experience team was able to:

• Identify and quantify individual drivers for each of their priority journeys, allowing them to pinpoint the metrics that mattered to leadership. The team helped them create a simplified dashboard to track these key “moment that matter”

• Gain visibility into CX “blind spots” using the depth of NPS Prism’s CX-driver analytical capabilities, helping stakeholders to understand what factors beyond just energy rates drove satisfaction
  
  
• Use their findings to prioritize specific actions that will improve critical CX journeys
  
  
• Paint a more complete picture of their relationship with customers, by using NPS Prism’s insights on loyalty in conjunction with other benchmarks that shed light on customer transactions

 “We rely on Prism for a lot. We rely on Prism for these moments that matter. A lot of the things that we're executing this year have come from Prism and we're monitoring our results through Prism.”

The Results 

• Company-Wide Buy-In for CX.  

Armed with data that directly demonstrated how their work impacted customer satisfaction, teams became more connected to Dominion’s mission of providing the reliable, affordable and increasingly clean energy that powers their customers every day, and leaders even integrated NPS and CX scores into overall organizational incentive goals. 

• A Customer Experience Strategy that Fosters Trust

Not only did more satisfied customers lead to fewer contact center calls and more on-time payments—by prioritizing the right CX changes, Dominion showed customers that they were paying attention to the things that mattered most to them, strengthening their trust in the company’s commitment to serving them.

“Without the insights and data from Prism, we would just be guessing when it came to what mattered to customers,” says Bassey. With the precision and depth of the data offered by NPS Prism, utility companies can follow Dominion’s lead in carrying out a customer-centric mission of serving communities.

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