SERVING SMALL AND MEDIUM-SIZE BUSINESSESShaping customer experience their wayNew Energy Consumer CONTENTS0102030405Growing focus on SMB CXSwitch on SMB energy engagementShift to a digital experienceSustain the SMB connected energy experienceFour ways to take it forward491423272Shaping SMB customer experience their wayAccentures latest New Energy Consumer survey examined an often-underserved segment: Despite their desire for more tailored value propositions, SMBs often receive the same services as residential customer segments. SMB customers typically do not have the dedicated energy management programs and personnel of large commercial and industrial (C home-based businesses were excluded from the survey. The sample included a mix of business sizes based on number of employees and different types of businesses spanning services (e.g., accommodation and food service, arts, entertainment and recreation) and industry (e.g., manufacturing, construction, wholesale and retail trade). The studys findings reveal important insights about the current dynamics of SMB customer preferences and behaviors. And they illuminate how energy providers must think differently about digital and traditional channels for SMB customersdelivering the content, features and experiences these B2B buyers expect in their daily lives just as they do as residential consumers.5Shaping SMB customer experience their way6Today small, medium and large C&I businesses make up approximately 60 percent of total load and revenue for large energy providers.10Whats more, 60 percent of new programs and services target businesses, and global energy-efficiency expenditures are forecast to hit $56 billion by 2026.11And while business customers represent about 10 percent of utility accounts, they can drive up to 25 percent of total customer service costs.12Yet, in serving B2B customer segments, energy providers have often delivered varying levels of service. In fact, many SMB customers have been grouped with residential consumers or provided products and services fit only for larger C&I customers. But now, in both competitive and non-competitive markets, we are seeing leading energy providers increasingly shift their focus to delivering more appropriate experiences to the SMB segment. The reason is simple: the tremendous value potential this segment can bring in moving to digital channels, reducing cost to serve and increasing new product and service adoption. Over time, our New Energy Consumer research program has established the value of active digital customer engagement in driving increased adoption of digital channels and new energy-related products and services. Our latest SMB-specific analysis found that these customers are more active digital users than residential customers (39 percent vs. 27 percent).13Our research points to the need to prioritize SMB customers as part of a broader CX transformation program and identifies areas where SMBs can offer even greater value than residential consumers.How does CX measure up for SMBs?Shaping SMB customer experience their wayFigure 1. SMBs have a ripple effect on residential behavior.More likely to recommendto other businesses and to residential customers: SMBs are likely to recommend their provider to residential customers, including 37 percent “very likely“ to do so. Even more, for those interested in or already participating in a digital energy engagement program, the likelihood to recommend their current energy provider to residential customers is 61 percent (very likely).Ripple effect on residential behavior: SMB buyers are also residential consumers, and their experiences at work impact their behavior at home (see Figure 1). This finding suggests that SMBs have greater power beyond their business role to drive energy providers digital transformation programs.If you are participating or considering participating in a digital energy engagement program, have you or will you change the way you manage your personal residental energy account?Yes, I have alreadyYes, certainlyYes, probablyNo, probably notNo, definitely notKey testing group for new products and services: In addition to engaging more digitally, SMB consumers are also a valuable group to tap into when testing new products, services and offerings. Compared to residential customers, SMB managers are more likely to sign up for trials of new products and services. In our latest survey, 83 percent of SMB managers reported being more likely to trial new energy-related products and services in their role as businesspeople than as residential consumers.22%53%15%1% 9%83 percent of SMB managers reported that they are more likely to trial new energy-related products and services in their role as businesspeople than as residential consumers.7Base: Respondents participating in and/or interested in a digital energy engagement program.Shaping SMB customer experience their wayMany utilities prioritize the residential customer base when rolling out digital engagement programs. Octopus Energy, a small UK-based energy retailer, has launched a variety of specific products and services targeted at SMBs. The retailer offers 100 percent renewable energy that is up to 35 percent cheaper than their competitors. Octopus Electric Vehicles, a division of Octopus Energy, has created a more effortless experience to purchase and manage EVs for business. Their dedicated customer service team provides support around car purchase, charging, tariffs and incentive programs. As part of the program, Octopus offers Energy Go, a tariff specifically designed for EV users.14 One large energy provider in the northeastern United States recently launched digital customer engagement programs for residential and business customers. A few months post launch, about 5 percent of residential customers had accessed the new capabilities online. By contrast, more than 15 percent of business customers did soreflecting stronger motivation to engage. This was a surprising result for the utility, which is now examining the business segment for ways to leverage SMB engagement toward new programs and services.15Case in Point:PRIORITIZING SMBs FOR A CONNECTED ENERGY EXPERIENCE8Shaping SMB customer experience their wayPursuing personalization is par for the course in the B2C world. Accentures latest research illustrates that this quest is just as important with B2B energy consumersincluding SMBs. And while SMBs value CX and personalization, there are performance gaps in three areas:Products and services personalized to an SMBs business needs and preferencesSeamless customer experiencesServices to help manage energy consumption via digital tools (see Figure 2)02Switch on SMB energy engagement9Shaping SMB customer experience their wayFigure 2. SMBs value customer experience and personalization, but providers arent fully meeting expectations.Importance of selected satisfaction factors with energy provider vs. rating of perceived energy provider performance to dateA seamless customer experienceProducts and services that are personalized to my business needs and preferencesProducts and services that enable my business to collaborate with other energy consumers41%42%32%36%30%37%34%27%25%23% 23%22%24%23%Services that enable my business to manage its energy consumption via digital toolsMy energy provider partners with other companies to enhance its value propositionProducts that enable my business to be energy self-sufficientImportancePerformanceServices that enable my business to manage distributed energy resources10Indeed, while Accentures study shows that overall satisfaction has increased from 60 percent in 2013 to 70 percent in 2018, there has been little movement in terms of a personalized, hyper-relevant experience for the SMB segment. Our survey found that around 60 percent of SMBs still believe the service and support they receive from their energy provider is not specific to their business needs. That has the potential to impact their satisfaction. Those SMBs that receive a customized value proposition specific to their business needs also report significantly higher levels of satisfaction (see Figure 3).Base: All respondentsShaping SMB customer experience their way