Revitalizing National Grid’s Communications: A Case of Strategy and Process Overhaul
Challenge:
National Grid, one of the largest investor-owned energy companies in the US, faced a significant challenge. Servicing over 20 million customers across New York, Massachusetts, and Rhode Island, the company needed a better understanding of their current customer communications status quo. Their diverse customer base, spread across multiple regions and using both gas and electricity services, received varying messages, creating inconsistency and confusion.
Approach:
Mia Papanicolaou and Liz Stephen, Customer Communications Strategists at Chameleon Collective, took on the challenge and executed a series of targeted workshops focusing on communication consistency, call to action efficacy, paperless adoption, and digital communications governance. The goal was to simplify templates, introduce a level of consistency, and elevate the customer experience with relevant data points. They worked to establish a single source of truth for all communications and refresh all digital communication templates, ensuring consistent user experience irrespective of the system used. They also updated the company’s governance and policy documents to reflect the changing digital communication landscape.
Impact:
National Grid gained vital insights into the diverse communications previously sent to customers and successfully implemented a comprehensive plan for unified and consistent communication. The new strategy has led to a significant improvement in the customer experience, ensuring uniformity across various regions and business units. The refresh of their digital communications templates, in addition to the update of their governance and policy documents, has positioned National Grid to be more responsive to the evolving communication needs in a digital world.
