Each month, we take a moment to recognize a standout team or individual who has leveraged BlastPoint’s platform to drive meaningful engagement, enhance customer experiences, and optimize their marketing efforts.
This month, we are thrilled to highlight Morgan Kriley, Customer Experience Associate at Duquesne Light Company (DLC), as our February MVP. Morgan has demonstrated outstanding engagement with BlastPoint’s platform, utilizing data-driven insights to streamline operations and enhance customer outreach.
We asked Morgan a series of questions specifically about her recent platform activities, strategies, and achievements to inspire others and encourage best practice sharing.
Here’s Morgan’s take on leveraging the platform effectively:
Solving Key Challenges with BlastPoint
Q: What is the current challenge BlastPoint’s platform is helping you solve this past month?
Blastpoint has become an invaluable tool in streamlining access to customer data without needing the support of another team or department. With Blastpoint, I can quickly access information about our customer base. My limited knowledge with writing database queries meant that answering even basic questions about our customer base required involving other departments or waiting for customer reports to be built. With Blastpoint, I can now instantly retrieve data without using additional resources. Now, someone could ask me a genetic question like ‘what percentage of our customers have an email address on file?’ or, something as specific as ‘how many customers on our Customer Assistance Program are also enrolled in paperless billing?’ and I would be able to quickly pull those numbers for them.
Moreover, Blastpoint allows us to generate customer lists quickly, making our operations more efficient. Since our data is refreshed on a daily basis, it gives us an accurate depiction of our audience and allows us to deploy marketing campaigns without getting other departments involved.
The Power of Propensity Scoring
Which BlastPoint feature(s) have been most valuable, and why?
One of the most valuable features for us has been the propensity scores that we leverage while creating segments of our customers. This tool allows us to accurately identify audiences that are most likely to enroll in our programs or take action after being given more information. Rather than casting a wide net and spending marketing dollars on customers who may not be interested in our offerings, we can focus on those who are more likely to engage. By targeting the right customers, we’ve been able to optimize marketing spend and improve efficiency of our campaigns, making our campaigns cost- effective and impactful.
Building Smart Segments for Campaigns
Can you describe some of your segments and the logic behind the rules when building them?
To increase enrollment in certain programs like Budget Billing, we create ‘look alike’ segments to better understand our audience and determine what attributes could be indicative of being enrolled in budget billing. We will pull the same relevant attributes (age, income bracket, renter vs owner, ad channel preference, etc.).
For example, in our Budget campaign we found that customers’ consumer comfort and info-action orientation scores were higher than our general audience. Using all of those attributes, we built a segment of those customers and added ‘NOT on budget billing’ to get our ‘look alike’ customers and used that as our targeted list for an upcoming campaign.
Tracking Campaign Success and Key Wins
How are you tracking the success of your campaigns/marketing? Any success stories or wins yet from the past months’ work?
We track the success of our campaigns through a combination of email engagement metrics, Google Analytics and Power BI. DLC has benchmarked email open and click rate which help us gauge the intent and interest of the customer. Then when it comes to actual conversions, we compare the number of enrollments during a campaign period to the number of enrollments in the period prior to the campaign.
Last year, we ran several Budget Billing campaigns using segments of customers created from Blastpoint, and also ran comparison segments of randomly selected customers. We found that the targeted segments from Blastpoint had higher email engagement rates and more enrollments than the randomly selected audience.
Looking Ahead: Long-Term Engagement with BlastPoint
How do you see BlastPoint fitting into your long-term engagement and growth plans?
I am particularly excited to use Blastpoint’s new Campaigns feature, which will enable our team to seamlessly track enrollments in various programs within the platform, ensuring we have real-time insights into customer participation. As customer segments evolve, we will be able to access and download updated lists from the same segment, which will allow us to effectively re-target that audience in future campaigns.
Key Takeaways from Morgan’s Experience
Morgan’s experience with BlastPoint showcases the impact of having immediate access to data, leveraging propensity scoring, and creating targeted customer segments to drive engagement and optimize marketing efforts. By implementing these strategies, DLC has enhanced its outreach efforts, improved efficiency, and successfully increased customer enrollments in key programs.
We truly appreciate Morgan for taking the time to share her insights and experiences with us. Her expertise and strategic approach to utilizing BlastPoint’s platform serve as an inspiration to others looking to maximize their customer engagement and operational efficiency.
Get Involved: Learn, Connect, and Grow
Stay tuned for our next Utility Spotlight, where we continue to highlight outstanding achievements within our community. Engage with us to discover how others are using the platform and hear their success stories.
Have questions or want to learn more about how BlastPoint can help your organization? Reach out to us today! Our team is ready to help you explore solutions tailored to your needs.
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