Experts of Experience: Episode #53 – How Generac is Taking a Proactive Approach to Customer Experience

Release Date: October 23, 2024
Presented by Salesforce Customer Success
Host: Lauren Wood
Guest: Amanda Teter, Executive Vice President at Generac

Introduction

In Episode #53 of Experts of Experience, hosted by Lauren Wood, Amanda Teter, the Executive Vice President at Generac, shares deep insights into how Generac is revolutionizing customer experience (CX) in the energy solutions sector. With a rich background in marketing and customer experience from her tenure at Michelin and Procter & Gamble, Amanda delves into the strategies and innovations Generac employs to meet and exceed customer expectations.

Generac: From Generators to Total Energy Solutions

Amanda begins by outlining Generac’s evolution over its 65-year history. Originally a generator manufacturer, Generac has transformed into a comprehensive energy solutions provider. "We're really focused on how do we help people to use energy on their own terms," Amanda explains (00:59). This shift encompasses both residential and industrial markets, integrating hardware with software to offer customers control over their energy consumption.

Addressing Evolving Customer Needs and Industry Trends

Generac operates in a rapidly changing energy landscape. Amanda identifies key trends shaping customer needs:

1. Home as a Sanctuary: Post-COVID, the home remains a central refuge for many, with customers seeking comfort, safety, and security (02:10).
2. Increased Power Outages: More frequent and prolonged outages necessitate reliable backup solutions.
3. Demand for Cleaner Energy Solutions: Customers are increasingly looking for environmentally friendly options.
4. Cost Savings: Rising energy costs drive customers to seek efficient energy management solutions.

Amanda emphasizes, “People want to have cleaner solutions and save money on their energy” (02:23), highlighting Generac’s commitment to addressing these multifaceted needs.

Proactive Customer Support: Anticipating and Managing Outages

Lauren probes into how Generac manages unexpected power outages and supports customers during stressful times. Amanda outlines Generac’s proactive approach:

• Preparation and Communication: Utilizing weather forecasts and alerts from their dedicated meteorologist, Generac anticipates outages and informs customers in advance. "We can notify our customers, hey, like your product isn't online, here are things you need to do" (04:41).
• Scalable Support Systems: During outages, customer engagement surges. Generac scales its support by partnering with external call centers and temporarily reallocating employees from other roles. Amanda notes, “We have the capability to scale and expand as those moments take place” (08:54).
• Human-Centric Service: Despite advancements in AI, Generac prioritizes human interaction, especially given their older customer base who prefer speaking with a person over automated systems (07:15).

Integrating AI Without Compromising Human Touch

The conversation shifts to the role of AI in enhancing customer experience. Amanda explains Generac’s balanced approach:

• Low-Risk Automation: AI handles routine inquiries efficiently, allowing human agents to focus on more complex and emotionally charged situations (15:07).
• Customer Preferences: Recognizing that their customer base prefers human interaction, Generac uses AI to support teams internally rather than replacing human agents. “We use AI to help inform our teams and keep our teams moving forward” (17:26).

Amanda emphasizes the importance of viewing AI as an extension of human capabilities: “Like a bionic arm… helping you to move things along in a much more efficient way” (20:35).

ESG Goals: Commitment to Sustainable Energy

Generac’s Environmental, Social, and Governance (ESG) strategy focuses on providing sustainable energy solutions. Amanda describes Generac as a "total energy solutions company" that balances traditional fossil fuel-based products with cleaner alternatives like battery storage (21:38). This dual approach allows Generac to cater to diverse customer needs and regional variations, ensuring they provide relevant and sustainable energy solutions across different markets.

Gathering Customer Insights and Feedback

Understanding customer needs is paramount for Generac. Amanda outlines their comprehensive approach:

• Continuous Listening: Generac employs Customer Satisfaction (CSA) and Net Promoter Score (NPS) metrics to monitor feedback and identify drivers of customer satisfaction (24:34).
• Journey Mapping: By mapping the customer journey, Generac identifies friction points and optimizes processes to enhance the overall experience.
• Localized Engagement: Integrating products like the ecobee Smart thermostat allows customers to monitor their generator status, fostering a seamless and informed user experience (28:06).

Strengthening Dealer Relationships for Consistent Customer Experience

Generac’s extensive network of nearly 9,000 dealers plays a crucial role in delivering consistent customer experiences. Amanda details their strategies:

• Content and Training: Providing dealers with customizable content and comprehensive training ensures they align with Generac’s brand and service standards (34:34).
• Feedback Mechanisms: Regular surveys and qualitative discussions with dealers through councils and conferences help Generac gather valuable insights and continuously improve support for both dealers and end customers (36:29).

Recent Impressions and Best Practices

Amanda shares her positive experience attending Salesforce’s Dreamforce conference, highlighting its exceptional customer engagement and learning opportunities. This experience reinforced her belief in the importance of immersive and interactive customer experiences.

Key Advice for Customer Experience Leaders

When asked for advice, Amanda stresses the indispensable role of listening:

“Listen to your customers and find more ways to listen to them… also, listening to your team and supporting the experimentation that helps them to uncover new insights” (41:41).

Lauren Wood echoes this sentiment, emphasizing the continuous improvement of listening channels and fostering a customer-centric culture.

Conclusion

Amanda Teter’s insights reveal how Generac blends proactive support, human-centric service, and strategic use of technology to deliver outstanding customer experiences. By fostering strong dealer relationships and maintaining a keen focus on customer feedback, Generac exemplifies excellence in the energy solutions industry.

Notable Quotes:

• "We're really focused on how do we help people to use energy on their own terms." – Amanda Teter (00:59)
• "People want to have cleaner solutions and save money on their energy." – Amanda Teter (02:23)
• "We have the capability to scale and expand as those moments take place." – Amanda Teter (08:54)
• “Like a bionic arm… helping you to move things along in a much more efficient way.” – Amanda Teter (20:35)
• “Listen to your customers and find more ways to listen to them… also, listening to your team and supporting the experimentation that helps them to uncover new insights.” – Amanda Teter (41:41)

This episode of Experts of Experience provides invaluable strategies and practices for businesses aiming to elevate their customer experience, particularly in sectors facing dynamic challenges and evolving customer expectations.