Analyzing Black Hills Energy’s Customer Reviews: Insights for Improving Service and Strengthening Community Ties
In today’s digital world, understanding customer sentiment is essential for any business, especially those in service industries like utilities. By examining both positive and negative customer feedback, Black Hills Energy can gain a deeper understanding of customer expectations, highlighting what they’re doing well and identifying areas that could benefit from improvement.
Here’s a comprehensive look at what customers appreciate most and where they see room for growth, based on an analysis of reviews on platforms like Google Maps. The insights gathered not only provide valuable information but also allow Black Hills Energy to take proactive steps in enhancing customer experience.
What Black Hills Energy’s Customers Appreciate Most
We began by analyzing 3-5 star reviews, looking for patterns in customer satisfaction. Based on this feedback, here are the main strengths customers consistently mentioned:
Prompt: What are the customers most satisfied with based on these reviews?”
“Based on these reviews, customers seem most satisfied with the service provided by the technical staff. The reviews highlight that the office is primarily for technical operations rather than customer-facing services like billing or account setup, which suggests that the technical staff’s focus is highly valued by customers. Additionally, there’s a sense of satisfaction with the reliability and promptness in meeting customer needs, as mentioned by the second reviewer, despite higher prices.”
Now I want to extract common themes in these reviews –
Prompt – Extract positive keywords from those reviews, and analyze the frequency and associations of these keywords
Positive Keywords
Satisfied
Technical staff
Service
Prompt
Reliable
Needs met
Helpful
Suggestions to Build on These Strengths
Based on these positive findings, here are a few recommendations to help Black Hills Energy continue building on these assets:
Prompt: What would be suggestions from the findings?
- Enhance Technical Staff Visibility
- Since customers appreciate the reliability and expertise of the technical staff, the company could highlight this aspect on its website and promotional materials. Emphasizing a “dedicated technical team” can help reinforce the value customers see in the technical support provided, making it a key differentiator.
- Improve Clarity of Office Function
- Customers note that the office is not equipped for billing or service setup, so providing clear information about the office’s purpose on the company website, Google listing, or signage can help manage expectations. This could reduce confusion and redirect customers to the correct channels for non-technical inquiries.
- Maintain Prompt Service
- Customers value prompt responses to technical issues, so it would be beneficial to maintain and even reinforce this standard of promptness. Setting a standard response time for technical requests and communicating that standard to customers can further build trust.
- Consider Customer Education on Pricing
- Some reviews mentioned that prices are higher, although customers still feel their needs are met. Providing transparency around pricing—perhaps explaining how costs support high-quality, reliable technical support—could help maintain customer loyalty, as they’ll feel they’re getting fair value.
- Solicit and Highlight Positive Testimonials
- Since customers feel their needs are met effectively, the company could encourage more satisfied customers to leave reviews. Highlighting existing positive feedback on reliability and promptness on social media or the website could attract new clients who value these qualities.
- Offer Direct Support Options for Billing and Setup
- If possible, establishing a simple online or phone-based support system for billing and service setup could further improve the customer experience. Alternatively, ensuring that existing staff are knowledgeable about redirecting inquiries to the appropriate resources would streamline the process for customers who come to the office for non-technical reasons.
Now I want to do the same thing with the negative review.
Prompt – What are the customers least satisfied with based on the reviews?
ChatGPT – ” Payment and Billing Process
There are complaints about the Speedpay portal being unreliable and issues with locations for making payments, especially when additional fees are involved. This suggests frustration with both the accessibility and cost of payment options.
Customer Service and Responsiveness
Several reviews mention negative experiences with customer service, including long wait times, locked doors with no signage about hours, and unresponsive staff. This indicates dissatisfaction with both the availability and helpfulness of in-person and over-the-phone customer support.
Communication During Power Outages
One review expresses frustration about not receiving timely information on when power would be restored. This suggests a need for clearer, more proactive communication during service interruptions to keep customers informed.
Overall, the main areas of dissatisfaction are related to the payment process, customer service, and communication during outages.”
Prompt: Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords
Based on the reviews, customers are least satisfied with:
- Payment and Billing Process
- There are complaints about the Speedpay portal being unreliable and issues with locations for making payments, especially when additional fees are involved. This suggests frustration with both the accessibility and cost of payment options.
- Customer Service and Responsiveness
- Several reviews mention negative experiences with customer service, including long wait times, locked doors with no signage about hours, and unresponsive staff. This indicates dissatisfaction with both the availability and helpfulness of in-person and over-the-phone customer support.
- Communication During Power Outages
- One review expresses frustration about not receiving timely information on when power would be restored. This suggests a need for clearer, more proactive communication during service interruptions to keep customers informed.
Overall, the main areas of dissatisfaction are related to the payment process, customer service, and communication during outages.
4o
You said:
Prompt: Extract negative keywords from those reviews, and analyze the frequency and associations of these keywords
ChatGPT said:
ChatGPT
Here’s an analysis of the negative keywords extracted from the reviews, including their frequency and associations:
Negative Keywords
- Disappointment
- Locked doors
- Fee
- Frustration
- Terrible customer service
- Waiting
- Unanswered questions
- No signage
Keyword Frequency and Associations
Association: Implies poor communication of office hours and availability, creating confusion and inconvenience for customers who come for in-person assistance.
Disappointment
Frequency: Mentioned explicitly in the context of the Speedpay portal.
Association: Reflects customer dissatisfaction with the payment system’s performance. This word suggests unmet expectations regarding ease of payment.
Locked Doors
Frequency: Explicitly mentioned in one review.
Association: This indicates frustration due to lack of access to in-person services, which is exacerbated by the absence of clear signage about office hours or staff availability.
Fee
Frequency: Mentioned in a review about payment options.
Association: The requirement to pay additional fees for in-person payments is perceived negatively. This implies that customers feel overcharged or unfairly burdened by the payment process, especially since no-fee payment locations are not available.
Frustration
Frequency: Used directly in one review response and implied in other customer comments.
Association: Highlights the overall dissatisfaction with both the payment options and customer service experience, with customers feeling let down by the services offered.
Terrible Customer Service
Frequency: Explicitly mentioned once but suggested in several reviews.
Association: Reflects deep dissatisfaction with the quality of interaction at the front desk. It suggests that the customer service team may be inattentive, unresponsive, or lacking in helpfulness.
Waiting
Frequency: Directly mentioned in one review.
Association: Points to the inconvenience of delays in receiving service, especially in time-sensitive situations such as restoring power. This implies that customers find response times inadequate.
Unanswered Questions
Frequency: Mentioned explicitly in one review.
Association: Suggests a lack of communication and responsiveness from customer service, particularly in providing information during outages, which leads to customer frustration.
No Signage
Frequency: Mentioned once, though relevant to several experiences.
Prompt: What would be suggestions from the findings?
Based on the negative keywords and customer dissatisfaction insights, here are some targeted suggestions for improvement:
- Enhance Payment Options and Communication
- Customers are frustrated by fees for in-person payments and issues with the Speedpay portal. Offering alternative payment methods, such as a mobile app with no added fees, could reduce these pain points. Additionally, providing clear online guidance on all available payment options would help customers make informed choices and reduce frustration with fees.
- Improve Office Accessibility and Clear Signage
- Ensure that office hours and closure notices are clearly displayed on-site and online. Installing visible signage about hours, contact information, and alternative support channels will help customers feel more informed and reduce confusion when the office is unexpectedly closed.
- Strengthen Customer Service Training and Responsiveness
- Since poor customer service was a common complaint, training front desk staff in communication and empathy could greatly improve customer experience. Setting response time standards and prioritizing quick, informative answers can also help manage expectations, especially during outages or high-demand periods.
- Proactively Communicate During Power Outages
- Lack of communication during outages frustrated some customers. Implementing a real-time status page on the company website, sending automated SMS/email updates, or providing an emergency hotline for updates could alleviate anxiety and improve trust during service interruptions.
- Collect and Address Feedback on Payment Systems Regularly
- Since the Speedpay portal has led to dissatisfaction, regularly gathering user feedback on its performance and addressing usability issues could show customers that their concerns are taken seriously. This might involve periodic updates to ensure it meets customer needs effectively.
- Create a Dedicated Customer Support Line or Chat Service
- Customers expressed frustration over unanswered questions. A dedicated customer support line or live chat feature on the website could streamline communication, allowing customers to receive real-time assistance for their questions, reducing wait times, and boosting satisfaction.
By addressing these areas, the company can alleviate the primary sources of customer dissatisfaction and foster a more positive experience focused on convenience, communication, and responsive customer support.
Moving Forward with Customer-Centric Improvements
Understanding customer feedback is essential in shaping a service that meets and exceeds expectations. Black Hills Energy’s strengths in reliability, customer service, and community involvement are assets that can be further highlighted, while focusing on areas of concern—such as billing transparency and sustainability—will help strengthen trust and satisfaction.
By regularly listening to customers and adapting to their needs, Black Hills Energy can continue to build a brand that is responsive, dependable, and community-focused.