Tally Group: CXO, Head of Digital, VP Product (2019-2023)
My time at Billcap and Tally gave me hands-on experience working with energy start-ups and global utilities who have been trying out new ideas to break the status quo. The key products I’ve played a hand in are used to engage over a million energy consumers across Australia, New Zealand, Japan, United States and UAE.
As a VP of Digital Product at Tally Group, I was responsible for leading the development and management of a complete digital self-service product suite catered to mass-market customers in the energy sector. This suite comprised various key features, insights, and engagement tools designed to empower customers with seamless account management and personalized experiences.
Product Development and Enhancement:
- Led the ideation and development of the Tally Online Self-Service (OSS) suite, which included the Self Service Portal, Self Service Mobile App, Chat/Bots, Help Centre/FAQs, Move Home, Retention, Demand Response, Loyalty & Rewards, Revenue Assurance, Usage Graphs, Disaggregation, Payment Options, Plans, and Notifications.
- Collaborated with cross-functional teams to design and implement user-friendly interfaces and functionalities for the Online Self-Service suite, ensuring a seamless user experience.
- Conducted regular market research and competitor analysis to identify potential areas for improvement and new features to stay ahead in the energy industry.
Customer Insights and Engagement:
- Utilized machine learning analytics to extract rich data and valuable insights from customer behavior, enabling a whole new energy customer experience.
- Developed and managed the Insights & Engagement tool within the Online Self-Service suite, allowing customers to explore personalized insights and offers based on granular usage data.
- Integrated Tally Trust, a churn-reduction solution, with the suite to provide personalized weekly updates between bills, helping prevent bill shock and reducing churn rates by up to 30%.
- Leveraged the wealth of usage data available to create highly personalized offers and recommendations to customers.
- Collaborated with the Tally Trust team to implement effective email communications with high click-through rates (40%-70%*), encouraging customers to upgrade their appliances, solar, or battery.
* Solar customers were typically more engaged
Behavioral Demand Response (BDR) Integration:
- Successfully integrated the award-winning Tally BDR platform into the Online Self-Service suite, enabling customers to reduce their energy load and save costs during peak events.
- Facilitated the seamless integration of BDR features within the suite, ensuring ease of use and accessibility for customers.
Customer Support and Training:
- Worked closely with the Customer Support team to ensure proper assistance and support were available through the chat and bot features in the Online Self-Service suite.
- Conducted training sessions for the support team to effectively handle customer queries and provide personalized guidance.
- Played a pivotal role in creating and launching the Tally Digital Online Self-Service suite and mobile app, leading to increased customer satisfaction and reduced operational costs for retailers.
- Contributed to reducing churn rates by a third, as independently verified by independent market research#, and consistently maintaining Net Promoter Scores (NPS) over 50.
- Enabled upsell opportunities and improved customer engagement through personalized insights and offers, resulting in increased revenue for the company.
# As reported by the Melbourne University Centre for Market Design
This work experience at Tally Group allowed me to apply my expertise in product management, customer engagement, and data-driven decision-making while contributing to the company’s growth and success in the global competitive energy market.