A Welcome Pack Case Study — December 2025
When a new customer signs up for an essential service like electricity, the first 48 hours set the tone for the entire relationship. For years, Dominion Energy's new customers were bumping into the same friction: they had to pick up the phone and call the contact center just to get basic information about the account they had just opened. Today, that story looks very different — and the data behind the transformation is worth sharing.
The Problem: A Broken First Impression
Before InfoSlips, new Dominion Energy customers who started service online or by phone were left in the dark on day one. To get answers to the most basic questions about their new account, they had to call the contact center a day or more later to find out:
- Their account number
- Their start of service date
- When to expect their first bill
- How to set up their mobile and web accounts
The knock-on effects were predictable. Call volumes were high, contact center staff were buried in repetitive low-value calls, customers were frustrated by the delay, and the onboarding experience felt clunky at exactly the moment it needed to feel welcoming.
The Solution: An Interactive Welcome Pack
Dominion Energy partnered with InfoSlips to replace that gap with a personalized, interactive Welcome Pack delivered by email the moment service is established. When new customers click through, they get authenticated access to everything they previously had to call in for — and more:
- Their account number (authenticated)
- Their start of service date
- A clear explanation of when to expect their first bill
- Step-by-step instructions for setting up mobile and web accounts
- Channel preference selection
- Bill of Rights and other essential compliance information
Instead of a brochure that gets tossed or an email that gets ignored, customers get an interactive experience tailored to them.
Scientific Document Design
One of the reasons the Welcome Pack works is that it isn't a "ship it and forget it" document. InfoSlips treats every deployment as a living design problem. After six months of live sending, Dominion Energy and InfoSlips jointly reviewed usage analytics, delivery and open reporting, in-document feedback, and survey results — then cycled back into review, redesign, and reapplication. The key ingredient: actionable intelligence.
The Results After Six Months
Customers actually notice it
Asked whether they recalled receiving a welcome email or brochure, 73% said yes to the welcome email, 6% remembered a brochure, and only 21% said no.
Engagement is exceptionally high
92% of people who opened the notification email went on to open and use the interactive experience. Of those who engaged with the Welcome Pack, 51% reviewed most of it, 16% read the parts they cared about, 25% skimmed, and only 8% didn't look at it.
What customers valued most
The top three most beneficial elements:
- Confirmation of start of service date — 52%
- Instructions to help set up the online account — 44%
- Providing the account number — 43%
Quality ratings were outstanding
97% of people who used the interactive document said they got value from the experience. 60% rated the information "Excellent" for both answering their questions and being clear and easy to understand.
It drove real action
Since receiving the Welcome Pack, new customers reported:
- 57% set up an online account
- 33% visited the Dominion Energy website
- 31% explored information on their bill
- 30% downloaded the mobile app
- Only 15% still needed to speak with a customer service representative
The Net Promoter Score Tells the Real Story
Perhaps the most compelling data point: Dominion Energy's NPS climbed from 52 in 2021 (without InfoSlips) to 63 in 2024 (with InfoSlips) — a +11 point, 21% improvement. That increase didn't just move the needle internally; it pushed Dominion past the utility industry average of 58, placing them ahead of the pack on customer experience and loyalty.
Channel Success Rates
The data also revealed how customers prefer to complete onboarding tasks. Success rates by channel: Called — 67%, Website — 64%, Mobile App — 54%, and Switched (started in one channel and finished in another) — 29%.
What's Next: Two Improvement Focus Areas
Good data drives the next iteration. Two focus areas stood out:
1. Further reduce call center volumes. The biggest untapped cost savings sit in eliminating calls for account numbers. The goal is to lift "providing my account number" from 43% to 55% or more by making "View My Account Number" the most prominent call to action in the Welcome Pack.
2. Enhance the experience for under-35s. NPS breaks down dramatically by age group: 34 for under-35s, 62 for 35–54, and 68 for 55+. To close that gap, design remediation options on the table include gamification, interactive personalized video, social media integration, and an AI chat assistant.
Benefits Realized
Pulling it all together, the Dominion Energy Welcome Pack has delivered:
- Reduced call volume — customers get the information they need upfront
- Improved customer experience — seamless onboarding with immediate account access
- Increased satisfaction — clear communication builds trust from day one
- Efficiency gains — a streamlined, automated process that reduces operational costs and lifts NPS
Time to ROI: 3.5 Months
From kickoff to go-live, the entire project took just 3.5 months, delivered across four parallel streams: PMO/PMP, Template, Data, and Change Management. A "Data Month" bridged the template build and change-management work, followed by go-live planning, deployment, and training — culminating in sign-off and launch.
Takeaway
The Dominion Energy Welcome Pack is a textbook example of how personalized, interactive digital communication can transform a high-friction moment — new customer onboarding — into a high-value one. Fewer calls, faster answers, happier customers, and a measurable, industry-beating NPS lift: that's what happens when actionable intelligence drives design.
InfoSlips is celebrating its 20-year anniversary and was named Xplor Application of the Year 2024.