South Central Power Notification Effectiveness Study. Study conducted by Metrix Matrix

Transcription

1 South Central Power Notification Effectiveness Study Study conducted by Metrix Matrix

2 South Central Power Background Member-owned electric cooperative Standard Practice: HVCA to report outages staff to verify restoration TFCC Alert for a blast outdial Staff to update social media sites National Rural Electric Cooperative Association (NRECA) Residential Member Attitude Survey Challenge: Improve ACSI score through member communication

3 2013 Residential Member Attitude Survey Overall, members are generally satisfied with the service provided by South Central Power. Key learnings regarding communication from the 2013 NRECA study showed the following: 3 Rating When asked how they rate SCP on keeping them informed on the status of outages Scale of 1-5 where 1 is very poor and 5 is excellent. Of the total sample, 40% rated the utility a 3 or less 1 Rating 2 Rating 37.4% Reason for the most recent contact made to SCP Respondents stated particular outages as their most recent contact made to SCP. When asked how they rate SCP on communicating with them and keeping them informed Scale of 1-5 where 1 is very poor and 5 is excellent. Members under 35 and were more likely to rate the utility a 3 vs. the total sample surveyed (623) Under Total Sample 22.3% 16.9% 11.2%

4 2013 Residential Member Attitude Survey What type of device do you use to connect to the internet? Personal computer or laptop 70.3% Cell phone or smartphone 40.8% Tablet, netbook, ipad or e-book 26.4% When asked how they would prefer SCP to communicate information, s were in the top 3 1 : Total Sample Under Respondents Under 35 PC or laptop 68.7% Cell phone 68.6% Tablet 38.6% Respondents PC 82.3% Cell phone 59.0% Tablet 37.2% 18.1% 21.2% 24.1% 20.2% 1 Country Living magazine and billing inserts were #1 and #2. Texting was not asked. Respondents Computer 79.8% Cell phone 43.1% Tablet 29.3% These study results suggested an opportunity for SCP to consider other channels of communication with their members, particularly noting variances by age segment.

5 Improving The Customer Experience To improve the customer experience, SCP converted manual process for outbound messaging capabilities to the TFCC Alert notification system and conducted member research to: Improve communication efficiencies, using a single product to manage proactive messaging across multiple channels (voice, text, , social media) Achieve a broader communication reach across their member base Reduce costs by moving to automation Increase member satisfaction with information across identified market segments

6 TFCC Alert How it Works: 1. Create a messaging campaign for immediate deployment, or for later use. 2. Upload an audio file or enter text for the message you want customers to hear. 3. Attach a file with the contact information of customers you want to be contacted (via phone, text, or fax). 4. Customers receive messages. TFCC Alert is a fully hosted, high speed, high volume outbound notification system that enables you to send time sensitive information to thousands of people anytime, anywhere, on any device. Combined with a Preference Management solution, TFCC Alert helps utilities connect with their customers the way they want, when and how they choose.

7 Notification Effectiveness Study SCP engaged an integrated communication strategy with TFCC Alert notifications via three channels to inform members of four events that would result in a disruption of power. Metrix Matrix, an independent market research firm was retained for the purposes of conducting this study. Telephone surveys were used to gauge the effectiveness of: 1) Receiving a notification when one may not have been provided in the past 2) Receiving a notification with the new approach through TFCC Alert via phone, text, and/or social media. Telephone surveys of a random sample of 400 SCP customers over a 3 month period were conducted for the following four events: Meter Change Outs 200 participants Tree Trimmings 100 participants Unplanned Outage: 70 participants Planned Outage: 30 participants The survey screened for customers that recalled receiving a notification regarding the event in question Messages types received: Bill Insert Voice Social Media Text Message Meter Change Out Tree Trimming Planned Outage Unplanned Outage Study conducted by Metrix Matrix

8 Respondents Who Recall Receiving Notifications Phone Calls: 80% recall receiving at least 1 phone call: Meter Change Out: 73% Tree Trimming: 80% Unplanned Outage: 93% Planned Outage: 100% Bill Inserts: 75% recall receiving a bill insert Only Meter Change Outs received a bill insert Suggests bill inserts could be used to drive awareness of other channels SMS percentages were low due to low opt in rates by members. 2% opted in for SMS notifications Social Media channels: Facebook and Twitter Phone Call 80 % Bill Insert 75 % Study conducted by Metrix Matrix Social Medial 4 % SMS 2 %

9 Satisfaction With the Notifications Received On a scale from 1 to 10, how satisfied are you with the notifications you received from SCP 1? 95% Meter Change Out Tree Trimming 92% Unplanned Outage Planned Outage 89% 93% able to plan our day so we could take a shower and do laundry. It gave us a heads up. I do not know any other company that would give you notification. 1 Percentage of respondents that ranked a 7 or higher The mean response was 9.3 What was the primary reason for the notification satisfaction score? Pleased they were informed: 168 responses Timeliness: 44 responses They gave us plenty of advanced notice and gave us more than one notice. we can plan our activities around the outage, especially when my husband is on oxygen. Study conducted by Metrix Matrix

10 Effectiveness of the Notification Process On a scale from 1 to 10, how effective was the notification process in keeping you informed 1? 90% 91% 87% 97% Meter Change Out Tree Trimming Unplanned Outage Planned Outage 1 Percentage of respondents that ranked a 7 or higher Overall, 90% of respondents felt the notification process was effective in keeping them informed The mean response was 9.1 Study conducted by Metrix Matrix

11 TFCC Notification Process vs. Previous Notifications From SCP Overall, approximately 1 in 3 respondents said the new notification process was better than previous notifications received from SCP Communication is Better Meter Change Out Unplanned Outage Tree Trimming Planned Outage 18% 48% 39% 56% 60% of those that responded stated they either didn t recall receiving or had never received a notification before. They were pleased and surprised that SCP notified them of the particular event. Study conducted by Metrix Matrix

12 Respondents are More Satisfied with SCP as a Result Respondents were asked to specify how their satisfaction with SCP changed as a result of all the notifications received. Seventy-two percent indicated their satisfaction remains the same; however 1 in 4 respondents said they were more satisfied with SCP. 16% Meter Change Out customers who are more satisfied with SCP 27% Tree Trimming customers who are more satisfied with SCP 27% 47% 53% Unplanned Outage customers who are more satisfied with SCP Planned Outage customers who are more satisfied with SCP Overall, customer satisfaction with SCP increased by offering proactive notifications via TFCC Alert Study conducted by Metrix Matrix

13 Action Taken as a Result of Notifications Nearly 1 in 5 respondents took action as a result of the notification received Actions Taken Meter Change Out Unplanned Outage Tree Trimming Planned Outage 09% 10% 18% 40% Contacted a family member or neighbor Disconnected TVs, computers, appliances Ensured the meter was clear Rearranged their schedule to be at home or elsewhere Made accommodations for medically impaired Contacted SCP (tree removal) Study conducted by Metrix Matrix

14 Summary and Recommendations SCP experienced significantly greater customer satisfaction when providing proactive communications for planned (blue sky) and unplanned (mission critical) events Providing proactive communications for planned events is just as important as unplanned events Customers indicated they would have preferred multiple channels of communications including text, and social media Customers take action when properly notified via a preferred channel of communication SCP can improve their notifications by including more specific recommended actions SCP can improve the process by initiating an awareness campaign to prompt members to opt-in to text messages and subscribe to notifications SCP should invest in sharing more information via Facebook Create a Better Customer Experience with Proactive, Multichannel Communications for all Events

15 What We re Doing Now Instituted Twitter Increased use of TFCC Alert/greater acceptance by Operations First use of as communication channel with encouraging results Investigating additional text options desired by members Hiring a Communication Specialist to develop and manage electronic communications (internal and external)

16 Questions?