One of the most effective ways of developing a fruitful customer relationship is to involve customers right from the stage of planning and organising the services intended for them. Most of the organisations today use a web site as a public information platform. Interactive web sites are very popular today due to paucity of time, convenience and cost effectiveness. The evolution of
technology has helped this process.
Today, a web site is not only a source of information but also a virtual office in which a customer can buy and sell and look into all his/her personal details,lodge any complaint, look for any information, give feedback, etc. A vendor can post bills, get payment, get various reports, submit reports requested by customers and management etc. An employee can see his/her mail and other personal details. Today, customers expect a host of customizable solutions and statistical data such as rate plans with “what-if” scenarios, information on their consumption patterns, questions/confirmations on e-mails or SMS messages and other general information from their utilities. A web site is the most suitable tool for meeting such customer demands.
We now describe some of the features of an interactive web site.
technology has helped this process.
Today, a web site is not only a source of information but also a virtual office in which a customer can buy and sell and look into all his/her personal details,lodge any complaint, look for any information, give feedback, etc. A vendor can post bills, get payment, get various reports, submit reports requested by customers and management etc. An employee can see his/her mail and other personal details. Today, customers expect a host of customizable solutions and statistical data such as rate plans with “what-if” scenarios, information on their consumption patterns, questions/confirmations on e-mails or SMS messages and other general information from their utilities. A web site is the most suitable tool for meeting such customer demands.
We now describe some of the features of an interactive web site.
Features of an Interactive Web Site
We shall take up the following online services to be provided through the web site: Applications, special requests for services, complaints and submissions, regulatory aspects, and corporate social responsibility activity. All these are to be developed as per the requirement defined under the detailed scope of work. The complaints module should interface with the existing CRM software used by the utility. All the complaints in the database should also be available on the web site.In any interaction with the consumer, the web site should be able to capture the details, e.g., application information, requests and complaints, etc., and make it available to the personnel who would review the information and take appropriate action. The consumers should be able to see the status of their requests/complaints on the web site through user friendly software.
Applications
• New connection, name/load and category change: Applications for new connections, name/load and category change can be submitted by
individuals or organizations/companies to the utility. All the required data is captured in multiple forms. Once the data is filled and
submitted, an e-mail could be sent with a URL that can take the information to the utility personnel.
• The action taken by the utility can be stored for that new application.An e-mail request could be sent with action taken or information missing/needed to complete the application. This information about the new application may be stored along with the database created for requests and complaints generated from the web.
• Change in bill address and contact number: The billing address may be changed by the consumer after a valid login. It should be possible for the utility personnel to modify the address in their database after verification. The status can be posted on the web and/or an e-mail may be sent to the consumer on the action taken by the utility.
• Disconnection of supply and removal of meter: Consumers can request for disconnection and removal of meter. This may be done after valid login and further verification by the utility personnel.
Online Billing Details for Consumers
The consumer can access the bill details in the website. The information should be available for all the previous bills along with other information like consumption pattern on the web site. Apart from this, bills can be made available to the consumers through e-mails, and SMS. The billing details can be provided at regular smaller intervals also for consumers consuming high amount of electricity so that they can plan their resources well. After seeing the billing details in the web site, consumers should have the choice of making the payment right then, thus saving the inconvenience of going to a centre to make the payment.Special Requests
• Special meter reading: A consumer may request a special meter reading using the web site. A screen obtains the needed data and
forwards it to the concerned utility personnel. The action taken is recorded and may be viewed by the consumer.
• Bill summary with facility to email the document to a consumer:Bill summary may be viewed by the consumer and the same may be
printed by him/her. In addition, a facility for sending the same information through e-mail should be provided.
• Change in bill language: The consumer may request change in the language appearing on the bill through this facility.
• Bill due date alert with reminder facility through email: The consumer registration screen can have a screen to request several
facilities from the utility. One facility is to request for an e-mail being sent before the due date. The same facility may be used to inform the consumer that the account is in default and in danger of being disconnected.
• Newsletter: The consumer can opt to receive the utility newsletter, if any, in the mail or through e-mail using this facility.
Complaints and Submissions
• Consumers can register their complaints related to all services provided such as meter malfunctioning, billing, payment, etc. They
should be able to view the status of their complaints online.
• The complaints module should interface with the existing CRM software used by the call centre. All the complaints in the call centre
database are to be available on the web site including the complaints that DID NOT originate from the web site.
• Online visitors should be able to post articles for the newsletter and should also have the provision for giving their feedback. The visitors should be given various payment options to arrange for their payments with maximum ease.
Regulatory Aspects
This part of the web site should contain the relevant documents in PDF or HTML format to be uploaded as and when required. An example is given below.
•Business Associates Interface: There can be pages within the utility site for internal employees and business partners. These pages can take the employees to the login screen to connect to the system and the business partner links can take them to the web sites of the business partners. Employees or business associates can submit
We shall take up the following online services to be provided through the web site: Applications, special requests for services, complaints and submissions, regulatory aspects, and corporate social responsibility activity. All these are to be developed as per the requirement defined under the detailed scope of work. The complaints module should interface with the existing CRM software used by the utility. All the complaints in the database should also be available on the web site.In any interaction with the consumer, the web site should be able to capture the details, e.g., application information, requests and complaints, etc., and make it available to the personnel who would review the information and take appropriate action. The consumers should be able to see the status of their requests/complaints on the web site through user friendly software.
Applications
• New connection, name/load and category change: Applications for new connections, name/load and category change can be submitted by
individuals or organizations/companies to the utility. All the required data is captured in multiple forms. Once the data is filled and
submitted, an e-mail could be sent with a URL that can take the information to the utility personnel.
• The action taken by the utility can be stored for that new application.An e-mail request could be sent with action taken or information missing/needed to complete the application. This information about the new application may be stored along with the database created for requests and complaints generated from the web.
• Change in bill address and contact number: The billing address may be changed by the consumer after a valid login. It should be possible for the utility personnel to modify the address in their database after verification. The status can be posted on the web and/or an e-mail may be sent to the consumer on the action taken by the utility.
• Disconnection of supply and removal of meter: Consumers can request for disconnection and removal of meter. This may be done after valid login and further verification by the utility personnel.
Online Billing Details for Consumers
The consumer can access the bill details in the website. The information should be available for all the previous bills along with other information like consumption pattern on the web site. Apart from this, bills can be made available to the consumers through e-mails, and SMS. The billing details can be provided at regular smaller intervals also for consumers consuming high amount of electricity so that they can plan their resources well. After seeing the billing details in the web site, consumers should have the choice of making the payment right then, thus saving the inconvenience of going to a centre to make the payment.Special Requests
• Special meter reading: A consumer may request a special meter reading using the web site. A screen obtains the needed data and
forwards it to the concerned utility personnel. The action taken is recorded and may be viewed by the consumer.
• Bill summary with facility to email the document to a consumer:Bill summary may be viewed by the consumer and the same may be
printed by him/her. In addition, a facility for sending the same information through e-mail should be provided.
• Change in bill language: The consumer may request change in the language appearing on the bill through this facility.
• Bill due date alert with reminder facility through email: The consumer registration screen can have a screen to request several
facilities from the utility. One facility is to request for an e-mail being sent before the due date. The same facility may be used to inform the consumer that the account is in default and in danger of being disconnected.
• Newsletter: The consumer can opt to receive the utility newsletter, if any, in the mail or through e-mail using this facility.
Complaints and Submissions
• Consumers can register their complaints related to all services provided such as meter malfunctioning, billing, payment, etc. They
should be able to view the status of their complaints online.
• The complaints module should interface with the existing CRM software used by the call centre. All the complaints in the call centre
database are to be available on the web site including the complaints that DID NOT originate from the web site.
• Online visitors should be able to post articles for the newsletter and should also have the provision for giving their feedback. The visitors should be given various payment options to arrange for their payments with maximum ease.
Regulatory Aspects
This part of the web site should contain the relevant documents in PDF or HTML format to be uploaded as and when required. An example is given below.
•Business Associates Interface: There can be pages within the utility site for internal employees and business partners. These pages can take the employees to the login screen to connect to the system and the business partner links can take them to the web sites of the business partners. Employees or business associates can submit
Corporate Social Responsibility Activity
• Energy Club,
• Fun-interactive look and feel designed using flash elements on the home page,
• Energy Conservation – static/interactive page with flash elements to attract school children.
• Games – cost effective games that can be bought online aimed at disseminating information about aspects of energy. It should be possible to download games or play them online.
• Energy Club,
• Fun-interactive look and feel designed using flash elements on the home page,
• Energy Conservation – static/interactive page with flash elements to attract school children.
• Games – cost effective games that can be bought online aimed at disseminating information about aspects of energy. It should be possible to download games or play them online.
 |
| Examples of Corporate Social Responsibility Activity |
How to Make the Web Site User Friendly
We now outline some tips for making the company web site user friendly.
• Provide All Contact Information: Make sure to provide easy-to-look-for, clearly presented and complete contact information on the website. It is a common practice to provide the company address and main phone number at the bottom of each page. Detailed and alternative contact information along with department phone numbers and contact names should be provided on a separate Contact Page. This makes the customers feel comfortable. Also, an option should be available on the web site for making a complaint by the customer and the system should generate a complaint number.
• Testimonials from Existing Customers on the Site: Providing testimonials is another way of enhancing confidence in the services of the company. If potential customers can see that other people are satisfied with the service and are saying good things, chances are that they will be optimistic about having success as well. The best way to list a testimonial is to have a direct quote that is a few sentences long with the full name and company of the person giving the testimonial, rather than a short unidentified exclamation that appears to be taken out of the context.
• Executive Profiles and Pictures: Provide a brief introduction and a picture of the highest level executives of the company. This will help reassure the customer that the top level management is standing behind the company’s promise to provide high quality service. Seeing the name and face of a real person, not just a high level title, instils trust in the customer that the company leaders are willing to take responsibility and feel accountable for the company services and actions.
• Provide Plenty of Information on the Company and Services: Include information about the history, mission, goals, available services, etc. It is also vital to ensure that all information provided is current and accurate.Anticipate questions that customers may have and provide clearly presented information in an easily navigable and logical structure.
In addition to these more general tips, a number of specific suggestions for use of different virtual tools may greatly help increase effectiveness of a utility website and improve its user-friendliness. We describe them below.
•Enable customers to have online accounts and make online payments: Customer Service Representatives (CSRs) take calls on a regular basis from customers who have questions about their bills. Instead, customers can be given access to their accounts 24 hours a day through the company web site, thereby cutting the time CSRs spend taking these calls. Using this personal account, the customer can also make a bill payment by credit or debit card without leaving his/her home.
• Check the customers’ pulse: Customers are typically dying to tell the service provider what they think. Through a button on the site that gives customers a way to share their opinions, they could offer suggestions on
how to improve customer service.
• Make searching easy: Sites with lots of information can be difficult to navigate as customers look for answers to questions. A simple solution is creating a search function on the home page where customers type a word in a box and end up with a number of possible matches. This makes it easy for them to find what they’re looking for.
• Let’s chat: Online customer service is a simple way for site visitors to “chat” with a company representative via computer by allowing live interaction with customers while they visit the company site.
• Create a list of frequently asked questions: CSRs answer the same questions countless times. If the most common questions are on the web site with the answers, the customers can, suddenly, get answers to simple questions any time they want.
• Make fast response a priority: Every web site enquiry from a customer should be responded to immediately. Customers want quick feedback.Send test e-mails to continually check the company’s response to inquiries.
• Test load time: Check how fast it takes your site to load from a 28kbps modem, high-speed internet access, and regular dial-up service. Graphics are visually pleasing, but if it takes 20 to 30 seconds for a page to load, customers may become frustrated.
• Track results: After investing lots of money in building and marketing the company web site, it is worthwhile to check the results through software that tracks web activity. This kind of software products often provide information on where the visitors come from, how much time they spend at the site and if they come back or not.
Utility.com, which bills itself as "the first Internet utility," has a web site that enables visitors to view and pay bills, monitor electricity usage, and buyrefrigerator and home wiring warrantees. The company opened its virtual doors in March 1999 and had close to 50,000 customers by the end of 1999.
Utility.com focuses on residential and small business customers, with the company buying energy on the wholesale market and then reselling it to customers. From the company's web site, customers can buy, track and manage their electricity usage. They can also choose the day they are billed and when payment will be made. Utility.com gives customers the option of discussing billing and other matters via the telephone as well, though the Internet is the preferred channel.
Utility.com is one of an increasing number of utilities that offer Internet bill payment not only as a customer interactive tool, but also as a way to save on administrative expenses. Offering billing services online saves up to 80 percent over traditional billing methods. The billing information is also available to the marketing department, which uses it to target customers via e-mail for discounts on off-peak usage, when the company can buy power less expensively and pass those savings on to customers.
E-mails are usually answered within the same business day and almost always within 24 hours. To improve response time even more, the company is installing automated e-mailing answering software that will analyze incoming e-mail messages for questions, then search the company's database for the appropriate response and transmit it to the e-mail sender. When the system becomes operational, responses should take only one to two minutes.
The traditional utility companies are also taking advantage of the Web. We describe some of the experiences below. Potomac Electric and Power Company (Pepco), Washington, D.C.,redesigned its web site a year ago to offer customers interactive functions. With a goal to be more customer-focused, and build relationships with customers, Pepco web site now enables customers to pay their bills, conduct an energy audit and lease generators online.
The energy audit, HomePowerNet, is an online customer survey. After finishing the survey, the customer receives a report complete with recommendations on how to reduce power consumption. HomePowerNet is available to Pepco customers and non-customers alike. Pepco wanted to give customers in nearby areas the ability to monitor their energy costs, with an eye toward entering those markets through selling electricity and other services.
In addition to simply paying the bills, the Pepco customers can also handle items like stopping service and changing address online, alleviating the need and expense of live customer service agents to perform those duties. The primary goal in offering this capability was to provide the service to the customer efficiently, though the company also saved an undetermined amount of money.
The utility's largest customers enjoy an additional interactive feature − the ability to monitor their energy usage. Customer usage information is fed into Pepco's database, which produces a report enabling the customer to see if energy usage can be managed better in order to save money.
The customers of Brooklyn Union Gas, New York can get six-month energy usage and three-year billing information histories online. "It is our hope in the next few years to do 20 to 25 percent of customer interaction via the Internet,where they can use self service, rather than the call centre," says the project director, applications development. Southern California Edison enables customers to request information online.Among the items customers may request are:
• One-year histories of energy usage, bills and payment
• Pamphlets of energy saving strategies (for business customers using less than 500 kW per month)
Another valuable service utilities can provide online is the ability to e-mail information regarding power outages. That might sound a little odd at first glance because power outages would mean that a person's home computer wouldn't be working. But people often call in power outage problems from another location, such as work, where they do have Internet access. Sending the information via the Internet avoids jammed telephone lines, enabling the customer more time to explain the problem in detail, and giving the utility a better chance of finding and correcting the problem quickly.Florida Power & Light (FP&L) does this not only with power-outages, but also with a direct link to a form to fill out for street light outages. FP&L home page also includes phone numbers for customers to call based on the area they live in. If the automated response unit can't fulfil a customer' s needs, the customer is forwarded to a live call centre agent. The system also notifies the customer how long s/he will need to wait before speaking to a live call centre agent.
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