Utility Week

24 | 24TH - 30TH MAY 2019 | UTILITY WEEK Operations & Assets Roundtable Implications ahead All our panel believed utilities were working hard to comply with guidelines – although they would appreciate more understanding from regulators about the issues such obligations can cause on the ground. "We have brought them to our call cen- tres to show them some of the problems. They have listened, gone away, but nothing changes," revealed one speaker. However, overall the new data rules were helping industry, the council con- cluded. "Our customers tell us they really value GDPR," said one speaker. "It's a virtu- ous circle. The security measures and the regulations help them feel more comfort- able that we will do the right thing with their data. "Though, of course, we all still have to work to earn that trust in our own right." Supporting debt collection in an ethical and fair way "The challenge of debt collection is ‚ nding there's something you didn't know about when you're too far down the road," said one delegate. "Utilities have long used data to enhance debt collection activity but, ulti- mately, it's always that customer you didn't know a key piece of information about until it's too late – when you've perhaps caused distress. "You've always got that group of customers who just don't get back to you – until right at the end when you have the baili† at the door, or whatever the end process is. "It's the Holy Grail – getting that bit of information that stops you. Because no one wants to do that. It costs a fortune, causes delays and closes relationships with that customer forever. And as a utility in a monopoly position I don't want to break that relationship. Data seems the best way to help us." One retailer pointed towards the poten- tial bene‚ ts of helping customers save in advance for colder months, an idea already being trialled. Identifying vulnerable customers, without compromising theirrights Data roadblocks can drive you to deperson- alise your response, said another operator, particularly for vulnerable customers. "It's an interesting contradiction. Plus, there is real suspicion about data, even extreme anxiety for some customers, certainly around smart meters. They want to know why you have their data, what you plan to do with it." Ensuring we support those customers at the margins is vital, said another speaker. "We need to think more about the ones who are slightly di† erent in all of our systems – how do we know about them, and how do we keep up to date when their circum- stances change?" Delegates o† ered examples where cross- utility data-sharing, between networks and water companies, had worked well. And a water representative who has seen much ethical work done in this area, with those struggling to meet bills, revealed it can empower customers as well as build trust. Data can also help "red ‹ ag" emerg- ing problems, highlighting those going through life-changing events, like job loss or bereavement. There was a word of warning, though, from a delegate who said knowing cus- tomers' deeply personal data can prove a double-edged sword. When things go wrong and they think you are not recognis- ing their need, then trust can su† er. Collecting, using and protecting data One networks delegate said a fundamental hurdle was the fragmented nature of the sector, its di† ering protocol, and protec- tions in the wrong places. "We don't all have access to the same supplier data about customers, but people expect us to know about them entirely from a utility perspective. These basic data issues must be sorted ‚ rst." On data breaches, utilities should operate on the assumption not of "if " but of "when" customer data will be compro- mised, said another member. They should demonstrate how they would respond, as more authorised data entry points (such as smart meters) enter the utilities realm. "The pace of change is greater than the pace of maturity in cyber-security. But there's a lot we can learn from ‚ nancial services, which realised a lot of the data would be compromised and were quite open about that. "Customers are intelligent. They realise there is only so high you can build a wall. It is how you respond to the threat, and any breach, that matters. Also, if things play out as you say, it can raise a company's reputation." Transforming relationships through data "We do a lot of listening to our customers, taking feedback, it drives all of our product development," said one energy retailer, whose service centre tracks all contact reasons and drivers to understand every customer. It builds o† erings – such as help- ing customers better manage their accounts and data preferences, which are things people say they value. "When rolling out smart meters we saw a step-change in our uptake when the conversation became a proposition-led one using data, such as providing a breakdown of energy usage." And o† erings can be split out, with distinct products for more digitally engaged customers. But another supplier said it was impor- tant to di† erentiate between the possible – "innovation doesn't come cheap" – and what people actually desire. Customer engagement with technology is an issue, agreed another, as people look for the balance between seamless conveni- ence and control. "No-one wants to spend time managing energy use. They want to set parameters and let technology take over. The challenge we have is that products delivering that kind of sophistication aren't on the market yet, but we probably need to spend time now setting out principles for how such data would be used." Another challenge for utilities will be as parts of the market move ahead at dif- ferent stages, some customers will want to unwind decisions – requiring data portabil- ity, and deals that do not lock people in. DATA DISCUSSIONS – SOME KEY THEMES The Utility Week/WNS Customer Trust Council of industry leaders in customer functions meets several times a year to exchange ideas and best practice. The council is now entering its third year. Brought to you in association with

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