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28 | 19Th - 25Th FEbrUarY 2016 | UTILITY WEEK Customers Market view S evere weather is inevitable for electric- ity providers. From gale force winds and snowstorms to floods, there are myriad bad weather incidents that can lead to outages. For example, Storm Desmond caused flooding that took out power for more than 60,000 households. When severe weather hits, how can utilities avoid a storm of customer dissatis- faction? The immediate response is clear: restore service disruptions as quickly as pos- sible. But there's another business impera- tive utilities can't overlook: customer service. In general, UK utilities lag behind their US counterparts in terms of storm-related cus- tomer service. But with inclement weather on the rise in the UK – and growing demand for better service – the pressure is on UK util- ities to deliver a higher standard of customer service before, during and aer a storm. Look to US customer service There are a few reasons why US utilities are a little better positioned than UK providers to offer more robust customer service during storms. First, the US has experienced more severe weather conditions than the majority of the UK, necessitating more refined and broad-based disaster response standards. In the wake of Hurricane Sandy, for instance – which le 8.66 million people without power – the US utilities sector took steps to improve incident response industry-wide. US con- sumers tend to have a higher level of service expectation from their utilities, so expect more comprehensive and timely information, particularly when there's an outage. In the UK, there's a growing need for better customer service during storms – a fact that was starkly illustrated last year. Storm Desmond was particularly damaging for networks, leaving tens of thousands of people without electricity and prompting a widespread effort to restore power and pro- vide stronger customer service. But more frequent severe weather isn't the only factor driving the need for storm-focused service improvements in the UK; evolving technol- ogy is also shiing consumer preferences. In this connected age, customers expect imme- diate and informative communication with their providers during a storm and this is not expected to lessen. It's time for utilities to meet that expectation. Support at every phase For utilities, storm response breaks down into three phases: before, during and aer. Here are some 28tools and strategies some of the most successful US utilities use to ensure customer connectedness throughout the life- cycle of a storm. • Before: This is all about proactive com- munication. For utilities, this means antici- pating and answering likely customer questions. What should I do if the power goes out? What strategies do you have in place for dealing with the expected outage? If I lose power, how quickly can I expect it to be restored? Utilities need to answer these questions before they're asked, using out- bound communication to reach the customer before a storm hits. Unfortunately, few in the industry are doing so: according to a J.D. Power study, proactive communications from electricity providers only reached 7.3 per cent of customers last year. To improve, utility providers should adopt a multi-channel out- reach approach that harnesses all the differ- ent platforms modern customers use, from calls and texts to mobile push and email notifications. One major box you must tick is consent from your customers, so look to implement a cutting-edge preference solu- tion that ties consent and notifications. There is nothing more powerful than a permission- based relationship with your customer. • During: Once a storm hits, utilities can typically expect a deluge of customer calls, and they have to act decisively to accom- modate every customer. First, providers need to make sure they're identifying and prioritising outage calls, which they can do via a dedicated outage line or strategic call routing solution. To support every caller, a high volume call answering (HVCA) solution with interactive voice response (IVR) comes into play. IVR systems designed to make self- service quick and efficient ensure that customers report their outage quickly and easily. An HVCA system will ensure you have limited risk of the line being engaged, while seamlessly delivering the customer infor- mation to the utility's outage management system enabling the outage to be reported. Social media platforms have also been a topic of debate related to the value in cus- tomer service outreach during a storm, since they already provide a meeting ground for the general public during weather events. In the five days leading up to, during and aer Hurricane Sandy, for instance, more than 20 million storm-related tweets went out. Some utility providers are already taking advan- tage of social media's capacity for broad- based communication. PSE&G, Duke Energy and a few others in the US have built a pres- ence on Facebook and Twitter and use both for storm outreach. However, there are draw- backs to using social media for customer communication during a storm. For instance, many utilities serve vast geographic regions, which can create challenges to delivering localised messages. Social media's instanta- neous nature also makes it easier to dissemi- nate misinformation, which can create more chaos in a severe weather situation. • Aer: The storm has died down, repair crews are out, and power is being restored – but that's not when storm-focused cus- tomer service ends. Utilities need to reach out to customers to summarise what their incident response plan involved. Customers will appreciate this transparency. This is also a vital time to collect customer feedback that could improve future communications. During severe weather events, outages are inevitable. When these incidents hap- pen, utility providers need to focus on the things they can control. That doesn't just mean restoring service – it also means keep- ing customers informed. Don't let an outage turn into an outrage. Weather conditions are changing, technology is evolving, and cus- tomers are holding their utilities to a higher service standard. Bolstering storm service is a necessary step towards earning and maintaining customer loyalty. Greg Ablett, senior VP of utility and business support, West Corporation How to weather the storm With inclement weather on the rise, the pressure is on UK utilities to deliver a higher standard of customer service before, during and after a storm. US utilities can offer some pointers, says Greg Ablett.