Utility Week

Customers UTILITY WEEK | 8TH - 14TH JUNE 2018 | 23 Ways in which vulnerable customers can find it hard to interact with their utility provider Vulnerable customers can go through periods in which they will totally disengage with their provider and accounts (and may not have informal support networks they can rely on during this time). They can find it challenging to be proactive in their com- munications with energy providers even when the cost of inaction is high (and especially if they need to do so over the phone). They may be unable to leave the house or interact with others during periods of poor mental health, leaving those with prepayment meters reliant on others to top up on their behalf, putting them at risk of going without energy. They can equally struggle to engage, especially when proactive switching is neces- sary in order to get the best package or deal. They can find it hard to engage effectively with competitive markets when exposed to more aggressive sales techniques. Such prac- tices may lead to customers signing up to products/ services that are unsuitable for them. They can struggle to budget and control spending in other areas of their lives that end up impacting on energy accounts. They are not always able to find the "right moment" to disclose their problems to energy providers or are reluctant to do so due to concerns over data security, fear of being labelled and lack of clarity around the benefits. Let's get digital Technology is both hugely exciting and ever evolving. Here, we look at recent advances that are helping utilities work with vulnerable customers. Cloud technology Cloud technology has already revolutionised secure phone payment processing solutions, which offer a payment experience that's both customer-friendly and easy for agents to use. This means average journey times while securing sensitive payment information are significantly reduced – crucial for customer ease, confidence and trust in the service. Additionally, once an organisation has adopted a cloud-based platform, a range of additional capabilities can be integrated, such as automatic speech recognition (ASR) for phone payments. This means customers who cannot (or would rather not) use their telephone keypad still have the ability to recite their payment details, while still process- ing their payment in a secure, compliant way. As a bonus, this sort of accessible service that maintains security can make a big difference to both brand perception and customer retention. Debt collection software At last year's Consumer Debt Conference (organised by Utility Week), Stuart Ledger, the chief financial officer for retail at Thames Water, gave a prime example of how technology can benefit both companies and vulnerable customers simultaneously. He said Thames Water had reduced its debt to revenue ratio from 3.6 per cent to 3 per cent in a year by reaching customers in debt quicker, through the better use of data and more innovative customer contact channels such as automated phone and SMS text. As an extension of that, he said the company wanted to apply the same principles to smart meters in order to better manage its water balance and supply, with meter readings being taken automatically every 15 minutes. This would provide the customer with an up- to-date reading of their usage, but also allow the company to identify vulnerable custom- ers sooner by analysing their usage and behaviours. Integrated systems Setting up operations so that customers do not have to repeat themselves with regards to their vulnerability is critical to alleviating undue stress. Many companies have in the past talked about underinvestment in technology, leading to systems not speaking to each other. This is now a key cultural test. Do your systems support or inhibit the treatment of vulnerable customers? If the latter, it's time to seize the moment. Third party processes Improving or reworking third party processes can be a quick win for companies address- ing their vulnerability strategies. This is because these require set processes and are relatively self-contained. Significant benefits in customer advocacy and a reduction in operational loss can be reaped by looking at key common issues affecting vulnerability, such as bereavement. Translation software SSE has a dedicated translation service in place for customers who do not speak English as a first language, or who are unable to read or hear the company's communications. It said in a statement: "The service we can provide for some of our most vulnerable custom- ers is greatly improved by this instant translation service. Phone call lengths are reduced and the service received is of a consistently high standard." Accessible technology UK Power Networks has been adopting a variety of new ways to communicate with vulner- able people. Matt Rudling, director of customer services at UK Power Networks, says: "We were the first DNO [distribution network operator] to introduce Facebook Messenger as a means of connecting with our customers, and this is now our fastest growing customer channel – one of 18 different channels we have available for our customers. In the last year we have introduced video relay to enable customers who use British Sign Language to speak to us directly."

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