COMPUTERS & AUTOMATION TECHNOLOGY: Internet to Play Key Role in Future of Customer Service

By Karen DiVincent

No one can deny that the utility world is in an unprecedented state of flux. Increasing customer expectations, the privatization movement and performance based rate setting combine to form an atmosphere that is as challenging as it is changing.

Regardless of the resource demands created by these new trends, utilities still need to deliver safe drinking water, manage plants, and ensure that infrastructure is maintained. Given an environment that demands simultaneous budget restrictions and increased return on investment, this complex situation can stymie even the most experienced management team. As is so often the case in the modern world, technology, if properly applied, can be the utility industry's white knight.

With more than 76 million weekly Internet users in the US in 1998, and more than 207 million users expected by 2005, more and more people are turning to their computers for information and for service. Rather than picking up the phone, or driving to the store, today's consumers expect to place orders, request service, check status, ask questions, and even pay bills, online. And it is quite logical to expect that they will require this same level of service from their water utility.

Customer Service on the Web

A customer self-service web site, integrated with a sophisticated Customer Information System (CIS), provides benefits far beyond the "brochure wear" of traditional utility web sites. While it can allow customers to locate general information, such as the utility's address or dates for special programs, a true interactive site can do much more to contribute to improved customer satisfaction and operational efficiency.

With a self-service portal tightly integrated with the CIS, customers can access their account history and compare historical with current usage graphs. They can view their current bills, or choose to receive and pay their bills electronically via bank account, credit card or a payment consolidator such as Check Free. They can change basic account information such as name or phone number. They can initiate specific types of service orders, such as requests for letters of credit, or schedule move in/move out dates.

Additionally, they can request other types of service— service that the utility may not want automatically scheduled, such as meter re-reads— that can then be approved and scheduled by the customer service staff. They can order additional products or services that the utility might offer, such as water heaters or service contracts. They can send questions, and receive answers via this same portal. With even more advanced tools, they can "chat" online with customer service staff, a solution that eliminates the need for customers who have only one phone line to get off-line and call with detailed questions.

The benefit to customers is clear: they can conduct most of the interaction they need to have with the utility from wherever they are, whenever they want. The benefits to the utility may not be as readily apparent, but are numerous. First, it gives the customer 24 x 7 access without requiring the utility to expand service hours. Second, it reduces the number of calls, especially routine ones, to the call center, so fewer customer service representatives (CSRs) may be needed. Third, it changes the types of calls received, from simple to more complex, ensuring that the CSR role is more diverse and challenging. Fourth, it allows the delivery of a significant level of detailed marketing information to readers who have actively sought out the web site. Finally, it can provide a method for collecting demographic information of users by requesting personal information before customers can access their account information. This marketing channel is also significantly less expensive than other, more traditional methods.

Getting Started

With web technology relatively new, and qualified IT staff increasingly difficult to find, building and maintaining an interactive web site may appear to be beyond most resource-constrained utilities. An internet access system either implemented in conjunction with a CIS replacement, or implemented and managed by a CIS Application Service Provider, can support seamless incorporation of the technology into a utility's customer care strategy.

The first step in implementing an Internet based customer self care program is designing the look of the site. The utility should design the customer part of the site to match the design of the existing web site, and simply add a log on button for customer access.

"A user-friendly interface is essential for customer adoption," said Mark Crapeau, Executive Vice President of Orcom Solutions, which offers an Internet Access System with its Application Service Provider offering. "In order for your customers to use it, it has to be simple and seamless."

Second, the utility needs to determine what exactly it wants its customers to be able to do online. At a minimum, they should have access to their general account information, usage history, and current bill. They should also be able to contact the utility via e-mail. The utility may also opt to allow electronic payment of bills and initiation of specific types of service orders. Finally, the utility must decide if it will be collecting customer data for marketing purposes. Once these decisions are made, individual pages and associated interface points to the CIS are built.

Security is Everything

While consumers are growing more comfortable conducting financial transactions online, concerns for data security remain very real. The first step to ensuring the privacy of customer information is requiring a Personal Identification Number (PIN) for accessing any account information. This PIN should be chosen by the customer, but only after a call to the customer service center so a CSR can verify multiple pieces of customer information (such as name, address, and social security number).

Another level of security is available through the Secure Sockets Layer (SSL) protocol, developed by Netscape specifically for sending confidential documents via the Internet. SSL uses a private "key" to encrypt data being sent so only the desired recipient, which has the associated public "key," can decode the message. This protocol makes it possible to ensure the authenticity, the confidentiality and the integrity of the exchanged data, and is widely used in e-commerce for confidential information such as credit card numbers.

Conclusion

A multitude of industry drivers will force the utility industry to move to the cutting edge of customer service or electronic technology. The ubiquitous nature of the Internet should encourage utilities to take advantage of the improved customer service, reduced call center costs, improved CSR satisfaction, and additional marketing capability possible through this powerful technology.

If carefully planned and executed, the return on investment and the improvement in customer service possible through the implementation of this type of targeted technology enhancement can be significant.

About the Author:

Karen DiVincent is Communications Manager for Orcom Solutions, which offers an Internet Access System along with its Application Service Provider offerings.