Utilities Doing Their Part on Covid-19Posted to TMG Consulting
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- Mar 19, 2020 8:15 pm GMT
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5 things Utilities are doing to help customers navigate Covid-19
Utilities have certainly faced their fair share of the “unexpected” over the years. Major storms, wildfires and other natural disasters have repeatedly gut-tested Utilities' operational resiliency and, at times, even the viability of their organizations. But in the face of these challenges, Utilities invariably respond big, stepping up their collective game when it really counts.
While it may not be as visible in the midst of these crises, how Utilities mobilize and act "during" these events can have big impacts on customer perception and brand long after the dust settles. In fact, it's after crises like these that we’ve witnessed some of the largest turnarounds in brand identity- both positive and negative. Since Utilities often operate in the background, it's what they do when customers are watching that has the biggest and most lasting impact on their perception.
What does this all have to do with Corona?
Of course, COVID-19 is not just another storm where Utilities have highly routinized processes for mobilizing resources, "rolling trucks" and stabilizing (and ultimately rebuilding) infrastructure. This is a new challenge for Utilities, as it is for most businesses operating today.
But it is still an opportunity for Utilities to step up once again, and find new ways to help customers navigate these coming weeks- identifying those things that can visibly show customers you understand them at an intimate level, and providing some immediate solutions to ease the burden.
Here are 5 things Utilities are already doing to make a difference during these tough times:
- Addressing Shifting Demand – The biggest impact on Utility customers from COVID-19 will be a spike their energy bill. Big shifts in demand (i.e. decreasing energy demand in office locations/ increasing demand in customers’ homes) have already been observed in the past week by Utilities actively monitoring interval usage. Innovative Utilities are now getting ahead of this by helping customers understand the effect of this reality, and providing tips and recommendations to help avert potential bill shocks.
- Increasing Digital Engagement – The increase in “social distancing” has dramatically reduced walk-in center traffic (for Utilities who still provide this service) and has already materially impacted call center staffing and availability. New digital channels implemented by Utilities over past few years will no doubt gain more traction in the coming weeks and months as our legacy channels decrease in availability. For some customers, this may be their first experience digitally engaging with your utility. What a great opportunity to really leverage what these new channels and technologies can deliver!
- Pricing and Rate Flexibility – The effects of this shifting demand will be exacerbated for customers on time-of-use rates which, by design, penalize peak usage. To address this, we're seeing some Utilities and retail energy providers temporarily revert rates to non-TOU alternatives as well as allowing customers to modify their energy plans mid-cycle.
- Modifications to Disconnect Policy – Many Utilities have already adjusted their disconnect policies to support customers whose income is being affected by the temporary closing of their work locations- a costly but necessary step to help customers navigate what could be a few weeks of total shutdown.
- Enabling their own Remote Workforce – Most Utilities have already implemented various forms of social distancing in their organizations, from reducing meeting sizes to fully closing down work locations. As a result, IT functions are working around the clock on their network and communications infrastructure to ensure continuity of business is maintained for this sudden shift to a remote workforce.
This list will grow in the coming days as Utilities do what they do best- look for new ways to help their communities get back on their feet during a crisis. It's one of the things that I’ve most enjoyed watching and participating in over my 30 year career in energy.
This is perfect opportunity to show customers that you understand them at an intimate level, and provide new and creative sources “smart value” that will create lasting impressions with your customers long after the dust from this event clears.