simplifying communication through CARES solution Implementation of Self-Service IVR Exceeds Customer Expectations IVR ACD Screen Pops CRM CTI Outbound Notification For more information, contact: Larry Wallace, Director Utility Markets Centurion, Inc. 727 431 5208 lwallace@centonline.com www.centonline.com 720,Brooker Creek Blvd. Suite 201 Oldsmar, FL 34677 Ph. 727-431-5299
Do you know how self-service IVR can improve customer satisfaction while improving collections? Talk to us to know more INTRODUCTION Utilities face new challenges on multiple fronts: deregulation, smart grid, increased customer expectations and the pressures to cut costs, among others. At the heart of it is the utility customer contact center, the department charged with implementing customer solutions with fewer resources. This white paper examines how utilities can integrate call center communication systems to successfully manage larger call volumes, improve customer service, reduce costs and project a professional business image. TREND: SELF-SERVICE CUSTOMER SUPPORT CONTINUES TO GROW AMONG UTILITIES Businesses have embraced self-service because it is the most cost-effective way to offer 24/7 customer support. Customers like self-service because it allows them to find what they are looking for without any delay of call waiting times to speak with an agent or e-mail response lag time. It is a win-win proposition for both entities. As Contact Center self-service options continue to expand due to cost, efficiency and customer care benefits, Interactive Voice Response (IVR) systems have become increasingly commonplace within utilities, according to Atlanta-based information provider Chartwell, Inc. in their recent report IVRs and Speech Recognition 2012. According to industry publication Intelligent Utility, any utility company looking to improve its customer care while reducing costs should look into implementing IVR technology. An IVR system can be a very effective costsaving initiative for a utility. It is estimated that, if the system is set up properly and integrated with an efficient CIS, about 20% of the customer calls can be handled through the system without any interaction from a customer service representative. For example, utilities can use IVR systems so their customers can receive up-to-date account information instantly (24 hours a day) and easily without having to speak directly to a person. Computer-Telephony Integration (CTI) also can be included where the customer's account information can be automatically presented to the service representative should the customer choose the option of talking to an agent. This screen popping technology claims to save from 5 to 10 seconds per call.
IVR technology also can be used to gather information. Some utilities have initiated business practices to where each customer they interact with is asked if they are willing to participate in a short survey regarding the call that is being completed. If the customer is open to this, they are put into this IVR survey mode, an the utility gathers a wealth of customer care and customer satisfaction information. Outbound Predictive Dialing is another feature of an IVR system. The system can dial out to a selected group of customers using the CIS database to inform customers of outages, delinquent payments and termination notices. Once a customer is contacted, the system can prompt the caller to make a payment or connect the customer to a live service representative and provide the rep with a screen pop of the customer's information. In short, more and more utility companies are depending on IVRs to improve levels of customer service while holding the line on costs. The tool also helps free up resources, allowing dispatchers and customer service representatives to off load repetitive and generally unproductive tasks so they can concentrate on more urgent matters. CHALLENGE: INTEGRATING THE HUMAN ELEMENT AND SELF SERVICE SYSTEMS The extent with which utilities utilize IVR systems varies significantly. Those whose corporate culture commands very personal service have elected to give customers the option of talking to a live representative versus going through their automated system. If customers select the automated system, their options may be limited to accessing their account balance, their next bill payment due date, and perhaps when their last payment was received. Utilities looking to handle as many customers as possible with the fewest number of customer service representatives make more robust use of their IVR system. Their customers can access account balances and payment dates, service termination dates, and payment extensions. They have integrated screen pops so if a customer transfers to a representative, the choices made by the customer along with other pertinent information is displayed for the rep once he/she is connected to the customer. Customers can access the system any time of the day. They can report trouble or outages using the IVR. They can request new service; i.e., moves or transfers to new locations. Many utilities are adding payment processing to their IVR systems, and many systems also offer fax on demand. CHALLENGE: INTELLIGENT SELF-SERVICE SYSTEMS ESSAENTIAL TO SATISFYING CUSTOMERS Customers want self-service options, but current systems are too burdensome, according to experts at the American Public Power Association conference. A key to making these systems cost effective is to ensure they are user-friendly. They need to be set up correctly, with clear definitions of each path, and easily understood instructions that can be followed by the customer. IVR containment success can largely depend on system usability, says Chris Brennaman, research analyst for Chartwell. Menu options presented in a clear and simple fashion can result in fewer contacts handled manually within a contact center. The key is in choosing an IVR solution that is goal oriented, which in turn will make it widely accepted by consumers because customers feel they are receiving a service that might not otherwise be available. Also, it will be favored over live operator interaction because of convenience and accuracy. SOLUTION: INTEGRATED UTILITY-SPECIFIC IVR HELPS CATER TO THE CUSTOMER Most utilities can't upgrade the entire customer contact system due to budget restraints. And they can t afford expensive hardware and software upgrades that may be unresponsive to future requirements. Gone is the traditional acquisition model of discarding and replacing components over time, only to come back a couple of years later and do it all over again. While there are many IVR systems currently available, not all of them are tailored specifically to the needs of utilities. A system that is utility-specific will feature message
scripting tools and call-handling logic that is driven by the needs of utility customers. Utilities should look for a solution that can adapt to legacy platforms and in-house telephony, and can offer integration, versatility, modularity and a unique set of benefits like: Cost effectiveness Ownership Portability Single point of contact for interface upgrade and support More efficient interconnection with back-office applications One connection for multiple channels High redundancy LAKELAND ELECTRIC EMPLOYS USER-FRIENDLY IVR FROM CENTURION, INC. The commitment that Lakeland Electric pledges to its nearly 170,000 customers goes far beyond keeping the lights on to making life easier and more enjoyable for its customers, who are also family members, neighbors and friends. The utility s goal is to provide electricity as a public service in a caring, yet business-like manner and at a reasonable cost. With that in mind, the City of Lakeland put out a Request for Proposal for an Integrated Voice Response system for use in the Lakeland Electric Customer Service Division. Lakeland Electric is the 3 rd largest municipally owned electric utility in Florida. Its Customer Service Division includes 65 full-time agents that respond to 500,000 phone calls per year through one call center located in the utility s Lakeland headquarters. We did not have an IVR in place at the time we sent out the RFP, said Andrea Harris, project manager with Lakeland Electric. We were actually just using a hold system/ voice mail with little selection. The utility chose CTI provider Centurion to implement the IVR. Centurion specializes in creating plug-and-play telephony systems known for their versatile, modular and affordable applications that can connect to any standard telephony technology used by utilities for customer service. Overall it has been a wonderful experience working such a group of professionals. There was never a time when we needed assistance or had a question that someone didn t jump in and try to resolve our issues, said Harris. The solution that Centurion provided allows customers to self serve a variety of their own needs 7 days a week/ 24 hours a day. Centurion integrated the new utility-focused IVR with Lakeland Electric s existing Avaya S1000 system. Centurion also wrote software to provide automation with the utility s existing Cayenta CIS System. Customers may now access their utility accounts by telephone with no wait time to retrieve account balance and due date, make a payment, update a telephone number, or request a payment extension. If they are winter visitors or returning to the same location they also can turn service back on, or turn service off. Of course, customers who still prefer to interact with an agent can choose to bypass the IVR for a representative during normal business hours. However, upon implementation of the new self-service feature, 25 percent of incoming calls to the utility were bypassing live representatives in lieu of using the IVR and this was prior to any promotion of the new service. In addition, 12 callers answered the new IVR survey, and 11 or the 12 were ecstatic with the new service. The utility has since promoted the new selfservice feature with billing inserts and on its Web site. We are very pleased with the results, said Harris. Once the customers slowed down long enough to hear the new options, they began selecting them and we are seeing a trend of them agreeing with using the IVR more and more.
Figure 1: Lakeland Customer Service Telephone Tree The second month into the implementation Lakeland Electric has received a total of 74,071 calls in the IVR. Of those calls, 28,652 transactions were completed in the IVR and only 51,447 requested to speak to a customer service representative. This is a much better trend than we had at the beginning, said Harris. The best trend is the check account balance feature. Already 15,161 have used this feature, which is real time.
THE CENTURION ADVANTAGE All of the Centurion team members were very easy to work with, very knowledgeable and helpful, said Harris. They provided useful documentation prior to the upgrade, excellent communication throughout the implementation and continuous support. While there may not be a one size fits all technology solution for customer contact centers seeking a fully integrated approach to saving both time and money, some critical factors that should be considered are: Flexibility -- Having multiple contact points means upgrades made in response to changing customer preferences can be completed at a lower cost and without major operational interruptions. Ease of use -- The more intuitive the application, the more likely it is that the customer will simply choose to help themselves, saving time and money for the contact center. Figure 2: CARES provides features and functionality other IVR / ACD systems can only deliver with multiple server platforms and vendors. ABOUT CENTURION Founded in 1981, Centurion, Inc. is a systems integrator with a suite of products that include: Industry Specific off the Shelf Interactive Voice Response (IVR) custom-designed Interactive Voice Response (IVR), Contact Center Software, CRM, Screen Pop and Dialers. Centurion s extensive client base and vast industry knowledge is due to our 31 years of effort in our given markets: Government, Healthcare, Financial, Energy, as well as Fortune 1000 and SMB Centurion solutions are developed to automate an organization s communication process with its customers. By automating customer communications in place of manual processes Centurion helps our clients increase efficiency, reduce costs improve interaction and increase profit. For more information please visit our website. We are at your service. Visit www.centonline.com or www.centurioncares.com for additional information. Maintenance and Support -- Ensuring that the quality and integrity of the system will not be compromised over time is a major benefit of contact centers with limited IT support.