The convergence of advanced data analytics, artificial intelligence, and multi-channel communication platforms is reshaping how utility companies manage outage information. From artificial intelligence predicting restoration times to mobile apps that provide real-time updates, the power industry is embracing innovative technology to keep customers informed and satisfied.
Chartwell’s 2024 Outage Communications Industry Survey, drawing insights from 44 utilities serving over 99 million customers across North America, reveals a major shift in how these essential service providers are tackling one of their most challenging tasks: keeping the lights on and their customers in the loop.
Embracing Technology for Enhanced Customer Engagement
One striking trend revealed by the survey is the widespread adoption of innovative technologies to improve outage communications. Utilities are reporting success with customer enrollment in outage alerts. For instance, Cobb EMC increased its outage alert enrollment from a mere 0.7% to an impressive 20.5% of its membership. Similarly, Entergy successfully auto-enrolled 750,000 customers in SMS communications, leading to a noticeable reduction in call volume.
Mobile apps and enhanced outage maps are at the forefront of this change. An anonymous utility reported significant growth in mobile app usage for outage reporting, particularly following a major outage event in March 2023. This utility also mentioned using their outage map banner along with customer notifications to provide updates and ETR expectations during an F2 tornado event, resulting in no complaints about ETRs.
Another utility mentioned the implementation of a new in-house built outage map, demonstrating the industry’s commitment to providing customers with user-friendly, real-time information. ATCO Electric reported a comprehensive overhaul of their online outage map and mobile app, driven by Voice of Customer (VOC) data. Their improvements included enhancing the user experience, simplifying language, setting up agile notifications, and integrating feedback functionality.
Improving Accuracy and Timeliness of ETRs
Estimated Time of Restoration (ETR) accuracy remains a top priority for utilities. Innovative approaches to this challenge are emerging, with one utility reporting the implementation of a cloud-based machine learning ETR generator. Another utility mentioned the creation of a dedicated team to update restoration delays more frequently, resulting in more accurate ETRs during major events.
DTE Energy reported a significant initiative in this area too, stating that Customer Service and Distribution Operations are now aligned on estimate principles. They have instrumented the estimate process to identify gaps and have implemented several system improvements, including a 30-minute delay in non-storm situations before an estimate is generated, allowing their Outage Management System (OMS) to roll up outages more effectively.
Proactive Communication Strategies
A clear trend emerging from the survey is the shift towards more proactive communication strategies. Utilities are emphasizing pre-storm awareness and preparation. For example, FortisBC highlighted its success in providing advance notifications for planned outages and consulting with important businesses and public services affected by these outages.
Several utilities mentioned the implementation of incident command structures for storm response. An anonymous utility reported that their emergency management office now takes the lead when notable weather is forecasted, establishing an Incident Command structure that ensures consistent and easily accessible outage information.
Avista Corp emphasized their focus on pre-storm and outage awareness and preparation, indicating a shift towards proactive rather than reactive communication strategies. This approach helps customers prepare for potential outages and sets realistic expectations, potentially reducing frustration during actual outage events.
Cross-Departmental Collaboration and Customer Experience Focus
The survey highlights a growing recognition of the importance of cross-departmental collaboration in effective outage communication. PSE&G reported improved collaboration between Electric Operations and Customer Technology groups to better understand how they impact customer communications and overall customer experience.
Many utilities are implementing customer experience (CX) training across their organizations. PSE&G mentioned the development and completion of customer experience and soft skills training across Electric Operations via an annual CX Training module, driving awareness of how everyone can impact and improve the customer experience.
An anonymous utility in the Midwest reported that Customer Service and Distribution Operations are now aligned on estimate principles, highlighting how different departments are working together to improve the accuracy and communication of outage information.
Multi-Channel Communication Strategies
Recognizing the diverse needs of their customer base, utilities are increasingly adopting multi-channel communication strategies. Hydro Ottawa reported success with the launch of SMS/email outage alerts and online outage reporting for non-customers. Snohomish County PUD mentioned launching text outage alerts via their outage map and IVR, customizing ‘Storm Mode’, and developing a Broadcast Message tool for custom messages.
San Diego Gas & Electric highlighted their ability to communicate with over a million customers within an hour, highlighting the power of multi-channel, rapid communication strategies during outage events.
Leveraging Data and Analytics
The survey reveals a growing trend in the use of advanced analytics to improve outage communications. PSE&G reported implementing advanced analytics with their transactional surveys, using machine coding to classify customers’ free-form verbatims into action-oriented categories to help prioritize areas for improvement.
CenterPoint Energy mentioned the development of a machine learning model for calculating ETRs that considers additional attributes such as crew availability, area of outage, historical restoration timing data, and other field attributes. This data-driven approach allows for more accurate and dynamic ETR predictions.
Focus on Planned Outages
Several utilities highlighted improvements in managing planned outages. Duke Energy reported full implementation of their Planned Outage Portal (POP) for managing planned outages and advanced customer communications, indicating a growing focus on minimizing the impact of necessary maintenance work.
NiSource specifically mentioned improved planned outage communications as their greatest success in the past 12-18 months, underlining the importance of effectively managing these scheduled disruptions to maintain customer satisfaction.
Enhancing Overall Customer Experience
Austin Energy’s response highlights a comprehensive approach to improving customer outage experiences. They launched an effort that included enhancing web content and tools and introducing a new educational campaign to help customers prepare for outages. This multi-faceted approach, including multilingual integrated marketing communications campaigns, demonstrates the industry’s move towards more holistic, customer-centric strategies.
Interestingly, an anonymous Canadian utility reported that their new digital self-serve tools, including outage web chat and outage notifications, led to a decrease in outage-related posts from customers on social media. This suggests that proactive, easily accessible information can reduce customer frustration and public complaints during outage events.
Conclusion
Chartwell’s 2024 Outage Communications Industry Survey reveals an industry experiencing rapid change. From leveraging AI (Artificial Intelligence) for more accurate ETRs to implementing comprehensive, proactive communication strategies, utilities are transforming how they engage with customers during outages.
The most successful utilities are those that combine technological innovations with a human-centric approach, recognizing that effective outage communication is not just about delivering information, but about providing reassurance and maintaining trust during challenging times.
As we look to the future, outage communications will continue to be a critical area of focus and innovation for utilities. The trends identified in this survey – from the use of AI and machine learning to improve ETR accuracy, to the implementation of multi-channel communication strategies and the focus on cross-departmental collaboration – all point towards a more responsive, customer-centric approach to outage management.
By embracing these trends and best practices, utilities can turn the challenging experience of a power outage into an opportunity to strengthen their relationships with customers and enhance their overall reputation in the communities they serve. As the industry continues to evolve, we can expect to see even more innovative approaches to outage communications, further improving the customer experience during these critical events.