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Using SMS for Customer Facing Utility Applications

Using SMS for Customer Facing Utility Applications. Rory Florence Director, Spintelligent Technology. SMS stats…. 1.5 billion global mobile phone users #1 country – China 300 million SA 16 million active customers 4Q2004 – 95 billion global SMS sent

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Using SMS for Customer Facing Utility Applications

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  1. Using SMS for Customer Facing Utility Applications Rory Florence Director, Spintelligent Technology

  2. SMS stats… • 1.5 billion global mobile phone users • #1 country – China 300 million • SA 16 million active customers • 4Q2004 – 95 billion global SMS sent • #1 SMS country – Phillipines (up to 200 messages/month) • Global monthly SMS : 36/user

  3. Africa… • Growth in the number of cell phones far outstrips the number of landlines due to: • Cheaper to lay down cable to a base station than to individual homes • Landline business is a near monopoly • Advantages of mobility and messaging

  4. Machine <-> Utility <-> Machine AMR, Condition monitoring, SCADA Staff <-> Utility <-> Staff Field force applications, Alarm monitoring, Database query, HR applications Customer <-> Utility <-> Customer Marketing Customer Service Measurement Self Meter Reading Outage Management Billing enquiries Prepayment vending Utility Application of SMS

  5. Characteristics of SMS? • SMS is the killer app for GSM in many (most) markets • The cell phone is the most accessible device for communication • SMS is very cost effective • SMS is immediate • SMS is well understood by customers across all segments • SMS allows for automated data collection • Two way communication with customer • Non-invasive, customer initiated • Real Time data • Cell numbers and history of engagement = advanced CRM • Analogous to E-Mail on the internet, with some key differences

  6. Self Meter Reading Outage Management Two examples

  7. Self meter reading is a growing trend in many markets Current data collection mechanisms: Website IVR Post card SMS provides an additional channel for self meter reading, with the following benefits - Self Meter Read

  8. Benefits of SMS Self-Meter Read • Low cost per meter read • Customer convenience • Instantaneous and real time collection of data • Supplements existing methods of read collection • Reads can be checked in real time • Reads can be scheduled with reminders at the customer convenience • Two way communication channel to the customer • Rapid deployment

  9. Example of a self-meter read card

  10. Acc No: 567891234986 Meter reading A: 102 Meter reading D: 203 567891234986 A102 D203 Example

  11. Self Meter Reading Customer reads questionnaire Reports generated Server in hosted environment Data fed through to utility database for checking Read typed into Customers cell phone Appropriate response sent back according to customer input Highlighting of any Issues, advanced CRM

  12. Self Meter Reading Outage Management Two examples

  13. Most outage management reporting from customers is by means of voice This is fine for low volume problems However, with extensive outages, this can overload call centres, increased cost & poor customer service perception Also considerable cost in keeping customers updated as to outage status SMS provides a new channel to communicate with customers during an outage event Outage Management

  14. Outage Management - benefits • Instant knowledge of outages • Immediate communication to consumers on the • state of an outage • Reduce load on call centers • Low cost of communication • Rapid Deployment • Improve consumer relationship • Integration into existing OMS

  15. Customer experiences outage at home Customer sends ‘O’ to the utility contact number If outage is known, utility replies with suitable message If outage is not know, system will reply that this is being investigated. Message is passed to DA systems. If outage is identified, message is sent to customer with expected up-time If outage cannot be identified, then call center calls customer Example

  16. Outage Management Customer reports outage Field reporting Server in hosted environment Information on outage sent back to customer Further updates sent back to customer Data fed through to utility database – Compare with known outages SMS/e-mail sent to required person / call centre

  17. Benefits of using SMS • Rapid data collection and analysis • Rapid appropriate response to required parties • Rapid deployment • Extremely low cost per interaction • Allows for multiple solutions • Encouraged response through incentives • Real-time data accessible via e-mail, web or client preference • Every customer is contactable

  18. Conclusion • These are just two examples of SMS playing a role in Customer <-> Utility interaction • Opportunity exists to leverage the mobile phone as more than just a voice phone • The user adoption of SMS will continue to grow at a rapid rate • The use of SMS will diversify into many different business opportunities • Customer initiated SMS for chat and services will be the predominant usage of SMS

  19. Thank You... Questions?

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