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When utilities release self-service technologies allowing their customers to pay bills, monitor their energy use, or report power outages, their customers aren't always quick to participate. However, by implementing the five marketing tactics discussed in this slide show, utilities can dramatically increase adoption of their self-service solutions.
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#1 Launch to Your Internal Audience First
Educate your utility’s employees on how to use your self-service solutions Demo products and coordinate roll-out information with:
• Internal Leaders • Corporate Communications • Marketing Teams • Crew Teams • Call Center Staff and
Customer Service Personnel
Share details such as: • The self-service solutions available • The enrollment processes • How new solutions relate to older
solutions • How customer enrollments and
preferences are managed
Ensure CSRs know how to help customers self-serve – and how to handle on their behalf when needed
#2 Review Customer Touch Points to Optimize Customer Rollout
#3 Leverage These Touch Points to
Cross-Promote Solutions
• Include program information and enrollment processes in your CSR scripts, IVR scripts, and on-hold messages
• Prepare employees to educate customers and help them enroll at payment centers
Contact Centers and Local Offices
Websites and Customer Portals • Take advantage of website
traffic to promote solutions • Link web banners to
enrollment and download pages using clear “calls to action”
• Include links to solutions in your website’s navigation menus
Monthly Billing & Outreach • Promote your self-service
programs using inserts in bills and newsletters
TV Spot
Advertise • Reach a wider audience
with paid ads • Videos can also be used
to educate customers on how to enroll and use solutions
• Get creative - clever campaigns can go viral!
Green Mountain Power Facebook
Gulf Power Twitter Atlantic City Electric Twitter
Engage your customers on social media
FirstEnergy Press Release
Oncor Press Release
PR/Media Events • Notify local press when you
launch new self-service technologies
#4 Leverage Increased Engagement During Outages
Leverage engagement during power outages • Take this opportunity to inform
customers about self-service solutions
• Use local press interest to promote solutions and provide customer information
#5 Take Cues from Other Industries
Promote solutions across mobile channels
Email Bill Inserts
ATM/Kiosk Promos
QR Codes on statements and receipts take users to app
downloads
Don’t forget traditional channels
Kiosk Promos
QR Codes take users to app downloads
