Carolyn Ferguson | Utility companies offer benefits in the use of technology for customer care ... but there are challenges

EVEN BEFORE the advent of smartphones, the liberalisation of the telecoms industry promised ease of access to people and businesses. In February 2008, the World Trade Organisation (WTO) held a symposium on Basic Telecom Agreements in Geneva Switzerland. One of the presenters, Robert Pepper, highlighted that, productivity growth, maximising social welfare and innovation were among the benefits expected to accrue from the development of new business models. These benefits would have been made possible by the investment in information and communications technology (ICT) infrastructure.

There is no doubt today that people are communicating more, not just with other persons, but with online applications through apps, and even with artificial intelligence (AI). However, these are mostly products and services that are available from global platforms. What about the applications developed and integrated into local businesses with the aim of improving the efficiency and productivity of both the consumer and the service provider? Has the new era of technology led to greater ease, and less frustration in accessing local products and services?

A small online survey of 84 consumers was conducted by the Consumer Advisory Committee on Utilities (CACU) in March 2023 to ascertain the impression that consumers had of the way the major utility companies supported customers using the available interfaces.

Respondents were asked if they believe that the use of digital technology by Jamaican utility companies to interact with customers is of benefit to the customer: Of the respondents, 57 per cent said yes, 29 per cent said there was some benefit while the remaining 14 per cent believed there was no benefit. The main areas in which people agree that technology is beneficial are:

(1) Convenience and efficiency: It makes the company and its services more accessible to the customer, reducing travel and wait times.

(2) Less time to respond: Resolution and response to problems are quicker and processing of payment is faster.

(3) Good access to information: Customers are better able to track their usage and also be informed of service disruptions.

In contrast, those who thought that the use of the technology was not beneficial or only somewhat beneficial highlighted the following areas of concern:

(1) Clarification of some issues needs a customer service representative. The route through the digital application can be long, difficult, or frustrating without arriving at a point where the issue can be resolved.

(2) Lack of access to technology and the Internet for everyone.

(3) The elderly. This group of customers was also highlighted as some may be challenged in the use of the technology or may not have the devices or access necessary.

When asked if they believe that our utility companies effectively informed customers on how to use digital technology to get the service they need: 47 per cent of the respondents said no, over seven per cent felt that companies were only somewhat effective in informing their customers while the remaining 46 per cent said yes.

LIMITED KNOWLEDGE

Those who felt that the companies were not effective or only somewhat effective suggested that ongoing public education is needed. There should also be continuous hands-on demonstrations when customers go to the office of the service provider to do business. They also noted that some representatives have limited knowledge of the apps.

Those who believed that companies were effectively informing the customer highlighted that this was done through the use of popular social media platforms as well as the company’s website.

The results of the survey show that more can be done by utility companies to unlock the potential benefits of ICT. Consumers believe that service providers can create a better experience that would enable a wide range of individuals to benefit from these new avenues of service. The way in which the service is being delivered may be favouring the patient and savvy. More public education is needed on the use of the apps. When customers visit the business office, hands-on demonstrations can be done by knowledgeable customer service representatives. In-office media displays can be used to broadcast tutorials to customers waiting for service.

As utility companies focus on improving operational efficiencies, they should also make sure that the technology is appropriately integrated within the organisation. The reduction in staff count may be one way of gaining these efficiencies. However, it is important to have the necessary human expertise to address those areas that fall outside of what the app can deliver. This means that change management must be prioritised, as solving a customer issue or complaint oftentimes involves more than one team, going beyond just customer service agents to potentially include finance, marketing, operations and production.

Digital technology literacy and Internet penetration were also areas of concern. These would have to be addressed by a broader range of stakeholders that would include the education sector.

Digital transformation is now key to achieving success in customer service, as customers now expect fast and proactive service at their fingertips at any time and on any device.

Measuring the success of digital transformation should be outcome-based and tied to business objectives. So, the objective of a customer service representative should never be to end the call within a certain time, but to get the matter resolved.

If companies are intentional about involving all the teams that touch customer service, evaluating progress in a way that is consistent with organisational goals and managing workflow shifts throughout the organisation, digital transformation will open the door to a new era of connected customer experiences that build customer relationships and drive customer loyalty.

Carolyn Ferguson is an ICT consultant with the Consumer Advisory Committee on Utilities (CACU). The CACU is a utilities consumer advocate group of interested and concerned citizens, which advises the Office of Utilities Regulations with a forum through which it can receive consumers’ views on broad regulatory issues as well as their perspectives on issues affecting the relationship between the utility companies and consumers. Email cacu2@our.org.jm.