outage communications: using information to drive ... · robert gould vice president, marketing...
TRANSCRIPT
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Robert Gould Vice President, Marketing & Communication Nov. 14, 2013
Proprietary & Confidential Information
Outage Communications: Using Information to
Drive Satisfaction During Outages
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Agenda
• FPL overview
• Strategy and objectives
• Key findings from customer research
• Outage Communications
• FPL Power Tracker
• The future of FPL’s outage communications
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FPL serves much of the state’s coastal population, and as the state’s largest electric utility, it has a uniquely important responsibility to the grid
36 billion
assets in Florida as of June 30, 2013
$ 4.6 million
customer accounts
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74,000
miles of transmission and distribution lines
Less than
10,000
employees
1.1 million
poles
878,900
transformers
4.6 million
smart meters
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Strategy: Perform transparent, proactive, aggressive outreach with a customer focus
» 24/7 availability to
all stakeholders
» Logistic adjustments
for employees to ensure
coverage
» Coordinated, tailored,
company-wide
messaging
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OPERATIONS
GOV’T RELATIONS
CUSTOMER COMMS
SOCIAL MEDIA
PUBLIC PERCEPTION
REGULATORY
INTERNAL
COMMS INVESTORS
ADVERTISING MEDIA
WEB / VIDEO
EXECUTIVE
COMMS
COMMUNICATION
APPROACH
GOV’T RELATIONS
PUBLIC PERCEPTION
ADVERTISING MEDIA
CUSTOMER COMMS
SOCIAL MEDIA
WEB / VIDEO
INTERNAL
COMMS
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Satellite uplinks Mobile live backpacks Social media Websites Apps
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Objective: Reach as many customers as possible quickly with the information that they want to know
» Estimated time of restoration
» Cause of the outage
» How many people
are affected
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Proactively tell reliability story so that customers know that company is working hard to improve service before outages
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Proactively tell reliability story so that customers know that company is working hard to improve service before outages
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Florida Power & Light
Initial Outage Information Points Received
64%
54%
54%
37%
16%
16%
4%
2%
54%
42%
18%
24%
10%
13%
3%
3%
How long it would be before my power was back on
That work crews had been dispatched to my area
The number of customers impacted or area affected
The cause of the outage
When to call to get and update on your power
restoration time
The time the interruption began
Other
Don't know
Florida Power & Light Peer Set
Type of Information Points Provided
The estimated time of restoration was the top piece of information recalled during an outage
Source: J.D. Power & Associates, 2012 Residential Electric Utility Residential Customer Satisfaction StudySM
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Florida Power & Light
PQR Index by Source of Outage Information
PQR Index
N/A
794
749
734
706
673
667
667
661
651
578
2%
3%
6%
5%
2%
12%
47%
8%
32%
2%
510 560 610 660 710 760 810
Utility's own social media site
Utility communicated via email/text
Mobile/Smartphone application
Utility work crew
Online at utility website
Other
Nearby neighbor
None - did not get any outrage information
Radio/TV
Called the utility
Don't Know
Customer satisfaction is highest among those who received a proactive notification from the utility
Outage Channel Preferences
Source: J.D. Power & Associates, 2012 Residential Electric Utility Residential Customer Satisfaction StudySM
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Proactive Outage Notification
Residential and business customers feel FPL should provide proactive outage notification
Q5. Do you feel that FPL should proactively contact you when the power goes out at your home or business? Q6. Once your power goes out, how long should FPL wait before contacting you?
•SMB customers (n=1912)
8%
26% 22% 22%16%
4%
Less than 5minutes
Within 5 <15 minutes
Within 15 <30 minutes
Within 30 <60 minutes
Within 1 < 2hours
2 or morehours
How long after outage should FPL contact?(Among those who feel FPL should
proactively contact)
SMB Customers n=1166
•Residential customers (n=1959)
4%
18%22%
29%21%
4% 2%
Less than5 minutes
Within 5 <15
minutes
Within 15< 30
minutes
Within 30< 60
minutes
Within 1 <2 hours
Within 2 <3 hours
3 hours+
How long after outage should FPL contact?(Among those who feel FPL should proactively contact)
Residential Customers n=986
Yes, 61%No, 39%
Business
Yes, 50%No, 50%
Residential
FPL Outage Communication Research, November 2011
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14 Q12. And what would be your one most preferred method? PLEASE SELECT ONE.
All outage update delivery methods are acceptable; however, text messaging is preferred
Outage Status Update Delivery Methods Among those who have either received updates or are not opposed to receiving updates
30% 28% 24% 17%
Text message Telephone call to your business
location
Telephone call to you directly (cell phone or other
alt. number)
Most Preferred Delivery Method
SMB Customers n=1808
Business
38% 30%20% 13%
Text message Telephone call to
you directly (cellphone or other alt.
number)
Telephone call to
your home
Most Preferred Delivery Method
Residential Customers n=1783
Residential
FPL Outage Communication Research, November 2011
Continue to explore proactive notifications and additional technologies for outage reporting and status updates
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Customer reports power outage
Opts in to outage updates
Outage Update Process
Customers can opt in to receive key outage updates
» Report an outage 24/7 online or by calling
» Confirm to receive outage updates
» Updates provided between 6 a.m. and 10 p.m. every day
» Updates initiated automatically when ticket status changes
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Specialist arrives Referred to
service center ETR update
Confirm power is back on
Outage Update Process
Customers can opt in to receive four key outage updates
» ETR update when restoration estimate changes by more
than 60 minutes
» If power restored during blackout hours, call will be
completed next day at 8:00 a.m.
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Outage Update Process
Customers can opt in to receive four key outage updates
Outage update call
Post outage call back
FPL provides approximately
1.5 million
outage updates each year
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FPL Overview
FPL uses a multi-channel strategy to drive positive customer
perceptions in reliability and outage communications
Distribution Customer Communications
» 28 city media campaign
» More than 165,000 letters
» Five infrastructure hardening media events
» Dry-run media event @ FPL Command Center
Reliability
» 450,000 letters
» 200,000 emails
» Mandated communications
» Ground straps, meters, prearranged outage
» Outbound calls
Transaction
» 1,500,000 automated callbacks
» Live callbacks as needed
» Power Tracker
» Web outage reporting system
Outage
» Reliability outlier and service recovery communications
» 56,000 letters
» 65,000 calls
» 25 community and organization events
» Transmission work and events
Outreach
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Customers can view system improvements in their neighborhoods by visiting FPL.com/maps
FPL’s online System Improvement Map communicates reliability work to customers year-round
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FPLconnect more than
30,000 Facebook likes
8,400 Twitter followers
@insideFPL
FPL launched social channels in
2009
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A collaborative approach to social media
» No silos – everyone has a role
» Social media team accountable
for closing the loop with all customer concerns
» Establish rules of engagement
» Insist that processes are followed
» Take unique situations offline
» Identify conversation patterns
» Provide easy access to information
» Stay on message
» Use the appropriate tone
» Stay within limitations
» Legal on-point for quick approval
Confirm
the issue
has been
resolved
Field & Crew
Leaders
Storm Center
Communications
Call Center
Legal
Disseminate
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Social Media team provides governance and oversight to the Customer Service team and maintains an ongoing information connection with the Media Monitoring team
Storm Social Media Model
Real-time
monitoring on top
20 mainstream
media outlets
(Tweetdeck):
» Social profiles
» Websites
Monitor / report on
FPL mentions on
key social media
platforms
» Top themes
» Trends
» Platforms with most activity
» Spikes and drivers of activity
» Sentiment analysis
» Volume
Traffic customer
questions and
concerns to CS
team
Receive and
process customer
social media
mentions
concerning:
» ETR questions
» Downed power lines
» Other concerns
Media
Monitoring
Social
Media
Customer
Service
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Our command structure has a centralized clearing house for accurate, timely information
CIT provides a
single
information
source for customers, employees, media and government officials
Customer
Service
Marketing &
Communication
External &
Regulatory
Affairs
Distribution &
Transmission
Crisis Information Team (CIT)
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Letter-to- the-editor
Blogs
Robocalls
Videos
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Letter to editors
Videos
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Letter to editors
Blogs
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Breaker Reset Video
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FPL’s Power Tracker map provides information during blue sky and storms
Report or track power outages with FPL Power Tracker
www.FPL.com/PowerTracker
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Customers can obtain the latest restoration estimates by visiting www.FPLmaps.com
FPL’s interactive, online Power Tracker Map communicates storm restoration times and important updates
Provides videos on how to use the map and what causes outages
Provides the same information as other Care Center channels, including cause, customers affected, and restoration time
Shows the percent of customers throughout the territory who have power
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FPL’s Power Tracker Map also provides information during tropical storms and hurricanes
Map continued in “storm mode” until individual ticket
management was re-established
Affected counties are shaded and individual outages are not displayed
Videos are replaced with News Alerts
Reliability Tracker is replaced with a link to FPL’s Storm Center
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Media calls about outage numbers expected to decline significantly as a result of this change
FPL continues to refine the Power Tracker Map and this month will launch outage listings at the county level
Users can now click tab to see current status of all 35 counties serviced by FPL
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FPL continues to focus on a multi-channel communication strategy for outage communications
» Develop Customer preference portal
» Explore proactive outage notifications
» Expand social media, for outage updates
» Text-based outage notifications
» Enhance outage call back
» Continue to revise times of restoration
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