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Delivering Customer Service In A Digital
Economy
by Ir Hajjah Kamaliah binti Abdul Kadir
Senior General Manager (Customer Service)
Distribution Division, TNB
Agenda
1. Digital Economic
2. Background
3. TNB Top 5 KRA’s
4. Defining The Customer Service Roadmap
5. How To Improve Customer Satisfaction ?
6. Customer Service In Digital Economy
Digital Economic
Digital Economy refers to an economy that is
based on digital technologies.
Sometimes called the Internet Economy, the New Economy, or Web Economy
~ wikipedia
The Malaysian Scene
Digital Economic
Tenaga Nasional Berhad
• Electricity generation, transmission and distribution in Peninsular Malaysia.
• Market support services for power.
• 29,000 staff .
• Industrial, commercial, agriculture and residential customers
– 7.9 million customers in Peninsular Malaysia.
SAIDI
(mins per customer per year)
2005 – 148
2012 – 63.3
57%
Background
Tenaga has set “delighting the customer” as one of the themes for its 20 years strategic
plan “Over the years, as we grow and as our customers increase in numbers, it becomes more challenging to provide the best service. Rather than be daunted, however, we embrace this challenge and are constantly looking for ways to improve the experience of our customers in their dealings with TNB”
– TNB Annual report, 2011
“We have set up a Performance Standard of Electricity Supply Services with the purpose of improving our Minimum Service Level (MSL) and Guaranteed Service Level (GSL)”
– TNB Annual report, 2011
Background
TNB Top 5 KRA’S
KRA Rationale
Shape regulatory outcome
1
▪ Single largest financial impact for TNB ▪ Increasing regulatory pressure threatens current
structure of TNB
Exceed customer expectations
2
▪ Implementation of IBR requires significant year-on-year improvements
▪ Critical to achieve regulatory outcome ▪ Operational costs rising ▪ Strengthen TNB brand to prepare for regional championship
Drive operational efficiency
3
▪ Implementation of IBR requires year-on-year improvements and efficiencies are critical to achieve regulatory outcome
▪ Operational costs rising ▪ Strengthen TNB brand to prepare for regional championship
Grow profitable New Business
4
▪ Capture additional value in new generation business and minimize payments to IPPs
▪ Diversify Malaysia country risk ▪ Capture new sources of growth and profits
Transform organization
5
▪ Large change in organization required to deliver and sustain high aspirations
▪ Critical gaps in capabilities and leadership exist
Defining the Customer Service Roadmap
Diagnostic Aspiration setting and initiatives
Prioritising of initiatives
Description
▪ Analysis of performance in all channels, touchpoints, products
▪ Identify key priorities based on current performance and importance to customers
▪ Based on facts and field visits
Counters
Call centers
Internet
Partners
Value- added
services
Tariffs Discon-nection
Change of Tenancy
Feedback manage-
ment
Billing
Metering
Repair
Supply Connec-
tion
▪ Define 38 list of initiatives to meet aspirations across all aspects of the Customer Service Wheel
▪ Identify 22 initiatives to be launched in 2013
▪ 15 initiatives of highest priority
Counters
Call centers
Internet
Partners
Value- added
services
`Tariffs Discon-nection
Change of Tenancy
Feedback manage-
ment
Billing
Metering
Repair
Supply Connec-
tion
It is the most relevant
segment for
stakeholders
Management interview,
N=6
Domestic
82
Commercial
Industrial Others
10
It is the segment
which generates
most “noise” in the
media
To say the gates are
locked is a lame excuse
since the meter readers
can always ring the bell…
Over-voltage occurred
three times in the past few
years in my row of
terrace houses in Bukit
Rimau, Shah Alam…
About three months ago, I
received a whopping
RM615 electricity bill…two
months later, I received the
actual bill, which came to
only RM12.
17
17
17
50
Primary Objective
Be profitable
Achieve
satisfaction in
highest number
of customers
Provide value
for money “We should try to satisfy the largest
segment (domestic) as it is where
the noise comes from”
100% = 7.9 million
Consist of 82% of customer base
Achieve basic
satisfaction
everywhere
How To Improve Customer Satisfaction ?
Source: Tenaga; interviews; press search
Customer Service In Digital Economy
1. Websites. Providing areas on your website where customers can answer their own questions or seek answers from others.
2. E-mail. Using e-mail as a way to improve customer service and more quickly respond to certain needs or help requests.
3. Communications. Unifying communications so that you know that the customer who left a voice mail also sent an e-mail with the same request a few days ago.
4. Software. Better managing customer relationships with more sophisticated data-gathering tools, such as customer relationship management software.
Web Services E- Services E-Application Self Meter Reading
Current TNB Digital Economy Services
Email Notification Email Billing
Social Media Facebook –
External Customer Powerfaces –
Internal Customer
Mobile Apps iOS Android
Messaging SMS Whatsapp
Customer Service In Digital Economy
Future TNB Digital Economy Services
1. Communications. To develop and implement mobile apps towards real time work instruction to internal user.
2. Software. i. To develop and implement Billing and Customer Relationship
Management tools in a very simplified and user friendly.
ii. To rollout SMART METERS
Customer Service In Digital Economy
Source: Customer Service lab
Counters
Call centers
Internet
Partners
Value- added
services
Tariffs Discon-nection
Change of
Tenancy
Feed-back
manage-ment
Billing
Metering
Supply connec-
tion
“Best counters
of Malaysia”
▪ Full-fledge call
center
experience: best
in class
response time
“World class
call center”
▪ Interactive
TNB online
“The new
Internet”
“One stop shop” across channels
“World best connection
in 7 days”
E-application
Design and build
Re- liability/ Resto- ration
▪ New branch
format (including
enquiry and
payment kiosk)
20 21 22 ▪ 7-day Connection
process 1
2
3
“Error-free metering”
▪ Roll-out smart meters 9
▪ Transformation meter reader workforce 10
▪ End-to-end metering/billing
process enhancement 12
“Same day refund”
▪ On-the-spot deposit refund 16
▪ Web-based COT 17
▪ Expanded service scope across channels 24
▪ Interactive and proactive communication system 25
▪ Next generation front-line experience (including multi-
language reps)
26
“Accessible and comprehensive
information”
▪ Multichannel information services 13
▪ Comprehensive and easy-to-read bill 14
“No complain without answer”
▪ Single point of contact with 1 day reply 15
Customer Service In Digital Economy
18 initiatives were
detailed, covering all
aspects
of a customer’s
experience with TNB
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