“Innovations in Customer Management and Value-Added Services ”

30th August, 2019

Indian Power Sector – Changing landscape

• Indian power sector has been predominantly a Utility Centric approach wherein Customers have

to Walk-in to Utility Office, wait at the front desk to get their concerns resolved.

• Privatization of Power Supply Distribution has changed the landscape of Power Sector where in

Utility reaches out to Customer’s door step & now it is available on the finger tip of the customer.

• Power Distribution Companies operates as a Regulated Business (Governed by State Electricity

Regulatory Commission)

• Mumbai is the only city in India wherein Customer can select Utility of its choice

• Tata Power Company is India’s Largest Integrated Private Power Utility.

• Tata Power supplies Power to Consumers of Mumbai, Delhi & Ajmer.

BEST License Area

Tata Power License

Area

Electricity Distribution Business in Mumbai

Geographic Boundary of Mumbai and MBMC

Mumbai Demand 3600 MW

Demand 1800 MW

Demand 850 MW

Demand 950 MW

Consumer Base 25L,

58%

Consumer Base 7L,

16%

Consumer Base 11L,

26%

Consumer Base

43L

AEML License Area

Triggers for Digitalization & Innovation

Voice of Customers

• Complaints

• e-CSAT & CSAT

• Need Assessment

Voice of Stakeholders

• GoI Digital India Initiative

• Directives/ Reviews by GoM

• Ease of Doing Business

Voice of Business (Tata Power)

• Process Failure Analysis

• New Technology

• Cost Pressure

Key Stakeholders Expectations

• Ease of Access

• Quick Service

• Self-Service

• Experience

• Value for Money

Customer

• Enhance Digital Payment

• Low volume of exchange of Cash

• Redressal of Customer’s Complaint

Government of India

• Efficient Business Operations

• Optimized Cost of Operations

• Delighting the Consumers

Tata Power

Digitalization of Services along the Customer life Cycle

Customer Life Cycle

New Connection Application

Site Inspection

Installation & Release of

Power Supply

Seeking Information

Meter ReadingBilling

Offers & Incentives

communication

Operations & Maintenance

Bill Payments

ComplaintsRedressal

Mechanism

Disconnection & Reconnection of

Power Supply

Customer Touch Points

Key Account

Managers

(High Revenue Base Consumers)

Customer

Relation

Centres(14 Nos.)

Call

Centre

(Technical & Commercial)

e-Care Centre (Letters & e-mails)

Bill Payment

Centres(11 Nos.)

Physical Touch Points

Chatbot,

Voice Bot,

IVR,

WhatsApp

Digital Touch Points

Social Media -

Facebook, Twitter,

LinkedIn, Instagram

Customer Portal &

Mobile App

Digital Payment

Avenues

Road Map for Digitalization

Design

Share Business Requirement

Document & Selection of

Technology partner

Scanning the Technology

Engage with Domain or Subject

matter expert

Pilot Testing

Testing concept with internal

customers of Tata Power

Evaluation of Options

Scenario Planning with cost

Benefit Analysis

Review of Touch Points

Brainstorming session conducted

for customer requirement.

Moment of Truth

Listen to Voice of Customer &

Stakeholder

Roll Out

Full Fledge Roll out to all

external Customers

Digitally Listening to Consumers – e-CSAT

Process Improvement Done based on e-CSAT Feedback

1. Disconnection/Reconnection process was automated through SMS mechanism wherein calls is auto registered in CRM and

consumers are sent an SMS informing them about disconnection & the amount they are liable to pay for initiating reconnection.

2. New priority queue has been introduced on the Toll Free number 1 800 209 5161 to report related Fire Complaints, this is in

addition to the dedicated Fire Line Number – 25774399.

3. SMS Based Service for Documentation pertaining to various processes mainly Address Correction, Location & Timings of

Centre, Name Change, Changeover/Switchover etc.

4. Priority Access for VIP consumer – When a VIP consumer calls our helpline number from the Registered Mobile Number

(RMN) the call will be immediately connected to our Customer Service Executive without the consumer having to wait in queue.

Power of Voice – Google Assistant

Chatbot VoiceBOT

(Standard Responses)VoiceBOT

(Complex Scenarios)

70 K in FY 18 to 80 K in FY 19 0 K in FY 18 to 2 K in FY 19

Power of Fingers – Interactive Voice Response

Benefits of Self-Service IVR For Complaints Management

1. During 2017 monsoon (May, June & July) 1% of complaints were raised through self-service option and executives

worked additional hours to raise 49k complaints in CRM while each complaint took approx. 3-4 minutes.

2. During 2018 monsoon (May, June & July) 48% of Complaints were raised through self Services IVR. 24K Out of

48K Power Failure Complaints were logged through IVR.

3. During 2019 Mumbai Deluge on 1st, 2nd and 3rd July-2019 ~ 31% of Complaints

(4.3K out of total 13.8K calls were raised through self-service IVR) Kiosk

Advantage of Self Service IVR1. No Wait Time2. Auto Registering of complaint3. Auto dispatching of Complaint Number4. Estimated time for supply restoration5. Thru’ SMS Service

Integrating Competitors CRM System

Benefits:

1. Cost saving

• Rs 32 K per manpower per month for Outbound Calling 3 Nos. of Seats

• Rs. 10K per month for Telecom cost for complaint logging

2. Cycle Time Reduction: Delay of 10-15 mins, reduced to 10 sec. without manual intervention

3. Customer Convenience: Agents are able to provide feedback to customers instantly

Online Application on Web & Paperless Office at

CRC

Key Benefits

Rs. 13 Lakhs savings achieved (Scanning by backend team eliminated )

Rs. 6 Lakhs saving towards document storage charges (eliminated)

Rs. 9 Lakhs saved towards Courier charges

Carbon Foot prints approximate 3.5 tons approx.

Cycle Time reduced from 3 days to 1 hr. due to digitalization.

Know Your Electricity Consumption - On the Go

The customer gets an Email on a daily basis in the following format with an enclosed linkHalf Hourly Trend of the Energy ,Demand & PF over last 24 Hrs.

Saving of energy & money

Fire Safety Assessment – Digitally

Kamala Mills Fire in Mumbai

• 14 people were killed & 12 injured

• No escape route

• Non compliance of Fire & safety norms

Old Audit management:

• Pen Paper used

• Later manual excel entries

• Record tracking difficulties

• Unavailability of central repository

New Audit management:

Uniqueness – Mapping of Consumers on GIS

Map

Reaching out to Common Man – Digital Payment

• Consumer’s Time Saving

• 50% Customers Adopted Digital Aggressive CampaignLocal Authorized Agent

% Digital Payment (Volume)

30%

35%

40%

45%

50%

55%

60%

65%

70% 65%

55%

60%

Cost of Payment Collection

-

2

4

6

8

10

12

Rs./Transaction

Post Transactional Feedback Score (CRC)

3.76 3.80

4.02 3.98

4.04

3.94

4.07

4.17 4.19 4.24

3.50

3.60

3.70

3.80

3.90

4.00

4.10

4.20

4.30

Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan- 19 Feb- 19 Mar- 19

Scale of 0 to 5

Customer Satisfaction Results

8986

9189

8083

8078

Overall Residential Commercial Industrial

Tata Power FY19 Tata Power FY18

Satisfaction on Concern Resolution has improved drastically from last year (CY-87,LY-73)

due to various initiatives taken by the organization

Benchmarking with other UtilitiesCSAT Results Mumbai – FY19

89 86 91 8980

8877 76

62 5965 61

7785

7967

Overall Residential Commercial Industrial

Tata Power BEST Adani CESC

Comparative CSAT scores with other Utilities

Cost saving of Rs. 2 lakhs in 10 Months

Activated e-bill for

4,000 Consumer

Activated e-payment (NACH)

for 5,000 Consumers

Saving Trees & reducing 1000 kgs. of CO2

Pledge to Go Digital & Save the Environment

Tata Power Distribution – Power Industry First Initiatives (India/Mumbai)

Date Key Initiative Key Achievement

Apr, 19 Bill in the Box roll out 1st in Indian Power Sector

Sep, 2018 Voice Bot TINA roll out 1st in Indian Power Sector

Jul, 2018 All Women Customer Relation Centre 1st in Indian Power Sector

Jul, 2018 Power Reward – Loyalty Program 1st in Indian Power Sector

Apr, 2018 Digitalized Payment through e-NACH 1st in Indian Power Sector

Feb, 2018Dynamic Bharat QR code payment option printed on the power

supply bill1st among Power Utilities in Mumbai

Jan,2018Dynamic UPI-linked QR code payment option printed on the power

supply bill1st among Power Utilities in Mumbai

Apr,2017Chatbot TINA (Tata Interactive App) a bot powered by Artificial

Intelligence1st in Indian Power Utility Sector

Apr, 2016 Fully integrated Mobile App on MCF platform with unique features 1st in Indian Power Utility Sector

Apr, 2015 Spot Billing & Spot Collection 1st in Indian Power Utility Sector

How we Sustain this Journey

Digitalization Journey is sustained thru’

• Annual engagement with existing Technology Giants Companies & Start-up companies–

e.g. TCS & SAP and Yellow Messenger & Near By, etc.

• Benchmarking with other Utilities – covering Power Sector (CESC), Gas Sector (MGL),

Telecom (Vodafone & Air Tel), etc.

• Systematic Feedback to Individual Functions for Process Improvement – Monthly

feedback from PTF towards Process Improvements are shared with the respective stake

holders for making customer friendly business processes.

• Imparting Cross Functional Training to Agents & other team – Training of Front End Team

in using the Scorecard Dashboard to track & understand the feedback system.

Strategic Importance to Organization

Digitalization Provides

• Competitive Advantage

• Retention of Customers through enhanced services

• Cost Optimization while carrying out operations of the business

• Automation & System Fool proofing helps to reduce Customers Complaints

• Provides opportunity to stay ahead of the curve “First Mover Advantage”

Way Forward

• AI enabled auto e-mail Draft Response for e-Care Centre,

• Google Voice Assisted High Billing Complaint Resolution thru’ BOT

• Workflow based interactive Mobile App of Microsoft Kaizala,

• Take a Picture & Generate your Bill & make payment on the Go

• Web Chat for Call Centre

Thank You!

Private and Confidential

Disclaimer: The contents of this presentation are private & confidential.

Please do not duplicate, circulate or distribute without prior permission.

mkgupta@tatapower.com

Key Stakeholders Contribution in Digitization

Name Designation Role

Consumers Local Influencers/ Society Secretary Ideation & Buy-in

GoI, MeitY, GoM Government Officials Digital Payment Direction & Review

Mr. Ganesh Srinivasan Chief – Transmission & Distribution Reviews the entire process and the outcomes.

Mr. Nitin Nikumbh Chief - Distribution Supply Mgmt.. Group Projects Owner

Mr. Manoj K Gupta Head - Customer Relationship Mgmt. Project Designer

Mr. Yelmanchli Goutham Key Account Manager - DSMG Safety Fire Assessment

Mr. Ruman Maknojia Lead Engineer-AMR & Complaint Analysis Know your electricity consumption

Mr. Sunny Puthran Lead Associate-Call Cntr &Digitalisation Adani Integration, e-Csat & IVR

Mr. Deepak Ojha Lead Associate - CRC, DSMG Artificial Intelligence and Paperless office.

Ms. Bhavna Sharma Lead Associate- Cust Del & E-Care Driving Paryavaran Mitra

Mr. Jagdeep Sangwan Group Head - Connection Management Online Application Forms