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