The Social Utility in the Winter Storm
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Findings from first ever survey on how Utilities and Consumers engaged over Social Media in a Winter Storm.
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The Social Utility in the Winter Storm
- 1. Copyright © 2014 Tata Consultancy Services Limited SOCIAL UTILITYHow Top Utilities Use Social Media to Improve Customer Satisfaction THE November 2014
- 2. The study tracked millions of conversations across social media platforms used by utilities during the winter storms of 2013-2014 in the US. The goal was to identify the most effective social media channels and strategies that helped drive engagement and customer satisfaction. ! Scope of the Study: Utilities: 15 Social Media Platforms: Facebook, Twitter, YouTube, WhatsApp, Pinterest ! Conversations: Over a million A TCS STUDY ON HOW UTILITIES USE SOCIAL MEDIA
- 3. tcs.com/socialutility UTILITIES' PREFERRED PLATFORMS AND MESSAGES Platforms utilities believe are key for customer contact Topic utilities believe is most important for their social media content 76% Twitter and Facebook Outage Communication 51%
- 4. tcs.com/socialutility TWITTER IS THE MOST USED PLATFORM DURING AN EVENT* rely on traditional news media use message boards/forums of consumers use Facebook 30% 26% 39% Other commonly used social media platform *An event could be, for instance, an outage due to bad weather
- 5. tcs.com/socialutility INTERACTIONS AND NEGATIVE SENTIMENTS TEND TO RISE AND EBB TOGETHER AS THE STORM APPROACHES ITS PEAK Negative Sentiments Total Interactions
- 6. tcs.com/socialutility ENGAGEMENT IS HIGH DURING THE 3 WORST DAYS OF WEATHER Average engagement level Engagement level during bad weather 21 49%%
- 7. tcs.com/socialutility NEGATIVE SENTIMENT IS HIGH TOO Negative sentiment during the three days of worst weather 35%
- 8. tcs.com/socialutility Negative sentiments linger longer than positive sentiments, thus having a greater impact on the Customer Satisfaction Index (CSI). THE POWER OF NEGATIVE SENTIMENT
- 9. tcs.com/socialutility DOES ALL THIS REALLY MATTER? YES!Utilities that engage with their customers throughout the year and manage social media conversations better score higher on CSI.
- 10. tcs.com/socialutility CUSTOMER SATISFACTION SCORE IS CRITICAL For Customer Retention For Regulatory Approvals For Consolidation As competition grows due to deregulation To increase rates as costs rise To scale up the business + $
- 11. + tcs.com/socialutility HOW CAN UTILITIES IMPROVE CSI? A mix of tactical and strategic social media initiatives that leverages multiple technologies can improve their score SMART METERS MOBILE APPS GIS BIG DATA
- 12. tcs.com/socialutility TACTICAL STEPS Spread Interaction Beyond Crisis Period ! ! ! ! ! ! ! ! Expand Communication Topics Beyond Outages ! ! ! ! ! ! ! Leverage Technology ! ! ! ! ! ! ! ! Improve Response Time ! ! ! ! ! ! ! To score higher CSI To enhance engagement To deliver real-time weather feeds and alerts, outage maps From over 5 hours to less than 1 hour +
- 13. tcs.com/socialutility STRATEGIC STEPS Contextual Targeting Engagement Analysis ! ! ! ! ! ! ! ! ! Channel Marketing Micro Segmentation To drive conversions and retention For increased customer centricity For maximizing reach and engagement For more customized communication
- 14. 14 Copyright © 2014 Tata Consultancy Services Limited The Social Utility How Top Utilities Use Social Media to Improve Customer Satisfaction #TCSUtilities #SocialUtility www.tcs.com/socialutility Download the Social Utility Report Join the conversation on Twitter Share this presentation on Twitter tcs.com/socialutility