today's customer outreach outlets for utilities

 A New Era:

Today’s Customer Outreach Outlets

Presented By: Michael SteelePresident & CEO

Advantage Communications, Inc. October 14, 2013

Thank You!Blake Weindorf, Chairman, Southwest Section, AWWA

&

Our Central Arkansas Water family!

Understanding Your Customers

It is important to understand your customers’ perception of your business. We use market research to set a baseline for understanding consumer opinions. This enables us to market to them more intelligently.

Customer Needs

But…customer expectations are growing and changing with the times.

Water companies need to strengthen their bond with customers today to create a better business for tomorrow.

What’s Changed?

What’s Changed?

http://www.youtube.com/watch?v=XuCQeYZU3Jo

What’s Changed?

We spend half of our lives consuming media:

What’s Changed?

Multiple Screens

http://www.youtube.com/watch?v=V2lSW3TTyRA

What’s Changed?

What’s Changed?

Customer Expectations!On choice and flexibility:

“I want to choose how and when I interact with my water company.”

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What’s Changed?

On seeking advice:

“I want to share my views and participate with my water company via social networking.”

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Today’s Customer Outreach Outlets

How can you engage with customers now that will ensure future success?

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Brand Equity

Communicate Value!

Integrated Media

Use integrated media to communicate the value of your product and the functional benefits of events and programs:• Fix a Leak Week • Sprinkler Smart• Fire Hydrant Testing• Freeze Precaution• Drinking Water Week• Yard Debris Program

Website

Interactive and updated

Online Bill Payment Options

Nationally, every 6 out of 10 customers want to pay their bills online.

Social Media

•Engage employees

•Post event information

•Information about water conservation

Texting and Email

Text “WQR2012” to 99000

Public Relations

Billing Statement Inserts

Broadcast

Takeaways

• Without a branding process, relationships with customers and policymakers is

often ad hoc, and water rates will be determined by perception.

• Brand to create value.

• Everything communicates – be consistent with brand standards.

• Research and understand your customers’ needs.

• Tell your story and control the dialogue.

Takeaways

• Expand communications to all media and use it aggressively

• Signage

• Social media

• Public relations, etc.

• Be ready for the customer shift to online communications – don’t be left

behind.

• Hire a professional to manage communications and brand standards.

• Integrate communications into your strategic plan.

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Advantage Communications, Inc. Mission Statement

“The mission of Advantage Communications, Inc. is to serve our clients, associates, and community…by providing economic value to every relationship and to manage our business in the highest ethical manner…on the premise of value creation.”

Our Clients

Michael SteelePresident & CEO

Advantage Communications Inc. 

msteele@advantageci.com

501.374.2220