Mobile Site 22% Native App 7% SMS 6% 162 Utilites Surveyed Source: anypresence.com Utility Companies Embracing Mobile Technologies EXPERIENCE: UTILITIES Mobile is fast becoming the channel of choice for consumers to browse, shop and access services from companies. During 2012, smartphone adoption in the US grew to 106 million subscribers — that’s a 46% increase from the previous year (comScore MobiLens). Mobile is viewed as the fastest growing self- service channel, yet surprisingly only 22% of utility companies have a mobile website and even fewer 7% have a native app. Self-service, on the go Forrester Research estimates that utility companies can save roughly $20-$35 per customer annually if they offered a self-service channel for just billing and payments. Research further indicates that mobile will become the primary engagement channel for utility customers as well as for utility company employees working remotely. Consumers expect easy and convenient access to a host of self-service solutions on the go – whether paying their bill (the most frequently used transaction) or checking the status of a power outage. These services are no longer ‘nice to have’ on mobile but a basic customer expectation. A Paradigm Shift A spate of natural disasters and extreme weather conditions have changed the way consumers rely on mobile. When Hurricane Sandy hit the New York and New Jersey shoreline communities with such devastation, thousands of consumers relied solely on their mobile devices as a lifeline to friends and family. In the New York tri-state region, utility giant ConEd (Consolidated Edison) experienced a 1200% spike in traffic during Hurricane Sandy, and a 40% increase in page views. Statistics on Long Island, NY, proved equally impressive during the same time frame for Long Island Power Authority (LIPA), who reported a traffic surge of over 2,900%. 28 W. 23rd St, 6th Floor New York, NY 10010 e: [email protected] +1.212.965.5388 www.usablenet.com twitter: @usablenet According to NetMotion Wireless, 90% of field technicians and over 70% of both meter technicians and line crews are using a mobile device to do their job.
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Mobile Site 22%
Native App 7%
SMS 6%
162 Utilites SurveyedSource: anypresence.com
Utility Companies Embracing Mobile Technologies
ExpEriEncE: UtilitiEsMobile is fast becoming the channel of choice for consumers to browse, shop
and access services from companies. During 2012, smartphone adoption in the
US grew to 106 million subscribers — that’s a 46% increase from the previous
year (comScore MobiLens). Mobile is viewed as the fastest growing self-
service channel, yet surprisingly only 22% of utility companies have a mobile
website and even fewer 7% have a native app.
Self-service, on the goForrester Research estimates that utility
companies can save roughly $20-$35
per customer annually if they offered a
self-service channel for just billing and
payments. Research further indicates
that mobile will become the primary
engagement channel for utility customers
as well as for utility company employees
working remotely.
Consumers expect easy and convenient
access to a host of self-service solutions
on the go – whether paying their bill
(the most frequently used transaction)
or checking the status of a power
outage. These services are no longer
‘nice to have’ on mobile but a basic
customer expectation.
A Paradigm ShiftA spate of natural disasters and extreme
weather conditions have changed the
way consumers rely on mobile. When
Hurricane Sandy hit the New York and
New Jersey shoreline communities
with such devastation, thousands of
consumers relied solely on their mobile
devices as a lifeline to friends and family.
In the New York tri-state region, utility
giant ConEd (Consolidated Edison)
experienced a 1200% spike in traffic
during Hurricane Sandy, and a 40%
increase in page views. Statistics on Long
Island, NY, proved equally impressive
during the same time frame for Long
Island Power Authority (LIPA), who
reported a traffic surge of over 2,900%.
28 W. 23rd St, 6th FloorNew York, NY 10010e: [email protected]
+1.212.965.5388www.usablenet.comtwitter: @usablenet
According to NetMotion Wireless, 90% of field technicians and over 70% of both meter technicians and line crews are using a mobile device to do their job.
Fast Facts• Only 22% of utility companies have a
mobile website; even fewer 7% have
a native app (anypresence.com)
• 70% of consumers would opt for
an online-only service plan for a
10% decrease on their electricity
bill (Accenture)
• 57% of customers will not recommend
a brand after a poor mobile experience
(Google Mobile Playbook)
• 91% of consumers cite simplicity,
ease of use and being able to resolve
a request the first time – as the
drivers for customer self-service
adoption (Accenture)
Winning UX strategiesFirstly, the mobile site should be clean, simple
and fast. Convenience and access to an array
of services rank highly with customers.
We recommend stream lining the UX for 3 critical journeys, based on our UX best practices for utilities companies:
1. SERVICE CHANGE: The ability to start
& stop or transfer service, view power
outage maps and status, calendar view
of usage, and call center support.
2. METERING: The ability to easily enter
meter usage each month.
3. BILL PAYMENT: The ability to process
bill payments quickly and securely.
Additionally, we recommend
implementing a ‘click-to-call’ feature
which provides a direct link between
self-service on mobile to the company’s
call-center customer service team.
Providing easy access to live support for
those customers who prefer this route will
enhance overall customer satisfaction.
The Reliant mobile home page combines navigation and promotion. Finger-friendly icons make navigation simple. A promotional area at the top of the mobile page features swiping banners. Other screens on display here demonstrate how the site shows customers a clear snapshot of usage and calendar view for bill payment.
After signing in to the mobile site, customers have access to actions such as bill pay, special promotions and service options including “Start/Stop/Transfer Service”. The site makes it very easy to provide address and service delivery information when making a change request.
ConEdison’s mobile site features a clean home page with easy access to a wealth of customer options such as usage, outage status and maps, bill pay options and other important resources regarding energy consumption, safety and a click-to-call feature to quickly report gas, electrical and steam emergencies.
ExpEriEncE: UtilitiEs
Usablenet // Utilities — February 2013 Page 2
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