How do utilities reach the diverse, tech-savvy modern American consumer? This presentation will tell you how.

1. A New Era:
Today’s Customer Outreach Outlets
Presented By: Michael Steele
President & CEO
Advantage Communications, Inc.
October 14, 2013

2. Thank You!
Blake Weindorf, Chairman, Southwest Section, AWWA
&
Our Central Arkansas Water family!

4. 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.

5. 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.

6. What’s Changed?

7. What’s Changed?
http://www.youtube.com/watch?v=XuCQeYZU3Jo

8. What’s Changed?
We spend half of our lives consuming media:

9. What’s Changed?
Multiple Screens
http://www.youtube.com/watch?v=V2lSW3TTyRA

10. What’s Changed?

11. What’s Changed?
Customer Expectations!
On choice and flexibility:
“I want to choose how and when I interact with my water company.”

12. 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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13. Today’s Customer Outreach Outlets
How can you engage with customers now that will ensure future success?
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14. Brand Equity
Communicate Value!
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15. 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

16. Website
Interactive and updated

17. Online Bill Payment Options
Nationally, every 6 out of 10 customers want to pay their bills online.

18. Social Media
•
Engage employees
•
Post event information
•
Information about water conservation

19. Texting and Email
Text “WQR2012” to 99000

20. Public Relations

21. Billing Statement Inserts

22. Broadcast

23. 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.

24. 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.

25. 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.”
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26. Our Clients

27. Michael Steele
President & CEO
Advantage Communications Inc.
msteele@advantageci.com
501.374.2220