When utilities release self-service technologies allowing their customers to pay bills, monitor their energy use, or report power outages, their customers aren't always quick to participate. However, by implementing the five marketing tactics discussed in this slide show, utilities can dramatically increase adoption of their self-service solutions.

2. #1 Launch to Your Internal
Audience First

3. Educate your utility’s
employees on how to
use your self-service
solutions
Demo products and coordinate
roll-out information with:
• Internal Leaders
• Corporate Communications
• Marketing Teams
• Crew Teams
• Call Center Staff and
Customer Service Personnel

4. Ensure CSRs know
how to help customers
self-serve – and how to
handle on their behalf
when needed
Share details such as:
• The self-service solutions available
• The enrollment processes
• How new solutions relate to older
solutions
• How customer enrollments and
preferences are managed

5. #2 Review Customer Touch
Points to Optimize
Customer Rollout

7. #3 Leverage These
Touch Points to
Cross-Promote Solutions

8. Contact Centers
and Local Offices
• Include program information
and enrollment processes in
your CSR scripts, IVR scripts,
and on-hold messages
• Prepare employees to educate
customers and help them
enroll at payment centers

9. Websites and
Customer Portals
• Take advantage of website
traffic to promote solutions
• Link web banners to
enrollment and download
pages using clear “calls to
action”
• Include links to solutions in
your website’s navigation
menus

10. Monthly Billing
& Outreach
• Promote your self-service
programs using inserts in
bills and newsletters

11. TV Spot
Advertise
• Reach a wider audience
with paid ads
• Videos can also be used
to educate customers on
how to enroll and use
solutions
• Get creative - clever
campaigns can go viral!

12. Engage your
customers on
social media

13. FirstEnergy Press Release
Oncor Press Release
PR/Media Events
• Notify local press when you
launch new self-service
technologies

14. #4 Leverage Increased
Engagement During Outages

15. Leverage engagement
during power outages
• Take this opportunity to inform
customers about self-service
solutions
• Use local press interest to promote
solutions and provide customer
information

16. #5 Take Cues from Other Industries

17. Promote solutions across
mobile channels

18. Don’t forget traditional channels
Email
Kiosk Promos
QR Codes take users
to app downloads
Bill Inserts