COMMUNICATION CHANNELS Oracle research, presented to the Customer Council on April 21, 2021, (Figure 10) showed that in the next decade Generation Z (Gen. Z) is set to increase by over 140%, and by 2040 it will be twice the size of the Boomer generation. According to Oracle’s research, Gen Z is the generation that has been impacted the most by the pandemic and they continue to struggle to pay their bills. Direct contact with their utility has been crucial during the pandemic so it’s interesting to note that the phone has been a key channel across all generations. The role of CSR agents is not to be underestimated as they have been key to helping customers during these difficult times. Last year, SaskPower mobilized their CSR team to make proactive outbound calls to connect with, and help, customers while at the same time promoting e-billing as a safe alternative to receiving a paper copy of their bill. As a result, they were able to realize a conversion rate of 60,862 customers in 5 months.
Figure 10: Communication Channel preferences of Customer, Canada, 2021
26%
30%
21%
23%
0% 3%
20%
17%
18%
13%
7%
16%
7%
5%
1%
Gen Z (18-24 years old) Mail
Phone
Social Channels
1% 2%
Millenials (25-39 years old)
21% 1% 0%
6%
4%
27%
25%
19%
3%
30%
29%
2%
Gen X (40-54 years old)
Website
Text
8% 7% 6%
Boomer (55+ years old)
Mobile App
Chatbot/Digital Assistants
Source: 2021, Oracle Report: X, Y, Z - how to adapt to the generation shift and the new digital & sustainable customer? Sample Size: 506; 20% respondents included. Filter applied for Canada.
Customers globally are demanding better customer service and communication from their utility. According to Oracle’s research, 30% of Gen Z view their utility the worst compared to phone and online retailers. Close to 60% of customers surveyed in Canada stated that interacting with their energy provider feels like using an outdated cell phone. Although there are multiple on-line and offline marketing tools available in the market today, the Customer Council surveys show that most members use an average of 3 tools to communicate paperless billing initiatives. Figure 11 reflects current e-billing marketing channels adopted by members. Hydro Ottawa, with a 56% paperless billing adoption rate, is the only utility that employs almost all methods of communication channels to promote their e-bill campaigns, including self-service portals, bill onserts/inserts, radio, bus shelters, website / My Account portal, call on hold messaging, and google ad display.
Improving Paperless Adoption Rates with Industry Best Practices Report Update - The Canadian Electricity Association
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