POWERGRAMS

100% CONNECTED The Social Ladder Company adapts to ever-changing modes of communication Lumpkin, Amelia Benn, Toni Bishop, Julie Downs and Bishop Ryals engage customers through social media. Many people are changing their preferences of how they expect to do business, and like it has always done, Alabama Power is adapting. Social media channels like Facebook and Twitter offer instant messaging to millions, and an estimated 54 percent of Alabama Power customers have a Facebook profile. As employees and customers get more comfortable doing business with companies through social channels, there will be a rising expectation that they will want to do so with their utility. Utilities are moving quickly to adapt. An E-Source survey found that 92 percent of electric utilities in the United States and Canada have active Twitter accounts, and 86 percent are now on Facebook. That is up from just three years ago, when about half were on either of those social networks. But a much smaller percentage is actually helping customers through their sites. Alabama Power's Online Service and Support team (OSS) has five employees with Call Center experience. Led by Supervisor Paul Lumpkin, the team spends the majority of its time on email inquiries, with a goal of turning those questions around within a day. The team also responds to notifications that come in to Alabama Power's social media accounts. The OSS team members address those questions and comments in a more immediate, but not quite real-time manner. "Our goal is to respond to our online customers, regardless if their request comes through our website or a social media channel like Facebook or Twitter," Lumpkin said. "Many customers choose our online options because it is a form of multitasking and it fits well with their schedule." The OSS is staffed Monday through Friday from 7 a.m. until 7 p.m., and from 8 a.m. until 4 p.m. on Saturdays. Additional support is provided by specialists who extend those hours until 10 p.m. on weeknights and 8 p.m. Saturday. In addition to direct customer requests, the team monitors indirect mentions of the company. This function is important, as it can alert the company to issues that might affect Alabama Power's reputation, and gives employees a chance to either address an issue or be better prepared to deliver an appropriate response. In those situations, other departments are notified as needed, such as Public Relations, Corporate Security, Power Delivery or Vegetation Management. The big value the team provides revolves around customer satisfaction, said Lumpkin. Utilities that engage customers on social media report a noticeable bump in their J.D. Power favorability ratings. "That's really the bottom line for us: Being where our customers expect us to be and providing them with superior service where it makes sense," said Wesley Higgins, Technology Support supervisor. "We want to be available in whatever channel the customer chooses to interact with us. Whether it is face to face in a local office, or talking to them over the phone 24/7, or through social media tweets and posts, we are here to serve and satisfy our customers." By Ike Pigott 7

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