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MP electricity distribution company sets example in the utilities industry with conversations on WhatsApp
Madhya Pradesh Madhya Kshetra Vidyut Vitaran Company Limited (MPMKVVCL) partners with Gupshup to improve access to services for the state’s consumer base
Utilities Go Digital:
3.5 m
One Third
15K to 20K
MPMKVVCL Connects with 1 in 3 Consumers Through Chat
In collaboration with Gupshup, MPMKVVCL successfully navigated the challenges of bill distribution and other disruptions brought about by the COVID-19 pandemic through the integration of WhatsApp. We take pride in being pioneers in India, leveraging chatbots for seamless complaint filing, efficient bill distribution, and smooth payment integration.
About the Brand
Madhya Pradesh Madhya Kshetra Vidyut Vitaran Company Limited (MPMKVVCL)
MPMKVVCL is one of the 3 Electricity Distribution Companies (DISCOMs) in Madhya Pradesh, providing close to 5 mn connections. Faced with movement restrictions during the Covid-19 pandemic, MPMKVVCL embarked on an innovative journey of digitalizing customer interactions using chatbots on rich messaging apps.
The Brand’s Challenge
Traditional methods of electricity reading collection and bill distribution were severely impacted during the Covid-19 pandemic For two months of lockdown, due to stay at home orders and social distancing norms, the feet-on-street agents couldn’t distribute the physical bills. This led to a significant reduction in revenue for MPMKVVCL. During COVID, the customer care operators also couldn’t turn up for duty, and there was no one at the 100 seater call center to take consumer complaints. The DISCOM needed a resilient and efficient communication solution to address customer concerns and maintain service quality.
The Solution
MPMKVVCL partnered with Gupshup and strategically adopted WhatsApp for customer conversations
Leveraging features such as chatbots and automated responses. The first use case implemented was to replicate the complaint/grievance workflow of the call center on WhatsApp.
Subsequently, the DISCOM also implemented journeys such as accessing bills,
payment of outstanding due, applying for new or modifying connections, getting answers to common queries, and more. This move facilitated seamless interactions, allowing consumers to easily access information and resolve issues.
The Success
To drive discovery and promote the use of chatbots, MPMKVVCL used multiple tactics
Including regular features in newspapers, awareness campaigns, and encouraging consumers to register complaints through the platform. Consumers sending complaints from IVR and other mediums also were notified through WhatsApp about their complaint status and resolution, which again popularized the channel. This proactive approach significantly increased the adoption rate and positioned MPMKVVCL as a trailblazer in the utilities sector.
Use Case Summary
Solution
Conversational Support
Channel
Omnichannel
Industry
BFSI
