How to Communicate with Critical Customers During Outages

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Power outages, especially prolonged ones, can be a significant source of stress and anxiety for  customers.  However, for critical customers – those with life-sustaining medical equipment, elderly individuals with specific needs, or businesses vital to community function – these situations demand heightened attention and proactive communication from electric utilities.  Implementing best practices in handling these customers can mitigate risks, ensure safety, and foster trust.

5 Best Practices for Critical Customers

There are several best practices that utilities should adopt when communicating with critical customers during an outage:

• Focus on proactive identification and registration: The cornerstone of effective critical customer management is identification.  Utilities should agree on and document the criteria for being designated as critical customer and then identify all the entities in their service territory that meet these criteria.  This is easier said than done and requires a commitment to monitor and account for changes in customer needs or contact information.
• Create tiered communication strategies: Not all vulnerable customers have the same level of vulnerability, so a tiered approach to communication is recommended.  For example, higher-risk individuals may require more frequent updates, direct contact methods (phone calls), and potentially assistance during extended outages.  Lower-risk critical customers can be managed through outage text alerts, emails, and website notifications.
• Use multiple communication channels: Relying on a single communication method is insufficient.  Utilities must offer a diverse range of channels, including outage map, text and/or email alerts, dedicated phone lines staffed for critical customers to report outages, receive personalized updates, and request assistance, and social media.
• Leverage pre-planned support mechanisms: For the most vulnerable critical customers, having pre-arranged support plans is essential.  This might encompass battery backup programs, cooling/warming centers, bottled water provision, etc.
• Coordination with local agencies: Collaborating with emergency services, social services, and community organizations to provide a safety net for those most at risk.

By prioritizing these best practices, electric utilities can transform challenging outage events into demonstrations of reliability, care, and commitment to their critical customers, especially those that are most vulnerable.