Tata Power Delhi Distribution Ltd, serving a population of 7 million in north Delhi, is very often cited as a very successful example of public-private partnership in power distribution. This power utility is known for its customer centric approach and for continually elevating customer experience. In this interaction, we have Dwijadas Basak, Chief — Customer Experience, Commercial & Social Impact Group, Tata Power Delhi Distribution Ltd, discussing the utility’s digital initiatives and its demand side management (DSM)-related activities. Basak discusses how the pandemic, the adverse impact on society notwithstanding, inspired Tata Power DDL to accelerate its digitalization drive in the ultimate interest of the customer.
The pandemic has inadvertently promoted digital technology, impacting the social and professional lives of people. What were digital initiatives introduced by Tata Power-DDL, especially during the pandemic?
Tata Power-DDL has always been a pioneer in taking customer experience to the next level. Amid the Covid-19 pandemic, when the nationwide lockdown was announced, we embraced digitalisation in all our customer services to ensure uninterrupted services for our customers.
With an aim to become a fully digital and networked utility, we introduced various initiatives to keep our customers informed, equipped, and empowered with the best of digital services with utmost ease:
- We created a dedicated Covid response section, “#PoweringFightAgainstCorona” on our corporate website with details about our new digital services introduced for the customers, such as Online New Connection/Attribute Change process, Self-Meter Reading option, digital platforms for bill payment, etc.
- For our customers’ better understanding and availability of information through the latest technologies and interfaces, we made several series of customer education videos that are available on our YouTube channel and our official website. These videos contain a step-by-step guide for using our online services such as bill payment, meter reading submission, downloading duplicate bills, registering various requests through customer login on the website, etc.
- A safety advisory on Covid-19 was shared regularly with our customers through our newsletter, outreach programs, e-mails, SMS, etc.
- Virtual outreach programs/events were organized to maintain continuous connection with our customers. For example, for the ease of our senior citizen customers, we facilitated bill payment by arranging collection vans in their vicinity.
- With an aim to ensure customer convenience, the company provided online provision for applying new connection and attribute change requests through the customer login section on the website and mobile app
- We also introduced SAMVAAD Mobile App to resolve customers’ queries instantly through Artificial Intelligence (AI) tool.
- Self-reading facility was introduced to enable the customers to provide meter readings.
- Virtual meetings were held with customers to maintain contact and get their feedback and suggestions.
“Digital initiatives have been an important focus area, even before the pandemic struck.”
Given that Tata Power DDL has always been a proponent of digital initiatives, even before the pandemic, what is today the total set of digital facilities available to consumers of Tata Power-DDL?
In order to enhance the digital consumer experience, we introduced SAMVAAD App and an interactive chatbot, “Roshni” to enable quicker and easier resolution of queries and complaints.
In the field of energy efficiency, Tata Power-DDL is regularly introducing new and affordable products for its customers. For example, to reduce customer’s waiting time at Sampark Kendra, we introduced a separate number to register No Power Supply complaints through missed call and Whatsapp messages. The introduction of the self-meter reading option, where customers can submit their reading and MDI directly to generate bills, has been another milestone in enhancing customer satisfaction.
“We have received an encouraging response from our customers for our “self-meter reading” initiative.”
In particular, we recall that in June last year, Tata Power-DDL introduced “self-meter reading” for its consumers. Do you intend to keep alive this practice even post-pandemic?
Tata Power-DDL has always been a frontrunner in adopting the latest technologies to enhance the customer experience. We have received an encouraging response from our customers for our “self-meter reading” initiative, and we aim to further promote it for widespread usage. Moreover, in this new normal, such practices empower customers where they can themselves capture meter reading and share it with us.
Talking of consumer safety measures, we understand that some two years back Tata Power-DDL tied with a leading switchgear manufacturer to promote the usage of ELCBs amongst its consumers. What has been the overall achievement of this initiative?
Due to the high cost of ELCB (earth leakage circuit breaker), customers were reluctant to purchase good quality ELCBs. Therefore, considering the customers’ requirement and safety at large, we introduced the discount-based ELCB scheme where customers get up to 49 per cent discount, which is an exclusive arrangement to enable the customers to buy best quality ELCB at affordable prices which is very critical to ensure their safety.
On this count, we understand that some state government utilities are encouraging the use of Residual Current Circuit Breakers (RCCBs, also known as RCDs) as opposed to ELCBs. Has there been some new thinking in Tata Power-DDL to this effect?
As per the mandate by Delhi Electricity Regulatory Commission (DERC), it is necessary to install an earth leakage protective device before energisation of new connection for sanctioned load ≥ 2kW. While an ELCB can detect only backflow current through earth wire, RCCB ensures 100 per cent detection of leakage current in phase & neutral, that’s why Tata Power-DDL encourages customers to use RCCB in place of ELCB.
“The broad objective of Demand Side Management (DSM) is to lower the overall cost of electricity for consumers by economical and efficient use of resources.”
Coming to the demand side management (DSM) related activities of Tata Power DDL, we learn that TPDDL has been incentivizing the use of energy-efficient appliances, including LED lamps, BLDC fans, etc. Please give us an overview.
Under these schemes, we offer 5-star rated energy-efficient ACs with up to 53 per cent discount, LED bulbs and tube lights at discounts ranging up to 85 per cent and BLDC highly energy efficient fans at around 35 per cent discount on the MRP.
Till now, we have distributed more than 28 lakh LED lighting, 60,000 ceiling fans, and 20,000+ air-conditioners to our customers.
In order to further encourage our consumers to opt for sustainable alternatives, we have set up a dedicated counter to offer our customers a wide range of Energy Efficient Products (EEPs) and Energy Management Solutions to choose from, in collaboration with renowned brands.
What has been the response to the LED bulb scheme, particularly from consumers in JJ clusters?
We have received an overwhelming response for our LED Blub Scheme from our customers. In order to execute our vision of promoting energy conservation at the grass-root level, we have been transforming, empowering and strengthening the lives of people residing in JJ cluster areas by ensuring the social well-being of the residents through our community outreach programs. We have been encouraging the ABHA Members (Brand Ambassadors of the company in JJ Clusters) to contribute in the initiative and spread awareness among the JJ cluster residents about the offer as well as the various steps they can undertake to save electricity. Our consumers from JJ cluster areas now not only purchase these products, but also try to adopt ways of energy conservation.
How have consumers responded positively to higher-value appliances like BLDC fans, 5-star air-conditioners, etc.?
As we are offering discounted schemes for BLDC fans and ACs, we have received a positive response from our consumers. Moreover, these appliances consume less electricity as compared to normal appliances. The BLDC fans are 28W super-efficient, 5-star rated, which operate with remote control and save up to 70 per cent energy. If we talk about the ACs, customers are very happy with the various offerings we are providing, such as a buyback offer and up to 50 per cent discount on MRP along with the better warranty as compared to the market.
“Customers are now more than ever, responsive to energy savings.”
In general, do you feel that electricity consumers are getting conscious and responsive to “soft” issues like energy savings, lifecycle cost savings, etc.?
Yes, customers are now more than ever, responsive to energy savings, as it directly hits the pocket of the end-user. Although interest towards saving of electricity is not only attributable to the cost associated with it, customers are now getting environmentally conscious. They understand the adverse impact of the wastage of energy. Tata Power-DDL, being a sustainable organization, is concerned for its ecological footprint and is thus working towards minimizing the same through different initiatives. In order to create awareness around energy savings amongst the customers, we have introduced numerous engagement platforms like, RWA Meets/IWA Meets, Synergy Programs with school students and various other modes of communications.
Would it be possible to quantify the energy savings realized so far through the promotion of these energy-efficient appliances?
In terms of quantitative results achieved through various DSM initiatives, we can proudly say that more than 28 lakh energy-efficient products have been distributed through Tata Power-DDL’s discount based schemes, resulting in overall energy savings of 102 million kwh. We are enthusiastic to bring in new energy-efficient products to make the energy efficiency programs acceptable to customers for the successful implementation of DSM-related measures.
“Tata Power-DDL is venturing into smart energy management services under EaaS (Energy as a Service) domain.”
Also read: Tata Power-DDL Becomes First Discom In India To Receive CERT-In Empanelment
Tata Power-DDL has been successfully meeting the growing peak summer demand. Do you now feel that energy-efficient appliances (particularly air-conditioners) can actually shave off the peak summer demand? Please discuss.
However, with the replacement of around 23,000 conventional ACs by energy-efficient ones, we have managed to reduce more than 18 MW of load. Moreover, to tackle the situation of peak demand by shaving the peak load, Tata Power-DDL has initiated a behavioral demand response program as a pilot project to understand the acceptability of customers and the impact of the customers’ participation on Tata Power-DDL’s electrical network during peak demand period.
The installation of smart meters has also helped us to initiate this pilot demand response (DR) program. We are confident that with new policies on DR program, overall results will surely make an impactful change in the near future.
Please share Tata Power-DDL’s long-term overall plan of demand-side management through energy efficiency measures.
Along with the ongoing activity of distributing energy-efficient products to the customers, Tata Power-DDL is venturing into smart energy management services under EaaS (Energy as a Service) domain. Under this, we are targeting to provide best possible energy management solutions through replacement/retrofitting of motors, HVAC and other electrical equipment. Since the industrial and commercial establishments will be enrolled under EaaS offerings, the impact on energy savings is envisaged to have a huge impact in order to build a better and sustainable ecosystem. This year, we are targeting energy savings of 3.58 million kwh.
