Continuing Resident Engagement During Population Growth

Introduction: A City Rooted in Tradition and Committed to the Future

Bullhead City, nestled on the east bank of the Colorado River, is a vibrant and growing community that honors its rich past while embracing the future. Located at the juncture of Arizona, California, and Nevada, Bullhead City serves as both a key economic hub and a gateway to natural beauty, attracting over two million visitors each year to enjoy its unique desert climate and recreational opportunities.

Bullhead City’s modern journey began with the construction of Davis Dam in the mid-20th century, which spurred the development of the region and created the thriving community that exists today. With a population of over 42,000 residents and strong ties to the surrounding areas, Bullhead City is committed to careful growth, environmental awareness, and maintaining a high quality of life for both its residents and the thousands of tourists that pass through each year.

In line with this commitment, Bullhead City has made significant strides in modernizing its operations to meet the needs of a growing and engaged customer base. Through strategic investments in technology and operational efficiency, Bullhead City has reduced the burden on its staff, enabling a more proactive approach to customer communication and engagement.

The Challenge: Manual Processes and Staff Overload

For many years, Bullhead City's utility services were managed through a combination of manual processes, creating significant challenges for both staff and residents. Staff were burdened by time-consuming tasks such as preparing, printing, and mailing utility bills, which took valuable time away from more strategic customer service efforts. These manual processes not only resulted in operational inefficiencies but also limited the ability of staff to engage meaningfully with customers.

“Despite rapid technological advancements, the utility industry has yet to fully embrace digital transformation at the scale seen in other sectors.”  This underscores the reality that many utilities, like Bullhead City, are still grappling with outdated systems that hamper customer service and operational efficiency.

The city’s customer service representatives found themselves overwhelmed with high volumes of inbound calls, many of which were related to basic account inquiries or bill payment issues that could have been resolved through self-service platforms. The lack of streamlined communication channels and modern technology left both staff and customers frustrated, with limited ability to proactively address concerns or provide personalized service.

Bullhead City recognized that this burden on staff was not only inefficient but also stifled opportunities for improving customer engagement. The city needed a solution that would free up staff time, allowing them to focus on proactive communication and enhancing the customer experience.

The Solution: A Bold Step Forward

In response to these challenges, Bullhead City partnered with VertexOne to implement a comprehensive suite of modern utility management solutions designed to streamline operations, reduce staff burden, and improve customer engagement. The core of this transformation was the implementation of VXcis, a powerful customer information system that provided a centralized platform for managing utility services, billing, and customer interactions.

McKinsey even says “The value at stake for utilities adopting a digital platform is massive, enabling them to provide the best reliability, safety, and customer experience while tackling the energy transition." 

In addition to the CIS platform, Bullhead City also implemented our digital suite of solutions, including:

• A secure, online self-service platform that empowers customers to manage their accounts, monitor water usage, and pay bills online.
• A data analytics solution that provides real-time insights into water usage, helping customers make informed decisions about their consumption.
• A multi-channel communication platform that allows the city to send targeted, proactive messages to customers about their accounts, water usage, and other utility-related updates.

These tools were designed to not only improve operational efficiency but also to enable Bullhead City to engage more proactively with its customers, providing them with the information and resources they needed to manage their utility accounts effectively.

Decreased Staff Burden: The Foundation for Change

The implementation of VertexOne’s solutions had an immediate impact on the daily operations of Bullhead City’s utility services. By automating many of the manual processes that had previously burdened staff, such as bill preparation, printing, and mailing, the city was able to save approximately 30 staff hours each week. This reduction in manual labor allowed staff to redirect their time and energy toward more valuable customer service activities.

With the burden of routine tasks lifted, Bullhead City staff were able to focus on proactive communication with residents. The automation of bill processing, combined with the ability to send targeted, personalized messages to customers, enabled staff to address customer needs before they became issues. This shift from reactive to proactive communication marked a turning point in the city’s customer engagement strategy.

Proactive Communication: A New Era of Engagement

With more time for customer service, Bullhead City adopted a proactive communication strategy to keep customers informed and engaged. The CIS replacement project, facilitated by VertexOne, significantly improved community engagement by enhancing customer experience and operational efficiency.

1. Enhanced Self-Service Options: The new CIS provided residents with multiple self-service options, allowing them to access their accounts online, view water usage data, and pay bills through a convenient platform. This increased customer autonomy and empowered users to monitor their consumption, which helped boost engagement and awareness of water usage patterns.

2. 24/7 Account Access: With the updated CIS, Bullhead City residents could access their accounts around the clock, providing flexibility for those who might not be able to visit in person during regular office hours. This improvement in accessibility made the city more responsive to the needs of its residents and improved overall satisfaction.

3. Proactive Communication: The system enabled Bullhead City to send targeted communications through multiple channels, keeping residents informed about their water usage, bill predictions, and other important updates. This shift toward proactive communication fostered better relationships between the city and its residents, encouraging more active participation in water conservation programs.

4. Customer Empowerment: By offering real-time insights into water usage and providing self-help resolutions for common billing concerns, the CIS replacement encouraged residents to engage more deeply with the utility services. This empowerment through information helped build trust and engagement between the city and its residents.

5. Operational Efficiency Leading to Better Service: The automation and efficiency gains from the new CIS freed up staff time, which allowed Bullhead City employees to focus on customer service and community-oriented projects. This improved responsiveness to customer inquiries and reduced the burden of manual processes, leading to a more engaged and satisfied community.

Overall, the CIS replacement project streamlined processes, increased digital engagement, and created a more transparent and responsive relationship between Bullhead City and its residents. This, in turn, strengthened community involvement and boosted customer satisfaction.

Increased Customer Engagement through Self-Service

Alongside proactive communication, the introduction of VXengage significantly boosted customer engagement. This self-service platform offered residents round-the-clock access to their utility accounts, enabling them to view bills, monitor water usage, and make payments at their convenience. This feature not only empowered residents to manage their utility accounts independently but also eased the workload on customer service staff.

By adopting digital solutions, service providers can offer enhanced products and services at more competitive rates, challenging traditional business models. This is why McKinsey advocates for the transition to proactive communication, as leveraging digital tools not only improves service but also provides a strategic edge in the energy sector.

By offering a user-friendly, online platform for managing utility services, Bullhead City saw a marked increase in digital engagement. More residents began using the self-service portal to manage their accounts, resulting in fewer calls to customer service and shorter wait times for residents who needed assistance with more complex issues. The platform also provided customers with access to detailed water usage reports, allowing them to make informed decisions about their consumption and participate in the city’s conservation efforts.

The success of the self-service platform was evident in the positive feedback from residents, who appreciated the convenience and transparency it provided. For many residents, the ability to access their utility accounts online and receive real-time updates on their water usage was a game-changer, leading to higher levels of satisfaction and engagement.

Operational Efficiency Leading to Long-Term Benefits

The operational efficiency gained from the VertexOne solutions had long-term benefits for both Bullhead City and its residents. By reducing staff burden and automating routine tasks, the city was able to operate more efficiently, leading to cost savings and improved service delivery. These efficiency gains also enabled the city to focus on strategic initiatives, such as promoting water conservation, improving infrastructure, and enhancing the customer experience.

Some of the key long-term benefits of the CIS replacement project included:

• Lower Cost-to-Serve: By automating manual processes and reducing the number of customer service inquiries, Bullhead City was able to lower its overall cost-to-serve. This reduction in operational costs allowed the city to reinvest in other critical areas, such as infrastructure upgrades and community programs.

• Improved Staff Morale: With the burden of manual tasks lifted, staff were able to focus on more meaningful work, such as engaging with customers and promoting conservation programs. This shift led to improved staff morale and a greater sense of purpose among the customer service team.

• Higher Customer Satisfaction: The combination of proactive communication, self-service options, and personalized support led to higher levels of customer satisfaction. Residents appreciated the convenience and transparency of the new system, as well as the city’s commitment to keeping them informed and engaged.

• Stronger Community Relationships: By actively engaging with residents and promoting water conservation programs, Bullhead City strengthened its relationship with the community. The city’s proactive approach to communication and customer service fostered a sense of trust and collaboration, helping to build a more resilient and engaged community.

Effortless Efficiency: Empowering Long-Term Growth

Bullhead City’s CIS replacement project, in partnership with VertexOne, has transformed the way the city engages with its utility customers. By reducing staff burden and embracing proactive communication, the city has created a more efficient, transparent, and customer-centric utility service.  

The success of this project serves as a blueprint for other municipalities looking to improve operational efficiency and customer engagement. Through strategic investments in technology and a commitment to proactive communication, Bullhead City has not only improved the customer experience but also positioned itself as a leader in utility management and community engagement.

As Bullhead City continues to grow and evolve, the city remains focused on enhancing the quality of life for its residents, promoting environmental sustainability, and fostering a strong sense of community. By embracing modern technology and proactive communication, Bullhead City is well-equipped to meet the challenges of the future while honoring its rich past.

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