Urging Discos To Revive Their PR Units To  Engage With Their Customers

BY ISAAC ASABOR

In Nigeria, electricity distribution companies (Discos) have long operated under a cloud of distrust and dissatisfaction from their consumers. Despite the critical role they play in delivering a service that powers homes, businesses, and industries, the perception of these companies among Nigerians is overwhelmingly negative. The major reason behind this is not necessarily the supply constraints they face, though those are significant, but rather the apparent lack of communication and transparency with the people they serve.

Ordinarily, the Public Relations (PR) units within these Discos are expected to act as a bridge between the companies and their consumers. They should provide explanations for the erratic supply of electricity, sudden blackouts, issues with billing, and prolonged outages without prior notice. However, across all eleven Discos in Nigeria, a troubling trend has emerged: the PR departments are failing to engage with consumers, leaving them in the dark, both literally and figuratively.

PR, at its core, is about communication, trust-building, and maintaining a positive relationship between an organization and its stakeholders. For the Discos, this means creating a two-way dialogue with their customers, listening to their concerns, and providing timely information to address any misunderstandings. A well-functioning PR unit can help mitigate customer frustration, especially in a sector where disruptions are inevitable due to infrastructure challenges, weather conditions, and other uncontrollable factors.

In other countries, power companies actively engage with their customers to inform them of outages, maintenance schedules, and any factors affecting electricity supply. They leverage various communication channels, from social media to radio broadcasts, to ensure that consumers are kept in the loop. In contrast, Nigerian Discos seem to have adopted a different approach, one where the PR units remain silent, leaving consumers in confusion and frustration.

The silence from the PR units in these Discos is not just disappointing; it is damaging. When communities are left without electricity for days without any explanation, consumers are left feeling ignored and disrespected. In an era where communication is easier than ever, it is baffling that these companies fail to utilize their PR departments effectively.

Take, for example, a typical scenario in Pakuro, a community in Mowe, Ogun State, where entire neighbourhoods are plunged into darkness for days on end. Customers reach out to the Discos, desperately seeking answers, only to be met with radio silence. It is not uncommon for consumers to be given conflicting information when they visit the nearest Disco office or, worse, to be turned away without any substantial response. This nonchalant attitude erodes trust and leaves consumers feeling cheated, especially when they continue to receive exorbitant bills despite prolonged outages.

The frustration among consumers is understandable, especially when they pay for services that are inconsistently delivered. Nigerians have become accustomed to paying exorbitant electricity bills without corresponding value. It is even more exasperating when these payments are made without knowing when or if their electricity will be restored. In many communities, residents are often left wondering why they have been cut off from the grid without notice.

The Discos must recognize that their consumers are not just numbers on a spreadsheet, they are real people whose lives and businesses are affected by electricity supply (or the lack thereof). A shop owner who loses perishables due to a prolonged blackout or a small business that cannot meet production deadlines due to power cuts deserves an explanation. It is not only a matter of good business ethics but also a responsibility that comes with providing an essential service.

At this juncture, it is not unexpected for an inquisitive reader to ask, “Where lies the solution?” The answer to the forgoing cannot be farfetched as the solution lies at the core of enlivening the PR Units of the 11 Discos in Nigeria.  The Discos need to rejuvenate their PR departments and redefine their approach to customer communication.

They enliven their respective PR units by investing in proactive communication.  Instead of waiting for customers to complain, Discos should proactively communicate with consumers whenever there is a planned outage, technical fault, or maintenance work. They can utilize multiple platforms, social media, text messages, emails, and radio announcements, to ensure that information reaches as many consumers as possible. With this, those who rely on regular electricity, either for their businesses or for household usage, can make arrangements for alternative sources of electricity. Again, those who need to iron their clothes and use electricity to achieve one task or another can hurriedly do so before the planned outage is carried out.

In a similar vein, there is the need for the Discos to further train PR staff on customer relations from time to time. This is as effective PR is more than just issuing press statements; it is about listening and engaging with customers genuinely. Staff training should focus on empathy, conflict resolution, and transparency. Consumers need to feel heard, especially when they are experiencing difficulties due to the lack of electricity.

Again, there is a need for the 11 Discos to leverage technology for real-time updates.  In today’s digital age, there is no excuse for poor communication. Discos should develop apps or dedicated sections on their websites where consumers can get real-time updates on outages, maintenance schedules, and service restoration times. These platforms can also allow customers to report issues and track resolutions.

Also, Discos should establish feedback mechanisms. In fact, beyond communication, Discos need to actively seek feedback from their customers. By conducting surveys, encouraging customer reviews, and hosting town hall meetings, they can better understand consumer needs and adjust their services accordingly. This will help build a culture of continuous improvement.

Without a doubt, the creation of a consumer advisory panel would go a long way in this context.  Establishing a panel comprising representatives from various consumer groups can help bridge the communication gap. This panel can meet regularly with the Disco management to discuss pressing issues, relay consumer grievances, and provide suggestions for better service delivery.

I must confess that expressing this view could not have come at a better time than now as it appears Nigeria’s 11 Discos erroneously think that all that is needed to do in a PR unit is to regularly engage dissatisfied customers only when they complain. The consequences of failing to engage with consumers go beyond dissatisfied customers. When PR units remain inactive, Discos face an increased risk of consumer backlash, protests, and negative publicity. In the worst cases, disgruntled communities may resort to vandalism of electricity infrastructure, further complicating an already strained system.

Moreover, the lack of communication can damage the Discos’ reputation (that is, if it has not already been damaged), leading to a loss of goodwill among the customers they rely on for revenue. In the long run, poor customer relations can hurt the bottom line, as dissatisfied consumers may refuse to pay bills or seek legal redress against perceived exploitation.

The good news is that it is not too late for Nigerian Discos to change their approach. By reinvigorating their PR departments, they can transform the way they are perceived by consumers. Electricity distribution is, no doubt, a challenging business, especially in a country where infrastructure is often inadequate. However, these challenges can be mitigated through clear, honest, and consistent communication with consumers.

The Discos must remember that they operate in a competitive environment where customer perception matters. The ultimate goal should be to build a reputation as consumer-centric organizations that value transparency and accountability. By doing so, they can not only improve consumer satisfaction but also strengthen their position in the industry.

Without further delay, it is time for the Discos to step up and begin engaging with the people who keep them in business. Consumers deserve to know why they do not have electricity, why their bills are inexplicably high, and what the companies are doing to resolve ongoing issues.

The PR departments within these organizations should serve as the voice of the Discos, communicating clearly and frequently with their customers. Electricity consumers are not asking for much, just the respect of being informed about the services they are paying for.

Until the Discos understand this, they will continue to face the anger and frustration of consumers who feel neglected. The path forward is clear: enliven your PR units, engage with your consumers, and build trust. It is not just good for business, it is the right thing to do.