From Crisis to Strategy: How SMS Automation Prevented Power Disconnects at Entergy

A 90-day SMS pilot that reduced service disconnects, accelerated payments, and improved customer trust—without compromising compliance.

Utility customers often face the stress of service disconnects due to missed payments. Traditional reminders—mailed notices, phone calls—were costly, time-consuming, and often ineffective. At Entergy, I helped design and execute an SMS automation strategy that not only reduced the risk of power shutoffs—but also built stronger trust between the utility and its customers.

This is the story of how a 90-day pilot turned into a long-term digital transformation.

The Strategy

1. Segmentation: Identify customers with pending disconnect notices.
2. Timing: Schedule reminders 72 hours before cutoff, with follow-ups.
3. Personalization: Include balance details and a direct payment link.
4. Compliance: Honor TCPA/CAN-SPAM with strict opt-in management.

The Results

• Fewer customers experienced disconnection during the pilot.
• Payments arrived faster—often within hours of the SMS.
• Customer satisfaction with communications improved.

Lessons Learned

• Right channel, right time. SMS outperformed mail and calls for urgency.
• Compliance sustains scale. Without proper opt-in, the program wouldn’t last.
• Digital can be human. Automation prevented hardship for families.

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