3. Update on Recent Implementation Efforts
Before examining the issues earmarked for resolution in Phase 2, we need to explore the status of some of the strategies listed in the Strategies Report in order to put our Phase 2 proposals into perspective. Commission staff and the Implementation Working Group and Marketing Working Group have continued to work on resolving some of the issues identified. The following issues have been implemented or are in the process of being implemented and require no Commission action at the present time.
3.1. Improvements in Mail Delivery
Effective July 16, 2007, the CertA implemented the use of First Class Mail to deliver customer forms. Analysis of response time, returned mail, and the response rate is ongoing and reported weekly to Commission staff.
3.2. Developing Contractual Solutions
The CertA contract was extended for one year until 6/30/09 (with the option of one additional one-year extension) for about $17 million. The additional funding compensates the CertA for costs associated with the revised requirements to the original contract, including the following: the redesign of envelopes for greater visibility to customers, First Class mailings, and the use of an outbound dialer to inform customers that they will be receiving correspondence from the CertA (or that a response is due). The CertA now sends reminder post cards 21 days after the initial correspondence is sent. Additionally, an Interactive Voice Recognition (IVR) system is now in place to assist in the processing of customer calls to the CertA. Commission staff and the CertA are developing a second pink envelope4 that would have black lettering (Important Information Enclosed) for non-essential correspondence from the CertA (confirmation, or any other document not requiring action by the customer). Currently, all envelopes from the CertA state "Immediate Action Required."
3.3. Long-Term Outreach Efforts
The Commission hired One World Communications to review LifeLine materials in light of the low response rates and to examine the possibility of redesigning LifeLine forms for improved ease of use by customers. One World recommended changes to the current verification forms. The Marketing Group will work with the new Marketing and Outreach contractor and the CertA to determine the feasibility of incorporating the changes recommended by One World.
In the Marketing and Outreach Request for Proposal, ideas were solicited to determine the roles of CBOs, social service agencies, and other entities in our efforts to increase LifeLine participation.
Following a competitive bidding process, the marketing contract was issued to Richard Heath & Associates (RHA). The contract is for one year with an option for two additional one-year extensions worth a total of $15,085,991. RHA will design, develop, and implement a marketing and outreach campaign to increase awareness about, and to expand the reach and success of, LifeLine throughout the state. Even though 92.7%5 of low-income households had residential telephone service as of March 2006, this lags behind the 95% service penetration rate for the state. RHA indicates that it accepts the challenge of promoting our universal service goals.
3.4. Long-Term Solix-Carrier Interface Improvements
With the establishment of a solid baseline of LifeLine customers, the Commission can look for additional ways to increase subscribership to the program. Currently, when customers call to inquire about the status of their enrollment, the Commission's Consumer Affairs Branch (CAB) and the CertA's customer service representatives instantly have access to that customer's record of interactions (calls, notifications, etc.) through a shared LifeLine database. Also, the CAB representative can see what forms the customer has submitted to the CertA and when those forms were received. There is no database entry for the customer to delegate a representative who would be authorized to speak to the CertA on his/her behalf, but customers can still verbally designate a representative.
3.5. Long-Term Appeal and Complaint Solutions
CAB and the CertA have both addressed solutions for resolving complaints, with an emphasis on directing customers to the CertA's service representatives, rather than to CAB. The IVR 800 number, implemented as part of the CertA contract amendments, is now printed on the notification forms in English and in all other languages designated by the contract. As a result, CAB has experienced a decrease in the number of complaints and appeals received. To further improve the appeal and complaint procedures, CAB's new LifeLine office is now operational specifically to handle LifeLine billing complaints, inquiries, and denial appeals. A LifeLine-specific database is currently being developed, and the new Commission Information Management System project is expected to be able to provide additional information, such as the nature of the complaint, the customer's carrier, etc. Additionally, the CertA has reported increased cooperation with carriers on handling complaints as well as updating customer data. All of these improvements have assisted in the more expeditious resolution of LifeLine complaints and appeals.
3.6. Regular Meetings
Communication continues to be good among the various entities involved in the program. The Implementation Working Group, which includes representatives from the CertA, carriers, CBOs, Commission staff and other interested parties, holds a conference call every two weeks. The Marketing Working Group was folded into the Implementation Working Group phone call effective July 2008. The CertA visits Commission staff once a quarter, and CD staff has a monthly LifeLine phone call with AT&T, the largest LifeLine provider.
4 The CertA implemented the use of a pink envelope instead of a white envelope to help customers distinguish LifeLine correspondence from other correspondence.
5 http://docs.cpuc.ca.gov/word_pdf/REPORT/72294.doc.
