by Jo Allen, Utilities Customer Experience Expert at Pegasystems
Many utilities providers have focused on automating their internal processes, but may have forgotten something equally as important – giving their customers a smooth and efficient omnichannel experience. Omnichannel operations are a customer-centric approach in which all channels, be it a website, app or phone, are integrated, so customers have a unified experience, no matter where they contact their provider.
So, how can utilities providers successfully create an omnichannel experience for their customers?
Let us start from where we are right now. The utilities industry has faced a myriad of issues, from operating with siloed systems to not having enough funds to update their customer service operations. This has meant service agents who take customer calls and complaints are expected to serve them using legacy systems, and therefore customers are faced with a disjointed experience. So, it is not a surprise that poor levels of customer service have bedevilled utilities. A measure of this is a 5 percent increase in the number of complaints received by suppliers in Q1 2023, compared to the previous quarter.
Saving the utilities industry with omnichannel operations
The way utilities providers can overcome these service quality issues is through leveraging omnichannel operations. These provide seamless and integrated touchpoints which cater to customers’ preferences. In this, these operations work to ensure that all customers have the same experience on all channels regardless of where they first contacted their utilities provider.
For example, a customer could raise a complaint on the website of their provider and then follow up with them via phone and the customer service agent will have all of the information needed to solve their query. However, if omnichannel operations have not been implemented, as is the issue many providers face, agents will not be able to resolve their customers’ issues if they are raised on a different channel to the one which the customer has followed up on. This could lead to an increase in negative views of utilities providers and could even mean providers lose their customers.
However, implementing omnichannel operations is much easier said than done as this cannot be completed with the current siloed operations and legacy systems which are so prominent within the industry at the moment. For omnichannel operations to work, they need complete transparency within backend systems and need the ability to see live customer data.
So, how do both providers and customers benefit from omnichannel operations?
Implementing omnichannel operations bring value to both utilities service providers and their customers.
For providers, leveraging digital technologies means that they can integrate, automate and streamline their operations. Through using real-time data tracking and improved connectivity between different touchpoints, operators have better oversight of customer data. Utilities service providers will then be able to offer more personalised and proactive services using a centralised decisioning solution which is powered by real time AI. The solution allows providers to streamline and simplify their processes, so they can analyse customer data in real time and recommend the next best actions.
Therefore, with the implementation of omnichannel operations, customers benefit from streamlined and hyper-personalised services. This will, in turn, lower the number of complaints against utilities providers, and improve customers’ perception of the brand.
How can utilities providers put omnichannel operations into practice?
Putting these operations into place for utilities providers requires a dramatic shift and commitment to digitalisation and automation for end-to-end omnichannel experiences. Operators must ensure that their processes are agile, flexible and innovative – utilities providers must embrace change in their operations. Even though this process will be expensive, it will pay off in the long run.
When implementing omnichannel operations, providers must put their customers first and build this around a customer-centric supply chain strategy. With 6.6 million UK households in fuel poverty as of July 2023, utilities providers focusing on their customers and delivering proactive and tailored services, is more important now than ever before.
Implementing omnichannel operations correctly will ensure that utilities companies will be able to create a smooth and efficient customer service model and provide personalised and proactive solutions. It is important for utilities providers to get their omnichannel operations right sooner rather than later.
