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 1. Home/
 2. Utilities Sector CX: How to Go from doldrums to delightful


UTILITIES SECTOR CX:
HOW TO GO FROM DOLDRUMS TO DELIGHTFUL




When it comes to CX, the utilities sector has the dubious distinction of being
near the bottom of the barrel, according to a raft of research studies conducted
over many years. Here are some examples:



1. Forrester CX Reports, 2019 to 2023

 * Utilities has been the second lowest performing sector for 5 years in a row

2. J.D. Power Utilities Customer Satisfaction Study 2022

 * Utilities CSAT has declined two years in a row

3. Forrester survey on top customer service pain points 2015

 * Worst score in consistency of customer service across touchpoints with 65% of
   healthcare consumers—insurance customers and providers’ patients—complaining
   that they got different answers from different channels and contact center
   agents for the same question

4. State of Knowledge Management Report 2023 (Source: KM World)

 * More than 80% of utilities do not have conversational guidance tools to
   handhold them during customer conversations

So, what should utility companies do to improve customer service? Interestingly,
many of the findings in items #3 and #4, outlined above, lead to the poor
performance outlined in items #1 and #2, offering a roadmap for utilities to get
on a path to moving the needle on CX and EX (employee experience)
transformation. Here are some steps they should take:


1.
DIGITALIZE THE SERVICE



Accelerated by millennial and Gen Z lifestyles and preferences and the pandemic
lockdowns, consumers have doubled down on digital with 80% saying that they had
increased the use of digital channels during the pandemic and 90% of digital
novices saying they will remain digital, according to research surveys conducted
by the likes of McKinsey and others. Moreover, today’s digital citizens want to
go beyond simply checking their bills or outages to accomplishing more complex
tasks such as digital form-filling and online troubleshooting. Where they are
not able to self-serve, they are looking for answers through human-assisted
digital channels such as live chat and messaging apps, where they often “live.”
This would require utility companies to go beyond the basics to provide service
through touchpoints like next-gen chatbots, messaging, live chat, cobrowsing,
in-app service, and proactive notifications. Moreover, with knowledge and
AI-guided conversations in the contact center, utilities can reduce the need for
unwarranted “truck rolls” or field service visits, which put a big dent in
operating performance.


2.
“HUB” THE CONVERSATIONS



While self-service is getting increasingly smarter and more effective, there are
still queries from digital-first citizens that require human assistance over
digital channels like messaging and chat and if all else fails, over the phone
or in person. If customer conversations are not all “hubbed” or unified into a
single desktop, customer service agents will not have complete context. They
then wind up asking the consumer to repeat information, a big no-no for good CX.


3.
“HUB” THE KNOWLEDGE



The biggest deterrent to good CX across industries is getting inconsistent
answers through different interaction channels and lack of knowledge among
customer service reps, according to a Forrester survey of 5,000+ consumers,
sponsored by eGain. The cause? Inconsistent knowledge silos across the
enterprise. The solution? An omnichannel knowledge hub with content management,
conversational AI, generative AI, and analytics, all unified and orchestrated in
one place. This approach will ensure that the knowledge—content, knowhow, and
insights—is correct, consumable, compliant, and consistent.


4.
SELECT THE RIGHT SOLUTION PARTNER



Technology matters as the world goes digital and AI. So do best practices and
domain expertise. Make sure you pick a partner whose technology is proven and
who has had success at scale in the utilities sector. Does the vendor provide
end-to-end services, including training/education, implementation, and managed
services? Do they have a formalized customer success program? Do they offer
risk-free production pilots—not just a toy sandbox—to try out their solution
with expert guidance, all free of charge in the pilot phase. Vendors’
willingness to put real skin in the game shows their commitment to your success
and confidence in their own solution.


CLIENT SUCCESS STORIES



 * Fortune 500 utility client serves consumers across six states in the US.
   Having to handle a broad range of customer queries across website
   authentication, troubleshooting, billing, Covid-19 issues, and others, its
   contact center agents were struggling to find answers to customer questions
   in their CRM system and SharePoint. With NLP search, AI guidance, and
   personalization capabilities, integrated with their SAP CRM and SharePoint
   systems, agents are now able to find fast, accurate answers 90% of the time!
   Managers also report great author, admin, and operational experiences beyond
   agent experience.
 * Major UK utility, serving over a million households, aimed to slash agent
   training costs and reduce unwarranted engineer callouts with more effective
   problem resolution from their contact centers. With search and AI guidance
   capabilities, the utility was able to slash agent training time by 50% and
   engineer callouts by 25%, while improving First-Contact Resolution (FCR) by
   60%, all within the first nine months of deployment!


FINAL WORD



Prioritizing digitalization, unifying conversations and knowledge with
omnichannel hubs, and working with a proven solution provider will enable
utilities CX to go from doldrums to delightful!
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