The state of CX in utilities: Are customers really being put first?
Customer experience in utilities can be improved by taking a holistic approach that combines processes, people, and technology.
In an industry where the product is so essential to people’s everyday lives, customer service is everything. Utility customers depend on getting getting fast answers and expect convenient service when and where they need it.
But how do you deliver the best customer service while also improving efficiency? After all, energy is a commodity business. Utilities need to find ways to optimize service as they innovate and branch out with new sustainable offerings that grow revenue.
Companies like NiSource are leading the way by turning to digital self-service and AI-enabled chatbots to deliver service that boosts customer satisfaction and improves efficiency.
It’s a transformation that resonates across industries. New technologies are helping companies of all kinds tackle the challenges of rising customer expectations, volatile markets, and growing sustainability requirements.
The wide-ranging project included backend process improvements, a shift to paperless operations, streamlined digital engagement, and a new mobile application.
Well aware of how integral technology had become to customers’ daily lives, NiSource added self-service solutions to accommodate their preferences and needs.
Customers choose how and when they want to interact with companies, and it’s crucial to provide those options, says Viji Jagabandhu, Director of Transformation Delivery at NiSource.
“We’re working towards that omnipresence,” to give customers consistent experiences no matter what channel they use, she says.
The company’s new self services have proven a hit with their customers with more and more shifting from contacting agents to digital channels. For example, 7% of payments have shifted from agents to the mobile app.
For NiSource, billing and payments inquiries form the majority of chatbot interactions. AI chatbots effectively guide customers to relevant website information and self-service options to resolve their issues.
“These are calls that we’ve deflected from our call center. Now, our agents have more time to focus on more complex issues and provide better service to customers,” Jagabandhu says.
Moreover, the chatbots have reduced call waiting times, improving the experience for all customers. NiSource complements its chatbots with live chat capabilities so that customers can opt to speak to an agent.
Reducing costs is a universal objective across all organizations. Beyond improving the customer experience, chatbots and digital self-service options help cut costs. Simply by multiplying the average cost of a contact center call by the number of deflected calls, you can see that the estimated savings are significant.
Providing customers with self-service options requires both the self-service tools and seamless connectivity to backend systems housing the data. When customer service systems are linked to the backend, companies can improve service across all channels.
Customer experience in utilities can be improved by taking a holistic approach that combines processes, people, and technology.
NiSource’ customer service digital transformation is ongoing as it focuses on meeting customer needs. Like most companies, it’s keeping a close eye on generative AI and what role that technology might eventually play.
“We continue to offer new capabilities, see how our customers are adopting them, and what works and and what doesn’t work for them,” Jagabandhu says.