UTILITIES' PROGRESS
TOWARDS CUSTOMER
CENTRICITY
CUSTOMER CENTRICITY THE BEST BET FOR
SUSTAINABLE
COMPETITIVE ADVANTAGE
CREATING A NEXT-GEN
CUSTOMER EXPERIENCE
HOW DO UTILITY COMPANIES ACHIEVE THIS
INCREASED FOCUS ON THE CUSTOMER?
CUSTOMER CENTRICITY
INDEX IS HIGHER IN:
TECHNOLOGY:
KEY FOCUS AREA TO DRIVE
CUSTOMER CENTRICITY
WHY UTILITY COMPANIES NEED
TO BE CUSTOMER CENTRIC?
Average
Rank
Business Processes
CURRENT CUSTOMER
CENTRICITY INDEX FOR
COMPANIES: 3.8 OUT OF 5
OF UTILITY CXOs BELIEVE
THAT THE FOCUS ON THE
CUSTOMER HAS INCREASED
COMPARED TO 2012
REGULATED ENERGY
NETWORKS
REGULATED ENERGY
NETWORKS
EMPOWERED BUYERS
DEMAND A NEW LEVEL OF
CUSTOMER OBSESSION
FOR WATER UTILITIES:
3.8
4.6
THE CUSTOMER CENTRICITY INDEX
OF UTILITY COMPANIES IS SLATED
TO INCREASE BY 0.8 POINTS
CUSTOMER CENTRICITY IS
CLEARLY FRONT OF MIND IN
THE UTILITY INDUSTRY
OFGEM AND OFWAT
ARE CREATING A
CUSTOMER CENTRIC
ENVIRONMENT IN
THE UTILITY INDUSTRY
How much has the importance of
customer centricity to your company
changed over the past five years?
90%
KEEPING CUSTOMERS AT
THE CENTRE THROUGH:
100%
78%
4.1/5
CALL CENTER
MANAGEMENT
3.9/5
FIELD SERVICES
80%
3.1
Customer segmentation
3.1
Customer self service
3.2
Social media integration
3.3
Sales
3.3
1%
PENALTY BASED ON THEIR
ALLOWED REVENUES
Water
Electricity
Gas
» INCREASED FOCUS ON
MEASUREMENT OF
CUSTOMER SATISFACTION
PERVASIVE
MOBILE
TECHNOLOGY
SERVICE
INCENTIVE
MECHANISM
SMART
METERS
AND THE TOP 3 APPLICATIONS
THAT NEED TO IMPROVE ARE:
Despatch centre
3.4
Control centre
3.4
Customer comms
Overall
TECHNOLOGY AREAS: 53%
3.1
3.5
38%
4.0
39%
Staff Training - Contact Centres
Executive Sponsorship
5.3
16%
What upcoming or on-going regulatory/market events
will provide you with the biggest opportunities
to bring change to customer centricity?
Pervasive Mobile Technology
Average
Rank
2.0
Service Incentive Mechanism
2.2
Smart Meters
2.9
Fuel Poverty
3.0
Change of Political Landscape
3.3
Climate Change
3.9
Smart Grids
4.8
Green Deal
7.0
Event
2.8
Customer mobile services
Field services
UP TO 1% REWARD OR
IMPROVEMENT: 69%
THE TOP RANKING
MARKET OPPORTUNITIES
ARE ALSO LARGELY
TECHNOLOGY BASED
Confidentially, on a scale of 1 to 5,
please score your company’s level
of customer centricity in each
of the following areas.
New connections
FOR TRANSMISSION COMPANIES:
IMPROVEMENT IN
BELIEF THAT THE LEVELS OF
CENTRICITY TEND TO BE HIGHER
IN THE ‘FRONT-LINE’ SERVICES
IVR voice & web Integration
» CUSTOMER-CENTRED INTERACTIONS
TAILORED FOR EACH CUSTOMER
BUSINESS PROCESS
2.3
2.8
23%
Corporate Culture
Customer loyalty mgt.
COMPANIES THAT PERFORM
BETTER ARE REWARDED
WITH HIGHER PRICE LIMITS
LACK OF TRUST CAN MEAN
CUSTOMERS SPONTANEOUSLY
SWITCH LOYALTIES
53%
Information/Data
90%
RISE OF THE EMPOWERED
CONSUMER
69%
Technology
There are 2 major reasons why Utility Companies
need to focus on the customer:
RISE OF THE
EMPOWERED
CONSUMER
Which of the following areas within your
company are most in need of attention to
improve customer centricity?
Average
Rank
Customer Relationship Management
3.1
Application
3.5
3.6
Customer Self-Service Portals
3.2
Call Centre Technology
3.8
Field Operations
4.2
Data Management Analytics
4.3
Billing
5.3
Asset Planning Investments
6.1
New Connections
6.2
3.7
3.9
Call centre mgt.
4.1
Emergency mgt.
4.1
Average Score. 1 = Very Poor & 5 = Excellent
Which of the following IT applications
need to improve if your company is
to become more customer centric?
CUSTOMER
RELATIONSHIP
MANAGEMENT
CUSTOMER
SELF-SERVICE
PORTALS
CALL CENTER
TECHNOLOGY
Source: Centre Forward: Utilities' Progress on Customer Centricity in Utilities – A Wipro and Utility Week Report
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