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Paul Korzeniowski's picture
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Paul is a seasoned (basically old) freelance B2B content producer. Through the years, he has written more than 10,000 items (blogs, news stories, white papers, case studies, press releases and...

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  • Oct 18, 2021
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Recently, utilities have focused more on providing customers with satisfying experiences for each interaction. As a result, more than 40% of energy company employees now find themselves playing some customer service role, answering questions, providing information, etc. Consequently, DMG Consulting thinks the time has become for employees’ productivity software suite to include Customer Relationship Management software along with email, word processing, and spreadsheet solutions. What do you think of that idea?

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Mark Wilkinson's picture
Mark Wilkinson on Oct 19, 2021

Paul makes a great point about 40% of utility employees engaging in some form of customer service function as operations and customer engagement channels evolve.  I like his suggestion that more employees have access to CRM tools along with their desktop functions.  In fact, any employee with responsibility for customer contact, especially digital contact, MUST have CRM insights, else they can accidentally disrupt the customer relationship.  

 

However, utilities should evaluate the quality of their customer information in their CRM before planning to expand access to customer information. Beyond basic data security and privacy concerns, CRM data should illuminate key indicators to the customer relationship in an easy to assimilate fashion in order to let users understand quickly the customer situation before or during a customer engagement.  Imagine taking a call or escalation from a customer experiencing a problem currently, but data about the problem isn't yet connected to the CRM view, or is buried 5 screens deep in the customer record.  Both the customer and the CSR likely will leave that experience dissatisfied.

 

I'm a HUGE advocate of increasing visibility of well organized customer information and a "single pane of glass" view of the customer experience.  Utilities who embrace quality CRM implementations will find that employees and their customers will appreciate the enhanced insights and experiences.

Matt Chester's picture
Matt Chester on Oct 19, 2021

I'm a HUGE advocate of increasing visibility of well organized customer information and a "single pane of glass" view of the customer experience.  Utilities who embrace quality CRM implementations will find that employees and their customers will appreciate the enhanced insights and experiences.

Sitting from the customer side of things, I would have assumed / hoped what you're describing would simply be the norm, but it sounds like it's not. How deeply entrenched do you think these problems are across the utlitiy sector? 

Paul Korzeniowski's picture
Paul Korzeniowski on Oct 19, 2021

Good points. The reality is that information historically has been siloed in organizations, available to the one department that generated it but not to others. There has been a lot of talk about breaking down the walls but there is so much information that the task is quite complex -- and can be expensive.  So, a key element becomes building the business case to justify the time, money, and manpower.  

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