Facing incessant pressures, demanding customers, and pursuing sustainability goals represents a day in the life of utility companies. At the SAP we have observed that certain themes have remained consistent in the industry over the past decade. While our primary focus lies on enhancing the Customer Experience (CX) aspects, our responsibilities extend far beyond that. It is essential to adopt a comprehensive outlook on industry processes to genuinely deliver outstanding experiences.
I am excited to share my expertise at the Energy & Utilities Conference in Seville this April, where I have the privilege of leading the Customer Experience track. This event offers an amazing opportunity to learn from our customers and partners through engaging presentations and demonstrations. Please join us at the SAP booth for further discussions — I look forward to engaging with you in Seville.
Recently, I had an enlightening encounter with a high-ranking executive of a leading European utility company. Among the diverse array of queries, he threw my way, one stood out: “From your perspective, what is the biggest CX-related misconception among utility companies?”
The question wasn’t the novelty; instead, it was the shift in the approach of energy companies showcasing a desire for proactive engagement.
Today, every organization, utilities or otherwise, claims to have a customer-centric strategy. These are often well-intentioned declarations with little to no grounding in employee mindsets, goals, or concrete operational processes. True customer focus is not merely about implementing a CRM or any other CX solutions. Rather, it necessitates the alignment of processes, personnel, and technological resources in an orchestrated effort to craft a comprehensive strategy that places the customer squarely at the center of all activities. To illustrate my point, let's consider the 360° customer view concept. It has been around since the inception of CRM, yet misunderstandings persist. It is not about everyone having a complete view of the customer, but it is about tailoring it to individual requirements. For instance, marketing and customer service teams will need different insights.
In the quest to create a customer-focused solution, the importance of the human element and their daily goals should not be overshadowed. To make sense of all these facets, we should not forget the linchpin— the customer. They have diverse priorities, their journeys vary, and their expectations differ.
Starting with a customer-centric approach is commendable but scaling and adapting it to align with various dimensions: people, processes, technology, and customers, is imperative. This is the biggest misstep I've noted among several utility companies.
The good news is that it's not an impasse. As a matter of fact, this misstep provides an excellent pivot point, and we at SAP are ready to offer support to all energy companies across these dimensions.
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