Customer Engagement platform for Utilities - AMP8

As we are moving towards 2025-30 view of the utilities world driven by both AMP8 and change in government driving many rethinks. My observation reflects a significant shift in how water utilities need to define and engage with their Customers. In last article we discussed how the concept of customer has changed. In this article we will explore how to choose right customer engagement platform for utilities organisations.

"The usual top right quadrant selection method will not work as we have unique needs for Water utility organisations."

Selecting the right IT CRM (Customer Relationship Management) system for a water utility, especially when we’re considering an expanded definition of "customers," requires a strategic approach. We’ll need to ensure that the CRM system can effectively manage relationships with all the diverse customer groups you’ve identified. Here’s how we can use the definitions of customers to guide our CRM selection:

?1. Understand the Needs of Each Customer Group

- Bill Payers: Require efficient service management, billing, and issue resolution. The CRM should handle interactions, track service requests, and manage payments.

- Non-Bill Payers: Need communication about service quality, community impact, and access to support even though they don’t pay directly. The CRM should facilitate engagement and provide information relevant to their needs.

- Regulators: Demand compliance tracking, reporting capabilities, and transparency. The CRM must have robust data management and reporting tools.

- Environmental Groups and Activists: Seek information on sustainability initiatives, environmental impact, and corporate responsibility. The CRM should support engagement with these groups and manage communication about environmental performance.

- Local Communities: Require information on service disruptions, community projects, and local impact. The CRM should be capable of managing outreach and feedback from communities.

?2. Key Features to Look for in a CRM System

- Stakeholder Management: Ability to segment and manage diverse customer groups. The CRM should allow us to create different profiles and interaction histories for each type of customer, including bill payers, non-bill payers, regulators, and community groups.

- Communication Channels: Multi-channel communication capabilities (email, SMS, social media, etc.) to engage with different customer segments in their preferred manner.

- Customizable Workflows: The ability to customize workflows for different customer groups, ensuring that interactions are handled appropriately depending on the stakeholder (e.g., regulatory reports vs. customer service inquiries).

- Reporting and Analytics: Strong reporting tools that can generate detailed reports for regulators and environmental groups, as well as dashboards to monitor key performance indicators relevant to all customer types.

- Case Management: Robust case management features to track and resolve issues across all customer segments, ensuring that all concerns, whether from bill payers or advocacy groups, are addressed promptly.

- Community Engagement: Tools to manage and engage with communities, such as feedback portals, survey tools, and event management features.

- Sustainability and CSR Integration: Capabilities to manage and report on corporate social responsibility (CSR) and sustainability initiatives, keeping environmental groups and activists informed and engaged.

3. CRM Systems to Consider

- Salesforce: Known for its customization and scalability, Salesforce can be tailored to meet the needs of different customer segments. Its robust reporting and community management tools make it a good fit for a diversified customer base.

- Kraken : Known for its industry fitment and scalability, Kraken have predefined processes for utilities which can be further-tailored to meet the needs of different customer segments. Its robust reporting and community management tools make it a good fit for a diversified customer base.

- Microsoft Dynamics 365: Offers strong integration with other Microsoft tools and has powerful analytics and reporting capabilities, suitable for managing regulatory requirements and engaging with multiple stakeholders.

- Oracle CX: Provides comprehensive customer experience solutions with strong data management and analytics features, which are crucial for regulatory compliance and environmental reporting.

- Zoho CRM: A more budget-friendly option that offers flexibility and customization, with capabilities to manage different customer groups and track complex relationships.

4. Implementation Considerations

- Integration with Existing Systems: Ensure the CRM can integrate with your existing billing, customer service, and operational systems. This is essential for a seamless experience across all customer segments.

- Scalability: Choose a CRM that can grow with your needs, allowing you to add features or expand to new customer groups as regulations and expectations evolve.

- User Training and Adoption: Given the diverse range of users (customer service, compliance teams, community managers), ensure the CRM is user-friendly and that training is provided to facilitate adoption across different departments.

- Data Privacy and Security: With increased scrutiny from regulators and the public, the CRM must have strong data privacy and security features to protect customer information.

?Summary

By understanding the needs of each customer group defined in our expanded model, we can select a CRM that offers the necessary features and capabilities to manage those relationships effectively. The right CRM will help you not only comply with regulations but also improve engagement and service delivery across all customer segments, from bill payers to environmental groups and regulators.

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