A leading utility service provider was facing rising customer service costs and stagnant satisfaction scores despite investments in digital platforms. The client engaged us to reimagine the end-to-end customer experience and reduce operating inefficiencies.
Table of Contents
The Challenge
The utility service provider faced a set of interrelated customer experience (CX) and cost issues:
- Customer satisfaction (CSAT) score plateaued at 80%, with executive targets set at 90%+
- Call center complaints were high and rising, leading to increased staffing costs quarter over quarter
- Despite having a mobile app and digital touchpoints, in-person visits to customer happiness centers remained high
- Internal teams lacked visibility into how customers were moving across different service channels
The Solution
Our team deployed a structured CX transformation strategy to overhaul the end-to-end journey:
- Mapped current-state journeys across all physical and digital channels.
- Conducted a touchpoint audit and Voice of Customer (VoC) analysis to identify drop-offs and confusion zones.
- Developed persona-based customer segments based on behavior, needs, and preferences.
- Reimagined a future-state journey with streamlined, intuitive digital pathways.
- Created an implementation blueprint covering technology, people, and governance shifts.
The Approach
- Customer Journey Mapping
Visualized the fragmented journey across mobile, web, call centers, and in-person centers. - Touchpoint & Experience Audit
Assessed usability and consistency across interfaces. - Persona & Behavioral Segmentation
Created tailored solutions for digitally-savvy, high-touch, and vulnerable segments. - Digital Experience Redesign
Unified all self-service options into a single mobile/web interface with simplified workflows. - AI-Enabled Contact Optimization
Deployed AI-powered chatbots and voice bots for high-frequency, low-complexity queries. - CX Governance Model
Designed a new governance structure for continuous journey improvement. - 360° Customer View
Integrated CRM, billing, and outage data for proactive and contextual service delivery.
The Impact
- Customer satisfaction improved from 80% to 91% within six months post-implementation
- Call center volume reduced by 32%, leading to significant OPEX savings.
Footfall at physical happiness centers dropped by 45%, reflecting improved digital adoption - First Contact Resolution (FCR) rate improved by 28%, driven by simplified journeys and smart routing
- A robust CX governance function was institutionalized to ensure continuous improvements
