AES Corporation’s two North American utilities needed to meet customers’ changing expectations to the customer experience. But its current systems and processes were rooted in legacy technologies and the traditional way of thinking about utility customers and doing business. West Monroe helped AES US SBU develop a plan for the utility to become more customer-centric. Through our partnership, we:
They’re not just there to give us advice and go away. They really roll up their sleeves to help us solve these issues. That’s what I value.
AES is transforming its business strategies in response to evolving customer expectations and demands for improved customer advocacy. See how West Monroe partnered with AES to help them capture valuable customer insights that they can use for data-driven customer interactions.
In a digital world where utility customers need service and information faster than ever, AES needed to shift its internal perspective to put customer experience at the core. The utility operator turned to West Monroe to transform its customer experience in a way that uses data effectively and also gives customers ownership and control of the information they receive.
First, we conducted 12 internal workshops with AES staff, ranging from linemen to utility presidents. Business functions were there, too, including regulatory, customer service, corporate communications, and field operations. The sessions included:
Then, we drew insights from AES US SBU’s residential and industrial customers, through 60 in-depth focus groups and a survey which yielded feedback from more than 6,000 customers.
The team brought together AES US SBU’s business operations and technology leaders to achieve a consensus for a new customer experience strategy, which allowed the client to break free from the constraints of legacy systems, disparate data, and outdated costumer service assumptions.
AES planned to enact 10 initiatives over three years – chief among them implementing a CRM that establishes a single source of customer data, including interaction history and communication preferences. This strategy motivated employees to focus on customers and opened the door to many new approaches for interacting with costumers and introducing new service offerings.