The utility market has been through a profound transformation. The regulatory push, aimed at liberalization, maintaining sustainabilitỳ, energy security and integration towards a single international energy system, is accompanied by the progressive introduction of distributed systems for the production of energy from renewable sources, which impact on the subsequent phases of transport, storage, distribution and sale.
As regards the sale, the competitive scenario requires the evolution of the current CRM and offering solutions:
- For the B2C segment, the sales companies have now taken steps to offer services in addition to commodities: security, insurance, consumption monitoring platforms, energy consultancy, financing for efficiency projects. The enrichment of the offer is also generated by the desire to strongly push towards greater dynamics of the free market up to bringing the entire Italian customer base into the competitive market at the end of 2021
- With reference to B2B customers, the ability to build tailor-made offers, typically indexed and accompanied by specific options, becomes crucial. They therefore require to be tailored to the specific needs of the customer on: price, volumes, energy efficiency. The ability to calculate prices and offer indicators, based on updated trading data, is a fundamental element. Finally, the introduction of marginality assessment tools is required involving appropriate different actors, in the authorization process allowing the management of the final customer also from a post-sales perspective
In this scenario we are witnessing a progressive shift from a traditional CRM to a concept of customer experience management, also identified with CRM 4.0, focused on the concept of experience that takes into account all the points of contact and the integrated path through which a user interacts with a brand, through physical, analog and digital channels: the platforms evolve and are enriched with new features, since human interaction will tend to decrease more and more in the relationships between brands and customers, thanks to the spread of multi-channel interfaces and platforms based on big data analytics and artificial intelligence.
Power Reply's CRM offer is characterized, first of all, in the availability of teams that have been collaborating for years with the main players in the market, for the ability to identify, design and implement innovative solutions based on new digital technologies and for the availability of assets and preconfigured profits for a faster introduction of technological tools to support commercial processes.