Leading energy company, Total Gas & Power (TGP), was seeking to strengthen its overall Customer Experience (CX) by increasing customer satisfaction and gaining deeper insights into brand perception
WNS partnered with TGP to set up a data analytics center of excellence to convert customer interactions into business insights
The solution enabled TGP to develop targeted CX initiatives while improving decision-making and speed-to-market
Energy and Utility (E&U) companies generate humongous volumes of customer data across communication channels. This data can help companies improve Customer Experience (CX) and meet other key business objectives. However, the challenge lies in effectively capturing, managing and mining relevant data. A clearly defined data-driven CX strategy, underpinned by analytics and automation, can help companies glean actionable insights and identify patterns.
As a customer-centric business with trust at the heart of its vision and strategy, it noticed that its Customer Satisfaction (CSAT) was below the defined expectations of the management. Preliminary analysis showed that while TGP had visibility into high-level trends, it had limited granular-level insights into customer expectations and brand perception. Further, the absence of sentiment analysis prevented TGP from gaining in-depth actionable insights into customer journeys, and accurately measuring the impact of its initiatives to improve CX.
WNS leveraged its knowledge and experience of working with global E&U providers, along with its analytics and automation expertise, to set up a data analytics Center of Excellence (CoE). The CoE helped convert customer interactions into business insights.
Key aspects of the solution included:
Monitoring and measuring CX on a daily, weekly and monthly basis across voice and e-mail channels
Deploying an automation-led internet voice response tool to capture customer feedback after every voice interaction
Implementing an e-mail survey solution to enable customers to provide detailed feedback on their experience when their queries were resolved, and the quality of communication during e-mail interactions
Deploying artificial intelligence- and analytics-embedded survey to unlock granular-level insights on CX
Deploying customer sentiment analysis aligned with customer journeys to get an accurate view of brand perception
Formalizing measurements and metrics to monitor the effectiveness of CX initiatives
That the right data analytics strategy and tools can help extract key insights to drive strong business and customer outcomes. The WNS analytics CoE solution enabled TGP to gain better insights into customer journeys and develop highly targeted CX initiatives.
Other key benefits include:
E-mail CSAT was strengthened by 25 percent
E-mail Net Promoter Score witnessed a 46 percent improvement
Customer communication scores improved by 33 percent
Response rates increased across all channels – more than 10,000 actionable customer feedback surveys undertaken
Improved business decision-making and speed-to-market
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03 December 2021
18 December 2019