Iberdrola case study
In energy markets with minimal product differentiation, customer experience and information accessibility drive retention decisions. Iberdrola discovered an opportunity to simultaneously enhance customer experience and reduce operational costs.
By utilizing the power of Alterian's Real-Time CX platform Iberdrola were able to:
- Dramatically reduce call volumes
- Empower their customers to utilize self-service tools that were already available
- Increase customer satisfaction scores and average lifetime value per customer
The business challenge
Iberdrola pinpointed that they were seeing a large volume of inbound calls related to tasks that could be more easily completed by customers through their app and website.
There was a clear disconnect between contact center, digital and the consumer. This could have been due to traditional customer behavior and lack of familiarity with the website and app functionality. Based on previous efforts to make common contact center tasks available as self-service tools there was something missing in the journey that customers were not taking to complete these tasks online. Therefore, Iberdrola used the power of Alterian’s Real-Time Platform to work through these issues to deliver an effective real-time customer experience and help reduce overall costs for the business in the process.
How was this achieved?
Listening and learning with journey analytics?
Iberdrola employed journey analytics to identify disconnect points across channels, visualizing individual customer paths and key data insights to understand customer challenges.
Putting insight into action with journey orchestration
Alterian’s CX Platform enabled Iberdrola to orchestrate customer journeys in real-time and improve the customer experience while reducing costs.
Delivering the Change
By using journey orchestration, Iberdrola was able to detect if a customer was engaging to resolve a billing issue at the first point of contact.
Personalized Experience
At that point the digital experience was personalized and optimized in real-time to make billing inquiries specific to the individual and prompting the most relevant self-service tools to drive the customer to be able to get all the information they needed at their fingertips once they logged in.
Cost Reduction with Self-Serve
The Alterian CX Platform was used to guide customers to self-serve in real-time by providing an individual self-serve journey, not only creating a better customer experience, but reducing call volumes as well.
Results
By combining journey analytics to identify where journeys were broken with the real-time decisioning and personalization from journey orchestration, Iberdrola saw positive results quickly and with a sizable uplift.
- 22% average increase conversion to digital tools vs. call center within the first 30 days
- 174% increase in usage of pre-existing self-service billing functionality
