Digital Utility Trends: Orchestration of the Customer Experience

The Evolution of CRM

Historically, utilities have focused the majority of their customer technology investments on the Customer Information System (CIS), and for good reason. CIS has long provided the informational and operational backbone for executing any business activity involving a customer record and their relationship with the utility (providing reliable customer information, contracting terms and rates, billing, customer financial management, and the operating infrastructure and workflows for many back-office and core service channels).

Although many CIS solutions have developed extended offerings around digital service, advanced customer analytics, marketing, and sales capabilities; the primary role of these CIS infrastructures remains centered around the management of the customer and meter to cash - ensuring that information used across these extended ecosystems is tightly integrated with that single source of truth.

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