Discover how utility companies can treat each customer as an individual, using their history and context to predict the Next-Best-Action that will satisfy their individual needs while achieving business objectives. Learn more about Pega Solutions for Utilities: http://www.pega.com/solutions/by-industry/energy/utility-industry-solutions

1. How Decisioning and Analytics Brings Colourful
Customer Centricity to Your Businesses
MR AND MRS AVERAGE
A black and white approach
What does an average customer look like?
Many utility companies segment their
consumer customer bases using dimensions
such as socio-demographic factors, LTV,
contract life stages, marketing-defined
customer types, and so on.
Utility companies try to make the best matches for
propositions and service offerings to those segments so
that they can increase revenue and maintain or improve
market position against a rapidly changing landscape of
competitors and consumer value perception.
However, dealing with averages means that they are
unable to really answer questions about their
customers such as: Which ones are the most
profitable? Which ones will accept their offers?
It also means that they have to define and implement
average customer processes and actions because
they cannot be sure to match marketing, sales or
customer service action against a specific
customer’s needs.
Find the right type
of customers and
offer them the
most relevant and
attractive offers.
As more data is
analysed look at
margins for each
product and
service for each
customer, choose
the best channels.
Take proactive
actions and apply
differentiated
strategies to
mitigate the risks
of a customer
entering the
collections cycle.
Take preemptive
and proactive
actions to retain
the most valuable
customers and
extend the
customer's
lifetime value.
CAMPAIGN BASED APPROACH
WHICH CUSTOMERS ARE MOST PROFITABLE?
UTILITY COMPANIES ACHIEVE AVERAGE RESULTS AT BEST, WHICH ARE FAR FROM WHAT THEY NEED
IN ORDER TO MEET THE EXPECTATIONS OF THEIR SHAREHOLDERS AND THE MARKET IN GENERAL.
Each customer is an individual
Instead of using averages and broad segmentation to guess the best actions and offers for customers – the
equivalent of seeing customers in just black and white.
TREAT EACH CUSTOMER AS AN INDIVIDUAL.
USE CUSTOMER HISTORY AND CONTEXT TO PREDICT
NEXT-BEST-ACTION.
Using predictive and adaptive analytics and sophisticated decision management, utility companies can treat each
customer as an individual, using their history and context to predict the Next-Best-Action that will satisfy their
individual needs while achieving business objectives.
NEXT-BEST-ACTION OFFERS
YOU CAN VISUALISE YOUR CUSTOMER PROCESSES TO MAKE THEM MORE SPECIFIC, MORE
RELEVANT, MORE PROACTIVE AND MORE EFFECTIVE FOR THE INDIVIDUAL CUSTOMER.
A LIFETIME OF INSTANCES
To derive the maximum value from understanding the nuances of each customer, you need the ability to apply
colour to all your customer processes, all of the time and across the full customer lifecycle.
WITH PEGA'S COLOUR ENGINE, YOU CAN PAINT VIBRANT CUSTOMER INTERACTIONS WITH EACH AND
EVERY CUSTOMER, WITH EVERY OFFER, ACROSS EVERY CHANNEL AND IN EVERY CIRCUMSTANCE.
Pega Colour Engine
Pega’s unique Next-Best-Action Marketing allows our utility clients to
deliver colourful customer centricity to their businesses. It enables them
to use the vast volumes of customer data that they already have to use the
uniqueness of each customer to their advantage. Our clients are able to
apply customer colour in real time to each customer interaction to make
the conversation meaningful, relevant and within the context.
Our clients use Pega Next-Best-Action Marketing to add colour to each
action within unified processes that deliver on their promises. They apply
colour to processes across any channel, across the silos of back-offices
operations, in real time and over time.
They deliver consistent and coherent user experiences through inbound
and outbound communications, through traditional channels (phone,
retail, mail) and new channels (social media, mobile, interactive TV, etc.)
Most importantly, they deliver seamless execution by making the right
promises in the front office while automating fulfilment in the back office.
WANT TO KNOW MORE?
WWW.PEGA.COM
Pegasystems revolutionises how leading organisations optimise customer experience and automate operations.
Our patented Build for Change®
technology empowers business people to create and evolve their critical business
systems. Pegasystems is the recognized leader in business process management and is also ranked as a leader
in customer relationship management software by leading industry analysts.
For more information, please visit us at www.pega.com.
ABOUT PEGASYSTEMS
Customer
Acquisition:
ANALYTICS
for Targeted
Offers
ANALYTICS
for Differentiated
Customer Service
ANALYTICS
for X-Sell and
Up-Sell
ANALYTICS
for Risk Mitigation
ANALYTICS
for Customer Churn
Customer
Optimisation:
Customer Value
Growth:
Customer Risk:
Customer
Retention:
3
1
THE
OUTCOME?
2
VIEW EACH CUSTOMER
IN VIVID COLOURS.
JUST WHAT
I NEED!
PERFECT! THANK
YOU!
OFFER
1
OFFER
2
OFFER
3
WHICH CUSTOMERS WILL ACCEPT OFFERS?
INCONSISTENT
CUSTOMER SERVICE
POOR CONVERSION
RATES
HIGH CHURN UNHAPPY
CUSTOMERS
PLEASE
HOLD...
THE POWER OF
CUSTOMER INTERESTS COME IN LOTS OF
COLOURS
SMART
METER
BETTER
INSURANCE
BETTER
TARIFF
As you gain the
customer's trust,
increase
cross-selling and
up-selling, but
only with relevant
offers delivered at
the right time.