Leaders in the energy sector looking to improve utility customer experience are actively exploring artificial intelligence in contact centers. Artificial intelligence (AI) in contact centers is common. AI and GenAI have touched nearly every aspect of business, including the customer experience (CX). As companies strive to deliver exceptional service, AI has emerged as a tool with great potential to enhance customer interactions, boost efficiency, and improve the bottom line for many industries, but especially utility customer experience.
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Michelle Ferrara, chief information officer at Arizona Public Service (APS), constantly works with her team to improve customer experience. As CIO, Ferrara is responsible for the company’s IT infrastructure and applications, including planning, architecture, development, and operations, as well as managing the technology strategy and the digital challenges a major electric utility faces.
As a guest in a recent webinar hosted by rSTAR Advisory Council members Chris Moyer and Mark Browning, she shared insights on GenAI’s potential to bring about a new era for utility customer experience. Ferrara identified a few key themes that have contributed to APS’ success with integrating GenAI into its operations:
Personalized, Omni-Channel Experiences
Utility customers increasingly expect tailored interactions based on their individual needs and preferences. AI has made it possible to introduce a “customer of one” strategy. This involves delivering a highly personalized experience and two-way communication via tools like text messaging. Technology allows them to account for factors like customer location and individual preferences when engaging to make customers feel valued and validated.
Proactive Communication
APS has proactively reached out to customers with relevant information and offers to encourage engagement and bolster satisfaction.
Artificial Intelligence in Call Centers Supports Good Communications
Integrating AI alone isn’t enough to create a winning CX. Internal communication carries a lot of weight in this context. Indeed, it can make or break a customer interaction. Customer service representatives (CSRs) must have clear, consistent information logged in call summaries to deliver a high-quality experience. Artificial intelligence in call centers supports, rather than replaces, customer service agents.
Technology Adoption and Governance
Ferrara recognizes the inherent risks that come with GenAI adoption. That said, organizations should thoughtfully consider how to leverage AI while being mindful of the threats and the ethical dilemmas it can bring to light. Internally, APS has embraced a culture of innovation while considering how concerns related to reputational risk, employee wellbeing, and other facets might intersect and introduce complexities.
Cross-Functional Collaboration
Successful AI implementation requires collaboration between various departments, including IT, customer experience, legal, and security. At APS, they enabled a cross-functional governance and risk committee with representatives from cyber security, HR, legal, ESG, and IT. On this forum, stakeholders can raise concerns about technology-related projects. The feedback ensures that leaders across the organization can influence policy design and explore what’s next regarding AI projects.
Celebrate Wins
Sometimes, internal champions come from places you might not expect. For instance, Ferrara notes that APS has some of its most passionate advocates for GenAI in finance and other areas because they’ve seen quantifiable results. Every organization should find ways to engage them so they can educate other departments on best practices for execution.
Ferrara notes that APS has leveraged advanced technology to speed up workflow and proactively support the company. For instance, chatbots enhance customer service and help to streamline processes across the organization. With this greater efficiency, IT can focus on delivering solutions that anticipate business goals.
Seek Experienced AI and GenAI Partners
You don’t have to be an expert in everything. Ferrara recognizes the limits of her knowledge and experience and makes a point to source talent, partners, and advisors who can fill in the gaps. After all, AI is a dynamic area, and the early chapters are still being written.
Hungry for more insights related to GenAI as it relates to the customer experience in the energy sector? Watch the webinar on-demand and stay tuned for two forthcoming posts in this series. And, for more insights into GenAI and AI for utilities, watch the replay of our May webinar featuring Chris Moyer on the future of AI for utilities.
rSTAR Technologies and GenAI Practice for Utilities
rSTAR has been leading the way in AI and GenAI CX for utilities. Our dedicated utility practice area helps companies create an omnichannel utility experience, ensuring that customers experience the same excellent service whether they interact with your utility through web chat, call centers, or self-service, GenAI platforms. Move beyond idea to implementation with GenAI for utilities and other asset-intensive industries.
