2Q 2019

Customer Experience Analytics

Customer Insights, Customer Segmentation, and Campaign Management Analytics: Global Market Analysis and Forecasts

The utility industry cannot be considered a pioneer in the customer experience (CX) field, and for good reason. Electricity providers’ brand awareness is low compared with many other industries. For decades, electricity was regarded as a commodity that was taken for granted by most customers, and electricity providers were rarely noticed until something went wrong—primarily through a billing error or power outage. Though customers have little engagement with the energy they use, the electricity industry is essential to modern life.    

Electricity markets began the slow path to liberalization at the turn of the century. Many markets—Europe, Australia, Japan, and a handful of US states—now allow customers to choose their electricity provider. Unsurprisingly, these markets have many active and mature CX programs. However, CX is by far the preserve of competitive markets. Worldwide energy price increases over the past 15 years have brought utility bills sharply into focus. Customers have long been questioning the industry’s approach to customer service in the context of interminable rate rises.

This Navigant Research report discusses how competition, regulatory pressure, and ownership structures have been significant drivers for adoption of CX analytics. The study analyzes the disruption that comes with the transition to the Energy Cloud, particularly in the shift of business models from energy supply to energy services. Global market forecasts, segmented by CX type and region, extend through 2028. The report examines CX analytics opportunities and technology obstacles to bring much needed clarity to future business model development.
Pages 36
Tables | Charts | Figures 17
  • Why are customer experience (CX) analytics important to utilities?
  • What is driving CX analytics adoption?
  • How does CX differ from customer engagement?
  • How is CX adoption different in competitive and vertically integrated markets?
  • What best practices should utilities adopt when deploying CX analytics?
  • Utilities and energy suppliers
  • IT vendors
  • Analytics vendors
  • CX specialists
  • Consultants
  • Regulators
  • Energy service providers
  • Investor community

1. Executive Summary

1.1   Introduction

1.2   Market Drivers and Direction

2. Market Issues

2.1   Customer Contact Efficiency Improvements

2.2   Increased Regulatory Scrutiny of Utility CX Performance

2.3   The Energy Transition

2.4   Increased Competition for Energy Services

2.5   New Customer Relationships

3. Technology Issues

3.1   Monitor CX Performance Metrics

3.2   Improve CX Efficiency with RPA

3.3   NPS

3.4   Mitigate CX Risks in Large-Scale IT Projects

3.5   Segmentation Analysis

3.5.1   Segmentation Analysis Is Maturing

3.5.2   Understanding Different Kinds of Customer

3.6   Improve Insights with VoC Analysis

3.7   Alliant Energy/Vision Critical Case Study

3.8   Red Energy/SAS Case Study

4. Market Forecasts

4.1   Global Markets

4.2   North America

4.3   Europe

4.4   Asia Pacific

5. Conclusions and Recommendations

5.1   Use Analytics to Manage Changing Customer Requirements

5.2   Partner Selection

5.3   Avoid Siloing

5.4   Competitive NPS Mindset

5.5   Energy Cloud Preparation

6. Acronym and Abbreviation List

7. Table of Contents

8. Table of Charts and Figures

9. Scope of Study, Sources and Methodology, Notes

  • Utility Industry Incumbents Are Increasingly Facing Competition From Disruptors
  • Energy Cloud Products and Services Will Be Built On Multiple Technologies
  • Residential Energy Cloud Business Models
  • Commercial and Industrial (C&I) Customer Energy Cloud Business Models
  • C&I Customer Energy Cloud Business Models
  • Customer Effort Interactions by Industry, 2018
  • Annual Utility Residential Energy and Non-Energy Solutions Revenue by Solution, World Markets: 2018-2027
  • Customer Experience Analytics Revenue by Segment, World Markets: 2019-2028
  • Customer Experience Analytics Revenue by Region, World Markets: 2019-2028
  • Customer Experience Analytics Revenue by Segment, North America: 2019-2028
  • Customer Experience Analytics Revenue by Segment, Europe: 2019-2028
  • Customer Experience Analytics Revenue by Segment, Asia Pacific: 2019-2028
  • Customer Experience Analytics Revenue by Segment, World Markets: 2019-2028
  • Customer Experience Analytics Revenue by Region, World Markets: 2019-2028
  • Customer Experience Analytics Revenue by Segment, North America: 2019-2028
  • Customer Experience Analytics Revenue by Segment, Europe: 2019-2028
  • Customer Experience Analytics Revenue by Segment, Asia Pacific: 2019-2028
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