A Unified Customer Experience Through Customer-Preferred Channels is Key for Utility Retailers' Success, According to IDC Energy Insights

Newly-published IDC Energy Insights research reveals findings from IDC's CXIT and Social Survey 2014 on energy supplier trends and expectations regarding customer experience (CX). The objective of this study is to understand CX decision makers' key challenges, priorities, strategies, social business-related activities, and CXIT future expectations (including new technologies such as cloud, mobile technologies, Big Data/analytics, and social media tools for business purposes).

"Energy suppliers are learning to cater to a new generation of digital-savvy customers," said Gaia Gallotti, Research Manager, IDC Energy Insights. "Driving company presence across many communication channels is believed to be the most important factor to achieving superior customer experience. Today, the top 3 customer communication channels for ensuring a superior and unified customer experience are websites/portals (53%), emails (33%), and social networks (33%). However, it is noteworthy that mobile apps are significantly more preferred in the energy supply industry than in other industries. IDC Energy Insights believes mobile apps will have a more significant role in communication channels in the near future."

CLICK HERE to view the IDC Energy Insights iChart: Top 3 Preferred Communications Channels for a Superior and Unified Customer Experience.

Additional key findings from the study include the following:

• For energy supply companies, customer experience (CX) is predominantly in the hands of the chief marketing officer (CMO) or the CEO. Energy suppliers are twice as likely as other industries to have CMO-led marketing strategy goals.
• A third of respondents said they expect their customer-facing IT spend to increase over the next 12 months, which is suprising considering that 53% of them believe IT has been a steady contributor to ongoing operational effectiveness and 40% think IT has been a significant source of competitive advantage.
• CXIT investments will be made primarily in new technologies or services aimed at driving revenue growth - especially in mobile technologies, which 40% of respondents believe can positively transform customer experience.

More insights are revealed in the IDC Energy Insights study A Unified Customer Experience Through Customer-Preferred Channels is Key for Utility Retailers' Success (Document #EIOS07W).

For additional information about this report or to arrange a one-on-one briefing with an IDC Energy Insights analyst, please contact Gaia Gallotti at ggallotti@idc.com.

About IDC Energy Insights

IDC Energy Insights assists energy businesses and IT leaders, as well as the suppliers who serve them, in making more effective technology decisions by providing accurate, timely, and insightful fact-based research and consulting services. Staffed by senior analysts with decades of industry experience, our global research analyzes and advises on business and technology issues facing the utility and oil and gas industries. International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology market. IDC is a subsidiary of IDG, the world’s leading technology, media, research, and events company. For more information, please visit www.idc.com/energy, email info@idc-ei.com, or call 508-935-4400. Visit the IDC Energy Insights Community at http://idc-community.com/energy.