AGL has a huge focus on digital. The business is currently undertaking a $300M AUD Customer Experience Transformation program. We’re looking at how we shape the experience for our customers at every point of interaction with AGL.
Company: AGL Energy Ltd
Entry submitted by: Liam Woods (Digital Community Channel Manager)
Lithy category: Digital CX All-Star
AGL is one of Australia’s leading integrated energy companies. It is taking action to responsibly reduce its greenhouse gas emissions while providing secure and affordable energy to its customers. Drawing on over 175 years of experience, AGL serves its customers throughout eastern Australia with meeting their energy requirements, including gas, electricity, solar PV and related products and services. AGL has a diverse power generation portfolio including base, peaking and intermediate generation plants, spread across traditional thermal generation as well as renewable sources including hydro, wind, solar, landfill gas and biomass.
AGL: Digital Customer Experience
AGL has a huge focus on digital. The business is currently undertaking a $300M AUD Customer Experience Transformation program. We’re looking at how we shape the experience for our customers at every point of interaction with AGL. Our goal is to transform the way customers interact with us--especially in digital channels--into a positive experience. At the end of the day, if our customers can contact us when and where they want to and have a good experience, it will only be positive for the business.
Whilst we are mid-way through the program at the moment and are still yet to deliver the bulk of the value, we have implemented a number of technology-focused initiatives for our customers that emphasise CX including:
Benefits of having both a community and a social media management platform
Having both Community and SMM from Lithium has been really great for AGL. We know customers increasingly want to interact with us digitally, and one of the ways we’ve responded to this has been to infuse the Community as a key channel throughout the many points of contact our customers have with us. We know that by doing this, our customers will have a better experience and AGL will receive tangible business outcomes and value.
In addition to other methods, perhaps the strategic initiative we’re most proud of is our use of Lithium’s REST API to really leverage the Community as a support tool for the business. We have created a customised, contextually relevant FAQ tool which we have inserted on 50 pages on the AGL website, enabling our customers to seek additional assistance at the perfect time – when the content we host on our domain is not enough, and right before they call our contact centre. Through initiatives such as these, we have seen our customers begin to self-serve on their own without prompting, which was fantastic to see.
In addition to this, we recently redesigned our Community’s IA to ensure that it conforms to the redesigned agl.com.au website. As a result, we are seeing a lower bounce rate and higher engagement as customers can make the connection between the Community and AGL’s digital brand. We also added a new single sign on capability in April 2017 which will link to other key AGL digital assets very soon, providing a brilliant experience.
Our Social Media Management tool has also improved our experience by ensuring that customers get personalised support within 1 hour of first contact, regardless of the channel they use. We manage this at scale across 3 different countries, and the customers are loving it.
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