CRM in the utility industry: 4 ways to create a more efficient customer journey

1. Ticket management – where it all begins

Efficient handling of customer enquiries is essential in an industry where power outages, invoice questions, and service requests are part of daily life. With a robust CRM system, you get:

• Centralised customer data – one place for all cases
• Automated workflows to ensure quick response
• Shorter response times and higher customer satisfaction
• Insight into trends and performance to enable a proactive approach

All with one goal in mind: faster resolutions – and happier customers..

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2. Sales – stay on top of relationships and contracts

Sales in the utility industry may not revolve around traditional products, but it’s still about relationships, contracts, and timely follow-ups. A good CRM system should:

• Support the entire sales and renewal process
• Automate reminders and follow-ups
• Provide sales insights and KPI overviews without unnecessary admin
• Enable personalisation and upselling through data

Tip: Keep it simple. Far too many sales processes become overly complicated – and that costs time and efficiency.

3. Communication – build connection, even in digital channels

Customers expect more than ever – and they expect to be met on their terms. That’s why your communication should be:

• Segmented and relevant – for example, based on location or customer type
• Automated, yet personal – with names, history, and perfect timing
• Omnichannel – from email and SMS to Messenger and customer portals

A good CRM makes it easy to stay in touch consistently – without stealing valuable time from your daily work.

4. Field service – efficiency that makes a difference on site

For many utility companies, the field team is the only direct touchpoint with the customer – and it needs to run smoothly. CRM can help::

• Optimise planning and task allocation
• Provide mobile access so tasks can be updated on the go
• Connect tickets directly with field technicians
• Improve collaboration across departments

And when you connect your CRM with customer portals and digital self-service tools, customers gain more insight – and you get fewer calls.