Naturgy has transferred all its customers to a new digital platform with AI, which improves the quality of service and simplifies the management of its supplies, to operate more quickly and closely. This transition has been carried out for half a year. The new group marketer is called Naturgy clients.
What has been the biggest technological challenge to create customers from scratch?
Make such a relevant change to such a high number of customers at the same time, in record time. Changing a commercial system is always complicated, because you must do it without affecting the operation or service, and in this case we have transferred all our domestic consumers of the liberalized market to the new platform satisfactorily. The process has been carried out in an orderly manner; It began in July 2024 and culminated in February for residential customers. But the most important thing is that we have achieved the objective: simplify the relationship with our clients through a more agile service.
What improves the customer experience this platform?
With the new marketer we offer a more intuitive and fast platform. Customers will have the possibility of requesting efforts or consulting the historical consumption information, invoices and efforts made. In addition, you can monitor in real time of open efforts. For the segment of industrial clients, we have developed a new virtual office through which they can visualize all the information of energy contracts; See and download invoices, reports or consumption curves; Make comparisons with previous years and follow the course of all requests made. The new platform also involves a simplification of all processes, to provide the company with greater flexibility to respond and solve. Some indicators already illustrate that improvement in customer assessment, both in terms of satisfaction and resolution. In addition, we have incorporated the AI natively in multiple processes that will result in better knowledge and customer service.
Why have you chosen to create Naturgy customers from scratch?
At some point we had the debate of what was better, whether to build on our traditional systems or start from scratch. The conclusion was rapid: the ambition of change and improvement required to complete the technological basis. Business and technology complicity has been fundamental.
What role will Big Data play in Naturgy customers?
Customer knowledge is essential to adapt to their needs and offer the best products. The Big Data gives us the technology to achieve it.
What other benefits does the new marketer present?
The change is a total transformation in Naturgy’s commercial operation based on five large pillars: total focus on the client, extreme simplicity, processes automation, maximum levels of demand and use of technology for permanent improvement. Our goal is that the processes and our relationship with customers are clear, understandable and traceable. We want, through technology, to improve the operation and excellence with our clients.
What implies that the platform is native to?
Having such a modern technological platform facilitates the direct incorporation of AI in different processes naturally, so we say that it is native. We have already deployed in different processes, mainly in those related to customer interactions, and we will continue with the progressive deployment that will help us in the continuous improvement of the service. Also in examples that facilitate self -service, or recommendations of products based on consumption patterns that favor the energy savings of our customers. The ultimate goal is to facilitate any management to customers and also to the agents operating in the care channels.
Naturgy has set out to become the best marketer in customer service in Europe, how will it achieve it?
We have created a marketer from scratch without inheriting any habit that could be brought in our goal. Today, technology allows us to respond much faster and more precisely to the needs of customers, but this project goes much further, since it is a complete change in culture and in all business processes. This new way of working is accompanied by a radical simplification in everything we do and has as its ultimate obsession excellence in customer experience.
What are the biggest challenges of the digital transition?
A part would be the cultural change (which is not exclusive to our sector, but of all companies), to be able to understand the opportunities that digitalization offers us to change and improve how things do. Of course, innovation always have to apply it in a responsible way, that is, innovate and transform, but guaranteeing a service as essential as we provide to society.