Telecommunications and Energy

Customer journey mapping in the telecommunications and energy sector involves understanding the interactions and experiences of customers as they engage with energy services, products, and providers.

What telecommunications and energy companies have in common is that their core business is usually offered in the form of tariffs - a statement of a provider's rates, services, and terms and conditions. If a customer is dissatisfied, it is easy for them to switch contracts and take advantage of the services offered by a competitor that offers better service or rates, especially by using tariff comparison portals or taking advantage of incentives, such as new customer campaigns.

Companies therefore try to increase customer loyalty by offering services in addition to their core tariff business. For example, most telecommunications companies offer the necessary hardware (laptops, smartphones, IoT devices, etc.) in a bundle with their tariffs, as do energy companies (e.g. wall boxes, solar systems, etc.).

It is important for telecommunications and energy companies to correctly assess customer behavior, especially at the end of the initial contract term, to identify dissatisfied customers and proactively make an offer (a discount or extra service) to prevent the customer from cancelling their contract or switching. Typical questions telecommunications and energy companies ask in this situation include:

• Is the customer looking for other tariffs?
• Is the customer satisfied and not even thinking about the expiring contract and the anchored price increase?
• Did any anomalies occur during the contract term, such as bill shocks, causing a bad experience for the customer?

Here are some examples of how customer journey mapping can be used in both the telecommunications and energy sectors.

Onboarding and Activation

Companies can map the customer journey from the moment a customer signs up for a new service to the activation of their account. This journey might include steps such as selecting a plan, ordering equipment, scheduling installation, and activating service. By mapping this journey, companies can identify pain points or delays in the onboarding process and streamline the experience to reduce churn and improve customer satisfaction.

Customer Support Interactions

Customer journey mapping can help companies understand the various touchpoints where customers interact with customer support, such as contacting a call center, using online chat support, or visiting a retail store. By mapping these interactions, companies can identify opportunities to improve responsiveness, reduce wait times, and enhance the quality of support provided, ultimately leading to higher customer satisfaction and loyalty.

Billing and Payment

Mapping the customer journey related to billing and payment processes can help companies identify pain points and opportunities to streamline these processes. This might include steps such as receiving bills, making payments, setting up automatic payments, and managing account balances. By understanding the customer journey, companies can optimize billing and payment systems to reduce errors, simplify billing statements, and offer convenient payment options to customers.

Service Upgrades and Changes

Telecommunications companies can map the journey of customers who request service upgrades or changes, such as upgrading to a higher-speed internet plan or adding additional phone lines to their account. By understanding the steps involved in these processes, companies can make it easier for customers to make changes to their services, provide relevant recommendations, and ensure a smooth transition without disruption to their service.

Retention and Loyalty Programs

Customer journey mapping can help companies understand the journey of customers who are at risk of churn or who may be eligible for loyalty programs or promotions. By identifying key touchpoints in the retention journey, companies can implement targeted retention strategies, such as offering discounts, rewards, or personalized offers to incentivize customers to stay with the company.

Residential Energy Consumption

Energy companies can map the journey of residential customers from energy usage monitoring to bill payment. By visualizing the customer journey, companies can identify opportunities to promote energy efficiency, encourage behavior change, and provide personalized recommendations for reducing energy consumption. For example, by analyzing the journey of customers who participate in energy efficiency programs, companies can tailor outreach efforts to address specific energy-saving opportunities in households.

Smart Energy Solutions

With the rise of smart meters and home automation technologies, customer journey mapping can help energy providers understand how customers interact with smart energy solutions. By mapping the journey of customers who install smart thermostats, solar panels, or energy monitoring devices, companies can identify opportunities to educate customers about the benefits of these technologies, provide ongoing support, and optimize integration with existing energy systems. For example, by mapping the journey of customers who enroll in demand response programs, companies can tailor communication strategies to encourage participation during peak demand periods and maximize energy savings.

Renewable Energy Adoption

Customer journey mapping can also be valuable for promoting the adoption of renewable energy solutions such as solar panels, wind turbines, and community solar projects. By mapping the journey of customers who express interest in renewable energy options, companies can provide targeted information, guidance, and support throughout the decision-making process, from initial inquiry to installation and beyond. For example, by analyzing the journey of customers who participate in community solar programs, companies can address common concerns such as cost, feasibility, and environmental impact to increase adoption rates and support sustainable energy goals.

Overall, customer journey mapping in the telecommunications and energy sectors enables companies to gain insights into customer needs, preferences, and behaviors, allowing them to deliver personalized experiences, drive engagement, and foster long-term relationships with customers.

To see an example of how to use a customer journey in an Energy example, go to Customer Journey Implementations in the Business Analyst Guide.