British Gas selects customer journey mapping to enhance user experiences - The EE

British Gas selects customer journey mapping to enhance user experiences

Adam Firbank of British Gas

British Gas has implemented Quadient Customer Journey Mapping to provide personalised communication-driven customer experiences.

With this system, part of Quadient’s Customer Experience Management (CXM) suite of solutions, British Gas creates and manages in-depth, intelligent journey maps that are used to visualise the customer journey and that orchestrate customer communications and provide insights into customer satisfaction levels and business impact at each touchpoint.

With the utilities industry facing increasing commoditisation, British Gas, traditionally a business-centric energy provider, has transformed itself into a customer-centric service business with offerings including energy supply, insurance and home repairs, smart metres and smart home devices. British Gas has successfully utilised Quadient’s omnichannel customer communications management platform, Quadient Inspire, for several years, consolidating, streamlining and distributing more than 4,000 different pieces of personalised and compliant communications to its customers.

By integrating Quadient Customer Journey Mapping to extend the capabilities of Quadient Inspire, British Gas is strengthening trust and satisfaction throughout the customer lifecycle by ensuring that customers receive the right communication, through the right channel, at exactly the right point in their journey.

“Without the right tools in place, attempting to transform communications and the entire customer experience could prove painful, as multiple issues could have come to the fore,” says Adam Firbank, journey practice lead, customer communications, at British Gas. “The insight and the vision Quadient’s customer journey maps gave us have made us stop and completely rethink everything. It enables us to create an exemplary 21st century customer experience.”

British Gas has mapped all “current state” customer journeys across its business, from new customer queries to home engineer visits to service upgrades. Pain points and preferences along each of these paths have been identified, and existing communications have been personalised and aligned in real-time, and are now in a position to entirely transform customer experience.

Chris Hartigan

“We are delighted British Gas is continuing to expand its adoption of Quadient CXM solutions and are dedicated to supporting its efforts to understand its customer journeys and map them to personalised, compliant and proactive customer communications across the business,” says Chris Hartigan, chief solution officer, customer experience management, at Quadient.

“Communications play a critical role in any customer experience and the drive to deliver customer experience excellence is a necessity not only in the energy and utilities space but across all industries where communications are at the heart of customer engagement, such as banking, insurance and healthcare. Quadient’s CXM solutions provide businesses with superior omnichannel communications and propels them to the next level of deeply understanding customer behaviour in real time and orchestrating and automating better experiences for customers.”

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