Water Corporation overhauls customer interactions approach

Water services provider looks to usher in a new era of multi-channel engagement

Western Australia-based water resources provider, Water Corporation, is looking to bring consistency and unity to its customer engagement approach and has brought on a new multi-channel technology platform to achieve it.

Water Corporation is the principal supplier of water, wastewater and drainage services in Western Australia to hundreds of thousands of homes, businesses and farms across 2.6 million kilometres, and manages $34 billion in assets to deliver water services.

The company has selected Interactive Intelligence’s Customer Interaction Center engagement suite and is first rolling out the platform out to its contact centre. The objective is to use the technology to automatically route and manage inbound and outbound calls in order to speed service and help contact centre agents deliver a more personalised customer experience for the more than 800,000 calls they receive each year.

Water Corporation customer and community general manager, Catherine Ferrari, said the objective was to continue to meet customers’ needs, which are becoming increasingly multi-channel.

Customers want to be kept informed, and for us to available when they need us and available through their channel of choice,” she told CMO. “To do this, we recognised the need to transform our tradition call centre to a contact centre, which required the investment in a platform which would support an omni-channel proposition and give us the ‘single’ platform to deliver against our customers’ needs in an efficient and effective manner.”

The organisation previously used Aspect for its telephony platform, which was ageing and approaching end-of-life, Ferrari said. Call recording and workforce management were then being supplied by another provider.

We’re looking to integrate our existing email channel into Customer Interaction Centre first, which will enable us to deliver an improved customer experience through our existing channels as a priority,” she explained.

“This will be followed by the transition and expansion of our existing social media channels, the introduction of Web chat and outbound push notification over the next 18 months.”

CIC now supports 160 staff at two contact centres in Perth. It’s also backing up Water Corporation’s quality assurance program by recording agent/customer conversations, and taking screen scrapes that are used by team leaders to identify staff coaching needs.

Other features include customer feedback management and automatic call distribution. In addition, workforce management is helping to simplify the process of scheduling staff across contact centres.

“CIC will help us seamlessly support chat, email and social media, and all running on the same platform, which will help us deliver more consistent, fast and efficient service for our customers,” Ferrari said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu





Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

If creative, media and technology were bedfellows

It’s become crystal clear that if you’re going to be successful in the ever-shifting marketing landscape, you need to be able to change direction, and fast. Fluidity and agility are key, and that’s why having technology, media and creative playing on the same team is going to be crucial for the successful marketer or agency.

Jason Dooris

CEO and founder, Atomic 212

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

loved the Qantas airline and hyundai one

Furqan Bin Rizwan

10 examples of virtual reality marketing in action

Read more

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

Latest Podcast

More podcasts

Sign in