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

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Brand management starts with management

As the world continues to grow and evolve, it’s more important than ever to build a strong brand that articulates your message clearly and consistently, stands out against the noise, and develops relevance with the people that matter. This makes managing your brand a key component to gaining cut-through and ultimately business success.

Dan Ratner

managing director, Uberbrand

Disrupting marketing as we know it

Call it digital disruption or the fourth industrial revolution, our rapidly evolving environment is affecting consumer perceptions, purchase behaviours and the way they consume information and products.

Jean-Luc Ambrosi

Author, marketer

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Very very good piece- very novel and innovative and very possibly- effective - way to look at one's communication headlines!

Patrick Dsouza

Should your disclaimer become your headline? - Brand science - CMO Australia

Read more

Excellent post Rob, Mobile app users are growing day by day. Everyday lots of apps are launched in the market but not every app retains t...

Marcus Miller

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

very informative blog. I really like the information given in this blog.http://gng.com.au/

Gajanand Choudhary

The evolving role of the CMO - The CMO view - CMO Australia

Read more

It is true That’s the new read following up Deloitte Digital's Digital disruption - Short Fuse, blowup analysis series, that appearance t...

miller645645@mail.ru

Digital disruption about to impact health, education sectors

Read more

Latest Podcast

More podcasts

Sign in