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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Algorithms that can make sense of unstructured data is the future. It's great to see experts in the field getting together to discuss AI.

Sumit Takim

In pictures: Harnessing AI for customer engagement - CMO roundtable Melbourne

Read more

Real digital transformation requires reshaping the way the business create value for customers. Achieving this requires that organization...

ravi H

10 lessons Telstra has learnt through its T22 transformation

Read more

thanks

Lillian Juliet

How Winedirect has lifted customer recency, frequency and value with a digital overhaul

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

Blog Posts

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Why does brand execution often kill creativity?

The launch of a new brand, or indeed a rebrand, is a transformation to be greeted with fanfare. So why is it that once the brand has launched, the brand execution phase can also be the moment at which you kill its creativity?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in