How Momentum Energy has transformed its entire business to be customer-led

Managing director and GM of marketing and sales for the Tasmanian-owned energy provider share the massive technology-led transformation program that's paying big customer dividends


Skills and training

It’s a big skills shift, too. In advance, Childs recruited professionals with Salesforce experience, and existing staff were given training.  But the most important decision was to put staff knee deep into the transformation program itself, she said.

“We made big sacrifices in our day jobs for six months,” she said. “But it paid dividends because once we went live, people knew what to do. You can’t go and learn this in a classroom in a week.”  

Momentum Energy also introduced an initiative recognising Salesforce experts, ensuring these people were spread across divisions. These individuals wear caps, run workshops and help staff around any issues.

But Geason agreed there is a higher level issue all organisations going through significant transformation program must confront around structure. A big skills gap is arguably around data and insight.

“We don’t have all the right skills and capability either technical or leadership level of getting the Ferrari out of first gear and that’s very confronting,” he said. “If we were to test the forward compatibility of our leadership in being truly capable of optimising and leveraging this technology, it’d be challenged. It’s not because we need them to be deep technologists, but because they’re now the critical link between the potential and reconciling it with what customers actually want. We are challenging historically norms.”

For Geason, the only limitation on Momentum Energy realising its ambitions is an inability to be creative and innovative when using the new platforms.

“The thing that stifles that is fear and people not feeling comfortable about challenging the way we do things,” he said. “You always have to believe there is a better way of doing something and constantly challenging yourself. 

“Hopefully, people are seeing a deep and extensive focus on sharing and facilitating knowledge in and across the business around customer insight. We’re also ferocious in our curiosity and insight around what our competitors are up to. For us, it’s about understanding the external environment and combining that in a customer-led design manner so we can have a series of initiatives, actions and investments that are all aligned and that make things better for our customers.”

- Nadia Cameron travelled to Dreamforce in San Francisco as a guest of Salesforce.

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

Conversations over a cuppa with CMO: Coles Group's Lisa Ronson

​In this week's instalment of Conversations over a Cuppa with CMO, we talk with Coles Group CMO and our former #1 in the CMO 2018, Lisa Ronson, about how the supermarket giant has approached marketing and customer engagement and how she's coped with the transformative and significant impact of the COVID-19 crisis as a leader and brand strategist.

More Videos

Modernization on marketing to promote products and business is really a big leap especially the age of social media. Thanks for sharing s...

Brayden Manchee

How National Tiles used digital personalisation to deliver 15 per cent of revenue online

Read more

Great write-up. I wrote an article about ASMR as well and the top ASMRtists:https://medium.com/illumina...

Dexx Mason

ASMR: Flash in the marketing pan, or something more?

Read more

Nice to be visiting your blog once more, it has been months for me. best mp3 converter

Yolanda R. Skillman

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

Typically I visit your web journals and get refreshed through the data you incorporate yet the present blog would be the most obvious bes...

Yolanda R. Skillman

What automated design is going to do to 3D printing and product customisation

Read more

I am overpowered by your post with such a decent theme. best mp3 converter

Yolanda R. Skillman

Report: Accountability key to marketing's influence in business

Read more

Blog Posts

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Brands with internal customer insights capability will survive and even thrive

According to The Australian Bureau of Statistics, two-thirds of Australian businesses across all sectors have reported taking a hit to revenue or cash flow due to COVID-19. About one in 10 said they have paused trading altogether. In 70 per cent of cases, this was due to COVID-19.

Pip Stocks

CEO of BrandHook and founder of Hearsay

Sign in