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

Blog Posts

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Natural born leaders

Many business and marketing managers progressing to leadership positions face evolving their focus from operational matters to strategic decision making and planning.

Jean-Luc Ambrosi

Author, marketer

Interesting article but what about the employees? There needs to be access to quick cash for everyone involved lest we have yet another '...

Joel Pencer

Suncorp outlines customer investments, digitisation as key to business improvement

Read more

Just printed out this Brad Howarth screed to read tomorrow. I need a good laugh once in a while. Or maybe shed some manly-man tears at th...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

Morons. PC Nazis infiltrating and subverting every level in our lives.These scum have destroyed our education system.Read FrontPage Magaz...

Larry A Singleton

What a diversity agenda has done for Kellogg's staff and innovation engagement

Read more

It is an accepted fact that in the present times the mass makes use of digital marketing more often and are more and more enlightened wit...

Digital Marketing Course in Ja

Why RMIT is partnering with Adobe for digital marketing learning

Read more

If men were really the dominating brutes that feminist make them out to be ,then women really would be second class citizens. Without th...

aaron

Analysis: Gillette's latest ad only proves why brands standing for positive change is vital

Read more

Latest Podcast

More podcasts

Sign in