CRM will power utility's services

Utility company Powergen is trialing customer relationship management (CRM) technology to help to cross-sell its services to...

Utility company Powergen is trialing customer relationship management (CRM) technology to help to cross-sell its services to customers.

The electricity and gas supplier is using a CRM platform integrated from a handful of suppliers to run four pilots across its business, aiming to reduce customer servicing and sales costs with the aid of the new software.

With intense competition unleashed by the deregulation of the market, utility companies have been among the heaviest early investors in customer-focused technologies such as CRM.

Powergen's CRM platform, which comprises components from four suppliers including Siebel and Cisco Systems, will allow it to track every customer transaction across a range of channels, including telephone, e-mail and the Internet.

Specialist CRM outsourcing supplier 7C will run the CRM technology for Powergen as a managed service.

The platform can also be used to analyse customer behaviour, allowing the business to target customer needs more effectively.

The product, named Incenta, has been developed by 7C and outsourcing consultancy Extraprise. It will be targeted at other companies.

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