Is it time to change your CRM system?

For Utilities still operating on legacy customer management systems, now may be the right time to replatform.

Customer expectations for seamless digital experiences are increasing, regulatory pressures continue to evolve, and managing complex data effectively has never been more critical.

However, transitioning to a new CRM is no small undertaking. Many energy suppliers have faced significant challenges when replatforming, from operational disruptions to reputational impacts. The key to success lies in having a well-defined strategy and implementation plan, one that mitigates risks while unlocking the full potential of modern technology.

With the right approach, a CRM migration can deliver significant benefits, including reduced service times, enhanced automation, and fewer process failures. The long-term opportunities far outweigh the short-term disruption and now could be the perfect moment to assess whether your current system is still fit for purpose.

Unlocking Internal Agility Through Technology

New CRM platforms are built to enhance operational efficiency. Traditional, server-based systems are increasingly outdated, whereas modern cloud-based platforms offer greater reliability, scalability, and security.

Cloud-based CRMs allow employees to access critical data from any device, anywhere; a key enabler for hybrid working. Additionally, they reduce dependency on costly hardware maintenance and provide stronger disaster recovery capabilities.

Legacy systems often rely on multiple integrations, requiring staff to navigate multiple logins and servicing screens. This slows down response times and increases training and licensing costs. A modern CRM can consolidate multiple workflows into a single platform, enabling faster issue resolution and better customer outcomes.

Real-time processing is another game-changer. Many Utilities still depend on batch processing for billing, payments, and account updates. In contrast, newer systems can update accounts in real-time, improving accuracy and delivering quicker responses to customer requests.

Data-Driven Decision Making

Are you making full use of your data? Modern CRM platforms offer advanced analytics and real-time reporting, empowering leaders to make informed decisions based on customer trends and business performance.

Adopters can also benefit from AI-driven insights that help predict customer behaviour, identify risks, and automate personalised interventions. For instance, next-best-action models can recommend tailored payment plans for customers in financial difficulty, improving retention and reducing debt recovery costs.

With regulatory reporting requirements becoming more complex, a modern CRM also simplifies compliance. Automating data collection and reporting processes ensures accuracy while reducing administrative burdens.

Enhancing Customer Communication

Customers today expect effortless communication across multiple channels, from email and WhatsApp to social media and self-service portals. Many modern CRM systems have the capability to integrate these channels, ensuring a seamless customer experience.

By enabling full omnichannel engagement, suppliers can reduce inbound call volumes, shorten handling times, and improve customer satisfaction. Intelligent automation, such as AI-powered chatbots and self-service options, when proactively factored correctly into journey designs, further enhances efficiency, allowing customers to resolve queries without agent intervention.

Keeping Pace with Industry Changes

The UK energy market is evolving rapidly, with regulatory changes and new industry standards requiring suppliers to adapt quickly. Faster change-of-supply processes, new vulnerability reporting requirements, and an increasing focus on sustainability all place fresh demands on CRM capabilities.

A flexible, configurable CRM ensures your business can stay ahead of these changes. Suppliers that continue relying on rigid legacy systems risk slow compliance, higher operational costs, and customer dissatisfaction.

How BFY Can Help

At BFY, we have helped previous clients navigate the full end-to-end spectrum of moving to a new customer platform. Our guide goes into more detail here.

Whether this means working out the strategy pre-migration, requirements mapping, the migration stage itself, or post migration support, we can help ensure the risks mentioned above can be removed.

Our migration experts provide end-to-end support, from scoping and vendor selection to implementation and optimisation. Combined with our expertise in People & Culture Transformation and Operational Excellence, we ensure your transition is smooth, efficient, and future-proofed.

If you’d like to explore how we can help you navigate your CRM transformation, contact Jonathan Paton today.