{"id":5934,"date":"2023-09-21T01:21:58","date_gmt":"2023-09-21T01:21:58","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=5934"},"modified":"2023-11-07T18:04:31","modified_gmt":"2023-11-07T18:04:31","slug":"how-the-power-of-ai-data-crm-is-transforming-italys-energy-sector","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/eu\/blog\/how-the-power-of-ai-data-crm-is-transforming-italys-energy-sector\/","title":{"rendered":"How the Power of AI, Data, & CRM is Transforming Italy\u2019s Energy Sector"},"content":{"rendered":"\n

Every company wants to satisfy its customers, understand their needs, and translate them into business opportunities. This is especially true in the energy sector where, despite a vast array of offerings from providers, raising customer satisfaction levels can be challenging. The power of AI, Data, and CRM is playing a crucial role in achieving this. <\/p>\n\n\n\n

The first necessary step is to activate innovative digital tools that place the client at the centre of the customer experience, making it simple, seamless, and engaging. <\/p>\n\n\n\n

Beyond customer centricity, which is a fundamental mission for Salesforce, it\u2019s important to consider how data can be collected and integrated throughout the platform to gain deeper customer and business insights. Digital solutions are also crucial to the increasingly pressing need for energy transition. To understand how this all translates into operational strategies, we asked some of our clients to share their experiences with us.<\/p>\n\n\n\n

Customer value comes through personalisation<\/h2>\n\n\n\n

“Our recent practice is moving precisely in this direction,\u201d explains Roberta Ponticelli, CMO of Italian electricity and gas services company Iren<\/a>. “We believe that increasing customer value comes through personalisation. It is essential to implement a strategy that, thanks to Salesforce tools, allows for a unique view of the customer, integrating transactional data with behavioural data, and then leverage all of this to provide a truly customised experience.\u201d <\/p>\n\n\n\n

An example of this approach can be seen in the real-time upselling methods that will go live in October on the company’s recently launched website. Customers who are already holders of an electricity supply contract and have received a proposal for a gas supply via email will find a tailored offer in the banner that appears exclusively to them, as soon as they reach the relevant webpage. This innovative approach uses the power of AI.<\/p>\n\n\n\n

Of course, for all of this to work, it must be based on a clear idea of what to propose, how to communicate it and to whom. This is even more true for companies like NeN<\/a>, a fully digital energy provider founded in 2020 as a subsidiary of leading Italian energy company A2A. When entering the market, it is crucial to stand out distinctly, says Massimo Brizi, CEO of NeN and CMO of A2A. <\/p>\n\n\n\n

“From the beginning, we positioned ourselves as a fast, simple, and non-bureaucratic operator, using a different tone of voice and communication style. We shifted our customers’ focus from just the price lever to that of customer satisfaction,” states Brizi. “We offer our customers a fixed monthly price bill, 100% renewable energy, a digitally managed account, and customer care support through chat or phone. In addition to that, we offer an accurate list of the energy consumption, thanks to the use of machine learning algorithms that identify energy consumption per appliance to encourage virtuous behaviours.”<\/p>\n\n\n\n

Generative AI represents a \u2018paradigm shift\u2019<\/h2>\n\n\n\n

Among the digital tools available, algorithms and, in particular, generative artificial intelligence (AI) are expected to create a paradigm shift across the industry that fosters a more beneficial customer relationship for businesses. Edoardo Fistolera, CIO and CDO at Dolomiti Energia, highlights how the energy operator is clear that it is transforming its integrated CRM and developing new strategies based on generative AI. <\/p>\n\n\n

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Its arrival challenges marketing, IT, and operational roles, requiring us to think about how to leverage it to benefit processes and business solutions, for which a tool like Einstein GPT becomes fundamental.<\/p>\nEDOARDO FISTOLERA<\/cite><\/blockquote>\nCIO AND CDO AT DOLOMITI ENERGIA<\/span>\n