In a deregulated power industry customers expect the highest levels of customer service.
Power New Zealand, this country’s second largest electricity distribution company, believes its rolling out of Aurum Customer Enterprise, a sales and marketing system, will help it achieve this goal.
General manager Mary Boettcher says Aurum better enables the company to manage its customer relationships and lets its sales people better devote more selling time to the customer.
“New Zealand’s power industry began the deregulation cycle in 1992 and customers now expect the highest levels of customer service. Our growing market share outside of our traditional network area highlights the results of a flexible integrated customer management system.”
Power New Zealand (with 600 employees) has 192,000 residential and 29,000 business customers in New Zealand.
It has more than 200 “off-network” customers in other parts of New Zealand.
Traditionally, the company serves the Rodney District, West Auckland, the North Shore, the Hauraki Plains, Thames Valley and the Coromandel.
Its sales staff use the sales module to capture customer information and automate the sales process to better service customers.
Aurum is running on a Microsoft NT server, interfacing with an in-house billing system and using an Oracle database.
Boettcher says Power New Zealand selected Aurum because it was easy to use. “As with most utilities, we had formerly centralised customer information in our billing system, but often had disparate applications and databases for the details of product information.”
She says Aurum combined ease of use with integrated robust selling features and “truly centralised customer information and customer-related support processes”.
Boettcher says Aurum has enabled the company to focus its marketing efforts through effective segmentation of its customers based on “psychographic” profiling.
It means staff can tailor their approach to different customer groups. Corporate customers, for example, demand a customer relationship approach, while household consumers prefer a streamlined service approach.
The company also uses the software to build detailed prospect lists, manage targeted telemarketing campaigns, assign agents and monitor performance so campaigns can be refined while still in progress.
The implementation was done with Aurum distribution partner Software Consultants (SCL). Aurum is a subsidiary of Baan.