The report highlights the importance of customer journeys in the energy sector, which allows companies to view the customer experience from their perspective. However, the study reveals that over 93% of companies fail to implement customer journeys successfully, particularly utilities who are new to the concept of a customer. The report suggests that customer involvement, clearer governance, quantification of value, and focus are the four main reasons for failure. Customer journey insight can increase customer satisfaction and loyalty, retain customers, and increase sales. The report emphasizes the shift in utilities from working in natural monopolies to recognizing the human beings behind the points of consumption and the importance of competition.
