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Case Study

AGL Using Digital

to Differentiate

Australian Energy Leader (AGL)

Delivers a Differentiated and High
reduce customer turnover and to
Value Digital Customer Experience
implement new strategies to retain their
already strong customer base.
As Australia's leading diversified energy
Energy efficiency via a
utility, Australia Gas & Light Company
Concurrent to this, Smart Meter personalized online experience.
(AGL Energy) provides 3.5 million
technology was being developed and
customers with gas and electricity, and is
was subsequently mandated to be rolled The key to achieving this was to develop
the largest privately owned, operator and
out to every household and business in more value added relationships with
developer of renewable generation
the State of Victoria. Smart Meter customers and ensure that customer
technology reports energy usage back engagement was strong. Avanade and
to the grid at half-hour intervals Accenture were chosen as the preferred
Business situation providing the potential for usage to be providers to help AGL implement a
tracked and monitored for efficiency solution to differentiate its customer
Deregulation in the energy sector in 2001
and cost saving purposes. service offering. The solution needed to
paved the way for a number of new
provide engaging services to customers
energy utilities to enter the market. AGL
For leading retailers like AGL, even by the creation of a data-rich,
was now trading in a more dynamic and
though this new climate meant that personalized, online customer
competitive marketplace. This new
customer churn was at an all-time high, experience. It was also important to
economy benefited customers by greater
it also presented opportunities provide tools to make easily available
choice of retailers and more flexible cost
unprecedented in the industry. In a the data captured by Smart Meters to
saving options. High customer turnover
highly competitive market AGL knew enable customers to make informed
followed and demands for more efficient
that it needed to compete not on price decisions about their energy usage.
modes of energy production increased,
alone. Therefore, to ensure it retained
as customers looked to retailers to
its leading position, AGL sought to
provide green energy offerings and more
differentiate itself from competitors to
sustainable cost effective solutions.
Case Study

Avanade solution

A data-rich, personalized, online

customer experience.

The project involved a number of Existing self-service technology was This feature was accommodated by
solutions. The first was to build a migrated to the Sitecore in Azure building an SAP platform that could
common platform that could meet both platform, so customers can easily pay read, create structure and pull meaning
internal and customer-facing needs. This their bills, view their account activity or from the data capture that was useful to
involved consolidating 50 independently plan for a house move. customers.
managed business websites into
one consolidated platform. Avanade Responsive web design, with layouts Adopting Agile seems to be the only
helped identify the functions and the optimized for mobile means that AGL practical approach to managing the
requirements for each site to ensure all customers can access the site from rapidly changing, evolutionary nature
needs would be met. Using Sitecore anywhere and perform these and other of Digital Nigel Page, AGL Digital
technology allowed AGL to leverage its activities whether they are using a Lead
existing investment in Microsoft laptop, tablet or smart phone. The
technologies, and take advantage of a identity services that are available in Speed to market was a critical factor in
feature rich platform complete with Azure enables customers to log in to the success of the overall project. By
customizable elements to make the their account with a single click using employing Agile Project Management
solution fit for purpose. their Facebook or other social media methodology, Avanade ensured that the
credentials. solution could be rolled out quickly.
The solution also included using Through a series of frequent releases,
Windows Azure cloud technology to run A key feature that Avanade and the AGL team was able to have a strong
the Sitecore-based solution, again to Accenture included in the solution was understanding of how the project was
maximize AGLs existing investment the ability to pull in Smart Meter data to progressing. This allowed for changes
in Microsoft technologies. Cloud provide personalized, real-time energy and modifications early on and
technology facilitates efficiencies and usage data to customers. This would transparency ensured the right
scalability ensuring the stability of the enable them to better understand their expectations from all stakeholders.
platform supporting high activity at energy consumption, helping them
peak times. lower their costs and maximize energy
Case Study

Results realized quick link is the sites second most used

link, suggesting customers value the
opportunity to easily pay their bill By delivering personalized, actionable
New platform delivers 47% click
online. The site is more accessible energy information to its customers, AGL
throughs to energy plans and a
overall, loading up to 40% more quickly, has boosted customer engagement,
29% increase in mobile retaining existing customers and
supporting a smooth user experience
conversions attracting new ones. Mobile access has
plus effective search engine
optimization. opened new doors to on-the-go, busy
The highly streamlined solution
customers who value the chance to
delivered by Avanade and Accenture
Award winning solution connect via smart phone.
has meant significant gains for AGL.
The solution, a responsive, innovative By developing an integrated platform
The new platform offers customers
Sitecore in Azure cloud solution, won with strong design and scalable cloud
personalized usage reports and
Sitecores Site of the Year 2013 award in technology, the new AGL website is
24-month energy management plans
the two categories: Best Customer/User nimble and responsive, and can quickly
enabling them to choose how to
Experience and Best Azure Site. accommodate changing requirements
manage their energy consumption. As a
Accenture & AGL won SAP Customer and market demands. In a crowded,
result of these new features home page
Excellence Award for the My AGL IQ competitive energy market, Avanade and
visitors are 47% more likely to go
Energy Management Portal, which pulls Accenture have helped AGL differentiate
directly to AGLs energy plans page to
data from the Smart Meter and packages itself by a real-time, on-the-go ability to
consider AGL as their energy provider.
it in a meaningful way for customers. deliver meaningful data and help
customers choose wisely, when and how
With their site optimized for mobile,
they use energy.
AGL is seeing a 29% increase in mobile
conversions with an increase in mobile
visitors overall. The new pay your bill
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