Industry Deep Dive: AI-Driven Contact Centers in Utilities and Energy

The New Imperative for Utilities: Transforming Customer Engagement with AI

The utilities and energy sector is undergoing a profound transformation. As customer expectations rise and digital-native competitors enter the market, traditional utility providers face mounting pressure to deliver seamless, proactive, and empathetic customer experiences. At the heart of this transformation is the AI-driven, digital-first contact center—a strategic asset that can turn customer service from a cost center into a source of competitive advantage.

Unique Challenges in Utilities and Energy

Utilities operate in a landscape defined by complexity and high stakes. Customers rely on uninterrupted service for their daily lives, and any disruption—whether due to weather, maintenance, or market volatility—can quickly erode trust. Regulatory compliance, sustainability demands, and the need for transparent, ethical communication further complicate the customer relationship. Unlike other sectors, utilities must manage:

Service interruptions and crisis communication
Complex, often confusing billing and pricing structures
Regulatory scrutiny and evolving compliance requirements
A growing expectation for digital, self-service, and personalized engagement

These challenges make the adoption of AI-powered, digital-first contact centers not just beneficial, but essential.

The Digital-First, AI-Powered Contact Center: What It Looks Like

A modern contact center in the utilities sector is more than a call center. It is a multi-channel, data-driven hub that leverages artificial intelligence, automation, and human empathy to anticipate and resolve customer needs. Key features include:

Proactive Communication: AI can predict service disruptions (e.g., outages) and automatically notify affected customers via SMS, app notifications, or email, reducing inbound call volume and customer anxiety.
Conversational AI and Chatbots: Natural language processing enables virtual assistants to handle routine inquiries—such as billing questions, meter readings, or tariff changes—freeing human agents to focus on complex, emotionally charged issues.
Customer Data Platforms (CDPs): By integrating data from multiple sources, CDPs empower agents and AI systems to personalize interactions, predict churn, and even identify opportunities for cross-selling or upselling relevant services.
Omnichannel Experience: Customers can engage via their preferred channel—phone, app, web, or social media—and pick up conversations where they left off, with full context preserved.
Ethical and Transparent Data Use: Utilities must clearly communicate how customer data is used, building trust and meeting regulatory requirements.

Case in Point: British Gas

A leading example of this transformation is the partnership between Publicis Sapient and British Gas. In just 82 days, a new mobile app was launched, featuring industry-first capabilities that empowered customers to manage bill payments, submit meter readings, and change tariffs—all from their smartphones. The results were striking:

55% of customer interactions now occur via the app
Call center volumes dropped by 15%
Customer satisfaction and engagement increased significantly

This shift not only reduced operational costs but also freed up human agents to handle more complex, high-value interactions, enhancing both customer and employee experience.

Best Practices for Utilities Embracing AI-Driven Contact Centers

Default to Digital, But Don’t Eliminate the Human Touch
While automation and self-service are critical, complex or emotionally sensitive issues still require human empathy. The most effective contact centers blend AI and human agents, ensuring customers can escalate to a person when needed.
Proactive, Not Reactive Engagement
Use AI and data analytics to anticipate customer needs—such as notifying customers of outages or recommending energy-saving programs—before they reach out for help.
Leverage Customer Data Responsibly
Integrate internal and external data sources to personalize experiences, but always communicate transparently about data usage and privacy.
Design for Accessibility and Inclusion
Ensure digital channels are accessible to all customers, including those with disabilities or limited digital literacy. Mobile-first design and clear, jargon-free communication are essential.
Continuous Improvement and Agile Delivery
Adopt agile methodologies to rapidly deploy, test, and refine new digital capabilities. The British Gas app, for example, was delivered as a minimum lovable product in under three months, with ongoing enhancements based on user feedback.

Pitfalls to Avoid

Over-Automation: Removing human support entirely can frustrate customers, especially during crises or for complex issues. Always provide a clear path to a live agent.
Siloed Data and Systems: Fragmented data leads to disjointed experiences. Invest in platforms that unify customer data and enable seamless handoffs between channels and agents.
Neglecting Employee Experience: Empower agents with the right tools and information. Streamlined workflows and AI-driven insights reduce training time and improve morale, leading to better customer outcomes.

Measurable Business Outcomes

Utilities that embrace AI-driven, digital-first contact centers see tangible benefits:

Reduced cost-to-serve through automation and self-service
Lower call volumes and faster resolution times
Increased customer satisfaction and loyalty
Improved regulatory compliance and transparency
Enhanced ability to cross-sell and upsell new products and services

The Path Forward: Human-Centric, AI-Enabled Transformation

The future of customer engagement in utilities and energy is both intelligent and human. By blending the efficiency and predictive power of AI with the empathy and problem-solving skills of human agents, utilities can exceed customer expectations, build trust, and drive sustainable growth. The journey requires a holistic approach—integrating technology, data, organizational alignment, and a relentless focus on the customer.

At Publicis Sapient, we help utilities reimagine their contact centers as engines of value creation, not just cost containment. Ready to electrify your customer experience? Let’s connect and explore how AI-driven transformation can power your next chapter.