The utilities sector is at a pivotal crossroads. As the world accelerates toward decarbonization and digitalization, utilities face mounting regulatory pressures, evolving customer expectations, and the urgent need to modernize aging infrastructure. Yet, for many, legacy customer experience (CX) systems—often referred to as "CX debt"—stand in the way of progress. CX debt manifests as fragmented digital journeys, outdated self-service tools, and slow, manual processes that frustrate customers and drive up operational costs.
To thrive in this new era, utilities must move beyond incremental improvements and embrace bold, holistic transformation. The path forward is clear: leverage agile methodologies, modern digital platforms, and data-driven personalization to reimagine the customer experience from the ground up.
At Publicis Sapient, we bring over 30 years of experience helping utilities and energy providers transform their customer engagement models. Our approach is rooted in:
A standout example of CX innovation in utilities is our award-winning partnership with British Gas, the UK’s largest energy supplier. Facing a radically changing market—where digitally native entrants and regulatory changes threatened traditional business models—British Gas recognized the imperative to transform its customer experience.
British Gas’s legacy systems and processes created friction for customers seeking to manage their energy accounts, book services, or access new offerings. The result was high call volumes, slow response times, and a growing gap between customer expectations and reality.
Publicis Sapient and British Gas formed integrated, cross-functional teams, bringing together experts from across the business—technology, service, marketing, and more. By optimizing agile capabilities and focusing on service design sprints, the teams identified and addressed over 200 customer pain points. In just 82 days, they delivered a minimum viable product (MVP) for a new customer app, followed by 17 consecutive monthly releases that introduced:
The results were transformative:
The British Gas app was recognized by the Energy Saving Trust Group as a “standout” and “arguably the best of the energy supplier apps.” The agile delivery mindset, instilled by Publicis Sapient, continues to drive ongoing digital transformation across the business.
The benefits of CX transformation extend far beyond customer satisfaction. By modernizing digital platforms and automating key processes, utilities can:
Today’s energy consumers expect more than reliable service—they demand seamless, personalized digital experiences. Utilities that leverage real-time data and AI can:
Our holistic, collaborative approach brings together strategy, experience, engineering, and data to deliver end-to-end digital business transformation. We understand the unique challenges of the utilities sector and tailor our solutions to each client’s context and goals. Our track record—demonstrated by award-winning projects like British Gas—shows our ability to deliver measurable value and lasting change.
The utilities sector is undergoing profound change. Digital transformation is the key to unlocking new value, achieving sustainability goals, and delivering exceptional customer experiences. Whether you are navigating regulatory complexity, accelerating decarbonization, or reimagining your customer journey, Publicis Sapient is your partner for what’s next.
Connect with our experts to discover how we can help you overcome CX debt, modernize operations, and lead in a rapidly evolving landscape.