Customer Relations Management - Paper Presentation For CSE

The success of any business depends on customer satisfaction. This is particularly true in today’s competitive, deregulated electric utility environment. Since customers have many service choices, the electric utility that better serves its customers will be the electric utility that better retains its customers.Customer service and customer satisfaction are no longer the sole responsibility of a single department. Managing customer relations is a function of every employee at a customer-centric utility. In order to successfully and consistently manage customer relations, accurate and timely information must be available to every employee in the enterprise. What better media for disseminating information enterprise-wide than the corporate intranet or the Internet. This paper presents how Internet-based applications can be used to improve customer relations within the electric utility business. Emphasis will be placed on geospatially-enhanced customer relations management (CRM) systems. The electric utility business has always been a service-oriented industry, but in a deregulated market, maintaining customer loyalty and satisfaction has become critical. As the focus shifts to a more customer-centric environment, new technologies must be introduced to keep pace1. Communication technologies must deliver and distribute critical information in a timely fashion. The Internet has emerged as a viable business tool for internal and customer-facing communications.