{"id":609192,"date":"2023-06-29T10:16:41","date_gmt":"2023-06-29T10:16:41","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?p=609192"},"modified":"2025-09-25T14:57:20","modified_gmt":"2025-09-25T14:57:20","slug":"introduction-to-data-driven-customer-experiences-ddcx-for-utilities-businesses","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/introduction-to-data-driven-customer-experiences-ddcx-for-utilities-businesses\/","title":{"rendered":"Introduction to data driven customer experiences (DDCX) for utilities businesses"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Introduction to data driven customer experiences (DDCX) for utilities businesses<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/cg-logo.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Isaac Frimpong, Rebecca Rusby, Matthew Morris<\/h5><h5 class=\"blog-date\">29 Jun 2023<\/h5><\/div><\/div><div class=\"brand-image\"><\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-intro-para undefined section section--intro\"><div class=\"intro-para\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/introduction-to-data-driven-customer-experiences-ddcx-for-utilities-businesses\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/introduction-to-data-driven-customer-experiences-ddcx-for-utilities-businesses\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><h2 class=\"intro-para-title\">In a world where customer experience is the future, we take a look at how data can be collected, transformed, analysed, and activated in real time to enable enhanced marketing, customer service, and customer-facing portal experiences. Find out more in blog one of our Energy Transition &amp; Utilities series.<\/h2><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-11 col-lg-10 offset-md-1 offset-lg-1\"><div class=\"article-text article-quote-text\">\n<h2 class=\"wp-block-heading\" id=\"h-a-introduction\">A) <strong>Introduction<\/strong><\/h2>\n\n\n\n<p>Utilities businesses have been on a journey over the last decade, responding to fundamental changes in the industry. Consumers no longer simply use energy &#8211; they can produce and store it too. Energy suppliers have had to pivot and reimagine how they can best engage and serve customers more effectively, across multiple channels.<\/p>\n\n\n\n<p>The rise of digital technologies has led to increased competition in the industry, with new entrants disrupting traditional business models. Customers now expect a retail quality, personalised, convenient and highly responsive experience from their utility. As a result, companies are working hard to engage much more effectively with customers, to deliver multi-faceted services that build satisfaction and encourage loyalty.<\/p>\n\n\n\n<p>Initiatives like smart metering, electric vehicles, and customer energy generation have created more data on customer behaviour and usage patterns than ever before, leading to new opportunities for engagement between utilities businesses and their customers, and the development of more targeted and personalised services.<\/p>\n\n\n\n<p>The most successful companies are those that capture customer data from across multiple technology systems and touchpoints and analyse and interpret it, to build a multi-dimensional picture of the customer, before sharing it throughout the enterprise for maximum impact and value. Capgemini\u2019s expertise within this industry showcases just how utilities businesses can consolidate their data and unlock precious insights to inform sophisticated customer engagement programmes. An important component of this approach is Salesforce Data Cloud.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">B) Our Approach to DDCX<\/h2>\n\n\n\n<p>Our global utilities expertise and experience has provided us with a wealth of knowledge about how data driven experiences can enhance the management of customer relationships.<\/p>\n\n\n\n<p>At Capgemini, our Data Driven Customer Experience (DDCX) service defines the tools and techniques that businesses can deploy to understand more about the data they are collecting, identify any gaps they might have, bring data sources together and analyse it to generate actionable insights about their customers, products and services.<\/p>\n\n\n\n<p>DDCX helps businesses deliver personalized, engaging experiences to customers, improving retention and increasing sales. Our process begins with a top-down strategy to define objectives and identify the most appropriate enablers, from data, technology, people and process. Enhancements are delivered from the bottom-up, allowing for optimised execution of the strategy as enablers mature.<\/p>\n\n\n\n<p>The DDCX framework organizes the following components:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Top-down business strategy<\/strong> &#8211; looking into use cases and user journeys that you want to achieve<\/li>\n\n\n\n<li><strong>Data strategy and collection<\/strong> \u2013 across zero, first, second and third parties<\/li>\n\n\n\n<li><strong>Single customer view<\/strong> \u2013 utilising available data to create a single view of your customer<\/li>\n\n\n\n<li><strong>Omnichannel strategy<\/strong> &#8211; ensuring the end-to-end journey across all channels is well orchestrated<\/li>\n\n\n\n<li><strong>Data driven activation<\/strong> \u2013 delivering the right message at the right time.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">C) The prize for utilities businesses<\/h2>\n\n\n\n<p>Historically the relationship between utilities and their customers has been purely transactional, with customers paying the going rate in exchange for a guaranteed supply of essential services. The customer data involved in the transactions was limited to account details, payment information and monthly consumption volumes for metering and billing.<\/p>\n\n\n\n<p>In today\u2019s digital-first world, the amount of data businesses across all the utility sub sectors are gathering is huge, in terms of volume, variety and velocity.<\/p>\n\n\n\n<p>These companies can not only collect and store data from the list below, but combine it and make it relevant and actionable for maximum value:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Zero party data<\/strong> &#8211; customers are willing to share more about who they are, via self-declared forms, my accounts and surveys<\/li>\n\n\n\n<li><strong>First party data<\/strong> &#8211; customers are using various digital properties to engage with brands, including web searches, self-serve portals, mobile apps, customer care interactions and voice telephony<\/li>\n\n\n\n<li><strong>Second party data<\/strong> &#8211; businesses are looking to partners to share data with, for example, vulnerable customers so they can better serve their different requirements<\/li>\n\n\n\n<li><strong>Third party data<\/strong> &#8211; companies can enhance the depth and quality of their data by partnering with industry providers like Corella, ElectraLink and Smart DCC, as well as information services providers like Experian.<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s also important to consider who needs access to what data sources and why. Typically stakeholders will include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>The customer<\/strong> \u2013 to understand consumption behaviour and access offers<\/li>\n\n\n\n<li><strong>The customer care agent<\/strong> \u2013 who wants a 360-degree view of their customer to serve customer faster and more effectively with personalisation<\/li>\n\n\n\n<li><strong>The sales and marketing team <\/strong>&#8211; which wants precise customer segmentation for effective product and service marketing campaigning<\/li>\n\n\n\n<li><strong>The business<\/strong> &#8211; which wants to understand how customers are using their products and services and where to focus its efforts.<\/li>\n<\/ul>\n\n\n\n<p>Ultimately, we help businesses to create a single 360-degree view of all of their customers to enable all of these stakeholders to make informed, data-driven decisions that help them achieve their objectives.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Summary<\/h2>\n\n\n\n<p>Data driven customer experiences can help utilities to identify customers\u2019 pain points, improve engagement and reduce operational costs. In our next blog post, we will explore real world use cases and highlight how Salesforce Data Cloud can support these efforts for today\u2019s customers.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n<section class=\"section section--expert-slider wrapper-people-slider wp-block-cg-blocks-wrapper-people-slider undefined\"><div class=\"container\"><div class=\"content-title\"><\/div><\/div><div class=\"slider slider-boxed\"><div class=\"container\"><div class=\"slider-window\"><div class=\"slider-list\">\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/06\/Isaac.jpg\" alt=\"Isaac Frimpong\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPBc86993df_2db3_4cfc_88cb_93a0c603bec0\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Isaac Frimpong<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Senior Solutions Architect | Salesforce Marketing Cloud | Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Isaac is a skilled professional with a strong focus on Salesforce Marketing Cloud. His expertise extends to cross-cloud projects, complex integrations, and supporting digital engagement transformations. With certifications in Salesforce Marketing Cloud and Data Cloud, he brings exceptional proficiency in architecture delivery and implementing effective solutions.\n<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/06\/Rebecca.jpg\" alt=\"Rebecca Rusby\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPBc1c746b7_fac8_47a4_b0f7_6e8833f562ca\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Rebecca Rusby<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Data Driven Customer Experience lead (UK &amp; EU) | Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">Business leader working across a variety of industries and on a diverse range of challenges, all centered around improving the way businesses utilize data, analytics and enabling technologies to optimize customer experience, across commerce, marketing, sales and customer service. Committed and passionate about improving knowledge of new growing areas of data and CX best practices.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\n\n\t\t<div class=\"slide\">\n\t\t\t<div class=\"box\">\n\t\t\t\t<div class=\"row\">\n\t\t\t\t\t<div class=\"col-md-6 col-lg-4 box-img-wrapper\">\n\t\t\t\t\t\t<img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2023\/06\/Matthew.png\" alt=\"Matthew Morris\"\/>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"col-md-6 col-lg-8 box-inner\">\n\t\t\t\t\t\t<div class=\"row title-social-media-header\">\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 mbl-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<li>\n\t\t\t\t\t\t\t\t\t\t\t<a class=\"subnav-button--form\" href=\"javascript:void(0)\" aria-label=\"contact us\" data-bs-toggle=\"modal\" data-bs-target=\"#WPBa9e1227f_54d7_412b_a9a5_2d5519f1b99f\" data-bs-expert-title=\"1\">\n\t\t\t\t\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"ico-form\"><\/i>\n\t\t\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 box-container\">\n\t\t\t\t\t\t\t\t<div class=\"box-title\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"people-profile-title\">Matthew Morris<\/h3>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<span>Salesforce Innovation Director | Capgemini<\/span>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"col-md-12 col-lg-6 social-box-container dkt-social-icon\">\n\t\t\t\t\t\t\t\t<ul class=\"social-nav\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/ul>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"people-info\">In collaboration with our clients and experts, Matthew leads the creation of the next wave of multi-cloud applications.<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div><\/div><\/div><div class=\"slider-nav\"><button class=\"slider-prev inactive\" aria-label=\"Slider-previous\" tabindex=\"-1\"><\/button><ul class=\"slider-paginator\"><\/ul><button class=\"slider-next\" aria-label=\"Slider-next\"><\/button><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>In a world where customer experience is the future, we take a look at how data can be collected, transformed, analysed, and activated in real time to enable enhanced marketing, customer service, and customer-facing portal experiences. Find out more in blog one of our Energy Transition &#038; Utilities series.<\/p>\n","protected":false},"author":189,"featured_media":609195,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"5d0a161c-8c48-4a19-98f5-c3aebc45a1c1\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":true,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"30","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[5],"tags":[225,215,231],"brand":[30],"service":[],"industry":[],"partners":[],"blog-topic":[545],"content-group":[],"class_list":["post-609192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-cloud","tag-energy-and-utilities","tag-insight-driven-enterprise","brand-capgemini","blog-topic-energy-and-utilities"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DDCX for utilities businesses<\/title>\n<meta name=\"description\" content=\"Utilities businesses have been on a journey over the last decade, responding to fundamental changes in the industry.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/introduction-to-data-driven-customer-experiences-ddcx-for-utilities-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Introduction to data driven customer experiences (DDCX) for utilities businesses\" \/>\n<meta property=\"og:description\" content=\"Utilities businesses have been on a journey over the last decade, responding to 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