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13th of June 2024

Increasing Customer Satisfaction in the utilities sector

Last year, Ami partnered with a well-known utilities provider to improve their customer satisfaction rating. In a sector where customers are often reporting a problem with their water supply, it is notoriously challenging to secure a high CSAT score.

To combat this, we therefore employed a variety of our tried and tested strategies, resulting in a much-improved customer experience and a current CSAT rating of 7/10. In this case study we will examine the hurdles we faced and how Ami has increased customer satisfaction for this company.

Strategies to improve customer satisfaction

Actionable and concise wording

Let’s face it, if your stress levels are rising because you have no water for your morning shower, the last thing you want to do is talk to a chatbot. When the majority of queries have a negative starting point like this, Ami needs to be designed to assist the customer as quickly and as effectively as possible.

Ami therefore sets out to self-serve as many customers as possible, guiding them to the correct information on the client’s website in a conversational manner. To accomplish this, Ami first establishes what the customer needs by asking relevant, constructive questions:

In this example, Ami empathises with the customer before immediately directing them to the live incident map. Ami then sets to work eliciting the information required in order to provide the correct piece of final advice, tailored to each customer. Combined with Ami’s high level of understanding, we have found that this type of concise and actionable wording leads to a higher level of satisfaction.

Addressing missing content

In order to meet the evolving needs of customers, Ami must be adaptive. By working together with the client, Ami is regularly updated with new content and knowledge, guided by recent customer queries and behaviour.

When this utilities provider came on board, our data suggested that up to 30% of queries fell into this missing content category. From our ongoing refinement work, our team has reduced this figure to below 10%. Addressing missing content also serves to prevent hallucinations, meaning that the advice Ami offers is more likely to be helpful and accurate.

Retaining context

The fact is, if you’re dealing with a leak or have no water, the last thing you want to do is repeat yourself. Ami prevents this frustration by retaining context from earlier in the conversation. As shown in the example below, Ami recognises that asking if this customer’s neighbours are experiencing the same issue would be redundant. This results in a more efficient and conversational exchange for the customer.

Triaging customers to the correct team

Inevitably, Ami cannot solve all queries. However, Ami should recognise when escalation is required, and correctly redirect the customer to the relevant team. For example, for outages that have not previously been reported, customers are instructed to ring a certain number.

focus on separating urgent issues from standard ones, ensuring urgent queries are escalated or providing correct actionable advice.

When redirecting, Ami purposes uses actionable language (e.g. ‘by clicking here’). This is informed by our previous research in this sector, telling us that these overt linguistic choices make it clearer for the customer to identify the action they need to take to get their problem sorted, whether that be clicking a link or phoning a number.



Jessica Draper



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