Northumbrian Water (part of the NWG Group) customers were starting to communicate to them through more communication channels. While Northumbrian was able to service these channels, they were unable to do so in a holistic way. Different technologies were bolted on, which meant they were effectively working in silos.
Cross-channel communication was also an area for improvement. For example, a customer might start their journey on web chat but the next contact may be via a phone. This cross-channel inconsistency led to customer and agent frustration. Customers often had to repeat themselves and start again each time.
Northumbrian Water had to change their model and decided a CX Transformation project was needed. The goals were to remove the frustration felt by customers then surprise and delight them at every opportunity.