Council Post: How Utilities Can Use Data And AI To Turn Every Interaction Into A Marketing Opportunity

Personalization, automation and digitalization have redefined the fundamentals of business across nearly every industry, yet as Deloitte explains, the utility industry is transforming on a great scale. Utilities are investing in information technology (IT) to not just accommodate evolving customer needs and expectations but also improve operational workflows throughout the organization, including in marketing. Advanced IT solutions in the utility industry aim to reduce redundancies and unify technology systems. But in order to justify the increase in spending on vertically-aligned cloud software, utility leaders should maximize ROI by optimizing and extending their existing IT stack to ensure it enhances efficiency utility-wide rather than in siloed units. As the CMO of a company that offers AI-powered solutions for utilities, I've found that one of the simplest ways for utility CMOs to expand the efficiency of IT resources is by working with a CRM partner to integrate existing customer data and energy insights into a singular platform.