Inside the AI-driven future of utility operations

The energy transition is demanding significant changes in utilities — from introducing new skills to integrating advanced technologies — all at a pace and scale unprecedented for achieving net zero by 2050.

Among the most pressing are operational changes. The growing volume of actionable data and shifting customer relationships, as consumers become more digitally connected and active in the energy system, require entirely new processes and systems.

Traditionally, digital modernisation meant either long, costly bespoke projects or fast-to-install one-size-fits-all systems. Yet both approaches often left utilities locked into rigid operating models with limited room to evolve.

Such approaches are no longer tenable for utilities looking to seize emerging opportunities — from incorporating AI into operations to delivering new, service-based business models that differentiate them in competitive markets.

Into this, Gentrack brings decades of experience in utility transformation. “Gentrack challenges the fear that transformation must be long and painful – we deliver transformation fast and we leave utilities in control,” says Matt Loreille, Chief Marketing Officer at Gentrack.

Evolution of utility operating models

The utility CX/CRM model has evolved from the traditional front and back-office operation in functional siloes to the ‘pod’ approach, with the pods having responsibility for groups of customers such as in geographic areas.

However, Gentrack believes that while this brings efficiencies and drives supplier standardisation, it lacks flexibility and the opportunity for customer differentiation, particularly for the smaller groups such as vulnerable customers with more complex support requirements – typically around a third of customers.

Gentrack recommends a Segmented Operating Model (SOM), which builds on this approach, enabling customers to be managed by multi-functional teams supported by AI.

“The SOM is about empowering utilities to design operations around its customer needs and business priorities,” explains Loreille.

“We believe that transformation shouldn’t take years and once live, the SOM offers utilities unlimited flexibility, empowering them to design, evolve and innovate freely without the need for costly rebuilds or new projects.”

The SOM also is timely, as IDC’s 2024 Global Utilities Survey has shown that CX transformation stands firmly at the top of energy suppliers’ strategic agendas.

Inside the SOM

Under the SOM, customers are segmented according to their specific needs — which vary between utilities — and might include groups such as vulnerable customers, EV owners or SMEs.

Each segment is managed by a dedicated multi-functional team, with the team members trained accordingly and each with different customer journeys and KPIs. For example, a vulnerable customer segment may require one agent per 1,500 customers whereas the standard customer group may require one agent per 40,000 customers.

“The top level KPIs common to all the segments are customer satisfaction and cost to serve but there is always a trade-off between these, and the aim is to achieve the best ratio,” explains Loreille.

A key feature of the SOM is the integration of AI to intelligently dispatch customer cases, support agents and enable each customer segment to be served efficiently.

These AI layers include ‘assisting AI’ for the initial customer contact, ‘preventive and predictive AI’ for issuing warnings and responses to specific issues and ‘agentic AI’ for agent support with query responses.

Fast delivery

The SOM is delivered with Gentrack’s g2 product-to-profit solution integrated in the Salesforce CRM and marketing platform on the AWS cloud.

This enables full advantage to be taken of all the functionalities of Salesforce out of the box, including ease of creating customer segments and managing and monitoring them and providing comprehensive data and visualisation for the agents.

The solution is designed to be implemented in as little as six months to provide a modern modular billing and CRM platform that is ready to scale at the utility’s preferred speed and without the need for specialised IT support.

“Gentrack’s approach ensures utilities avoid ‘digital debt’, i.e. going live quickly, without sacrificing later flexibility or the other traps of legacy rebuilds,” says Loreille.

An evolving future

Gentrack brings more than 35 years of experience in meter-to-cash and enabling the shift to product-to-profit with leading utilities globally, helping them to monetise new products, services and flexibility opportunities.

Its success is reflected in Gentrack’s customers consistently receiving industry accolades for customer service around the globe, with recent examples including Ecotricity (UK), Red Energy (Australia) and Frank Energy (New Zealand).

“Not every company can build a good agent, but Gentrack brings the expertise in all the necessary domains – utility, regulatory compliance, Salesforce CRM, billing systems and customer journeys.

“Transformation shouldn’t be feared – or forced. With Gentrack, you go live fast, then grow continuously,” concludes Loreille.

To find out more, visit Gentrack at booth 5.E74 at Enlit Europe 2025, where you can book a meeting to discuss your own operational needs. You are also invited to attend the SOM presentation, in which experts will unpack the model and share real world impact examples.

Additional resources

Industry context around transformation: IDC Info brief – From energy CX to market integration of energy consumers

Case studies: innovative customer offerings from energy retailers around the world: Highway of Innovation