US Energy Retailer Regains Market Edge with Digital CRMS Transformation
Overview.
A leading US retail electricity provider was losing ground in a highly competitive market due to an outdated customer portal and slow feature delivery cycles. Coforge redesigned and rebuilt its digital Customer Relationship Management System (CRMS), delivering a scalable, mobile-first platform with improved customer journeys and faster time to market.
The legacy Dot Net Nuke (DNN)-based website lacked agility and scalability.
Slow time-to-market for new offerings hindered competitiveness.
Platform could not support essential features like intuitive plan selection or modern account management.
Poor mobile responsiveness, despite the majority of users accessing via smartphones.
Fragmented user journeys reduced customer engagement and satisfaction.
Solution.
Coforge partnered with the client to deliver a next-gen CRMS built for agility and experience:
Modern Tech Stack: Rebuilt the platform using Next.js and .NET, enabling fast rollout of new features and future-proof scalability.
Mobile-First Design: Optimized the entire portal for smartphones and tablets, aligning with real user behavior.
Streamlined Customer Journeys: Redefined four core journeys (e.g., plan selection, sign-up, account management) to simplify navigation and enable seamless self-service.
Agile Foundation: Enabled the business to introduce new services and plans rapidly in response to market shifts.
The Impact.
Market Leadership Restored: Regained competitive advantage through improved digital agility.
Customer Satisfaction Uplifted: Engaging, responsive portal boosted user experience and loyalty.
Accelerated Product Launches: Faster deployment of offerings enhanced business responsiveness.
Enhanced Self-Service: Empowered customers to manage their energy needs independently.
Mobile Engagement Enabled: Mobile-first interface improved usability and conversions.
Operational Efficiency: Reduced reliance on manual support, improving internal service delivery.
