AGL Energy has commenced a transformation project aimed at replacing its existing SAP-based customer relationship management (CRM) system with Salesforce.
The project is part of a larger retail transformation initiative briefly mentioned in AGL’s half-year results in February.Details of the CRM switch were disclosed during a recent technology conference in the United States.
According to Tim Naylor, Head of Marketing at AGL, the company currently utilizes SAP CRM but will undergo a transition to Salesforce within the next six to twelve months.
Naylor highlighted the heavy reliance of AGL’s contact center agents on CRM systems to access customer information. However, they have encountered challenges with an outdated and cumbersome CRM interface, hindering productivity and user experience.
AGL is dedicated to enhancing the CRM interface and user experience for frontline staff.AGL is currently in the midst of implementing the CRM switch, with the process underway.
Additionally, as part of the same retail transformation effort, AGL is implementing Appian for low-code process automation.
