Breaking Barriers in Customer Experience: AboitizPower’s Journey

How do you drive customer experience transformation in a sector where tradition runs deep? In this episode, Head of Customer Experience, Melody Lim tells listeners how in just two years, the business boosted digital adoption by 250%, built a data-driven CX strategy, and prepared for open-market competition. Transformation isn’t about waiting for the perfect moment—it’s about building one.

AboitizPower: The CX Context

As one of the Philippines’ leading energy companies, AboitizPower operates across power generation, renewables, and distribution. The Distribution Group—tasked with delivering electricity to households—stands closest to customers. Yet, in an industry dominated by franchise models where customers have no alternative providers, the incentive to innovate and improve CX has historically been low. Enter Melody Lim, who joined in late 2022 with a clear mission: to shift customers to digital channels
and embed a customer-first mindset across the organization.

Building the CX Foundation

FROM REPORTS TO INSIGHTS

Historically, AboitizPower’s approach to customer feedback was reactive and anecdotal. “When I asked about the drivers of complaints, it took weeks to gather the data, and what I received was a spreadsheet with individual complaints,” Lim recounts. This fragmented approach underscored the need for a data-driven CX strategy. Today, the company leverages a dedicated CX Data Analyst who translates raw data into actionable insights, helping prioritize operational changes. This strategic shift ensures every decision aligns with what matters most to customers.

MINDSET OVERHAUL

Transforming deeply rooted habits was another challenge. Employees accustomed to traditional methods—like paper bills and flyers—needed to pivot to digital engagement. Lim’s team tackled this through education, gradual changes, and a focus on showcasing results. For example, digital campaigns were introduced to demonstrate their efficacy compared to traditional methods.

The CX Transformation: Key Initiatives

• Digital Adoption Growth: In just one year, AboitizPower tripled its digital subscriptions. Its app, MobileAP, evolved from a basic bill summary tool to a multifunctional platform offering payments, outage notifications, and family-sharing features. Digital channels now boast over 700,000 accounts, up from 200,000 in 2022.
• Agile and Hybrid Project Management: By embracing modern project management techniques, AboitizPower accelerated the development and rollout of new features. For instance, the integration of InMoment’s platform was completed quickly and efficiently—a significant win for a company of its size.
• Enterprise Platform Implementation: Alongside InMoment, the company deployed two other enterprise platforms to enhance operations and CX. These tools streamlined data analysis and improved responsiveness.

Challenges Along the Way

SHIFTING ORGANIZATIONAL MINDSETS

With employees averaging decades of tenure, convincing teams to adopt new practices wasn’t easy. Lim’s approach? Pick battles wisely and focus on initiatives that deliver quick, visible wins. Success bred curiosity, and other teams soon followed suit.

BALANCING OPERATIONS WITH CX

In a highly operational environment, CX can sometimes take a backseat. Lim’s team addressed this by aligning CX goals with overarching business objectives, ensuring that improvements didn’t disrupt day-to-day operations but instead enhanced them.

Results That Speak

• Digital Subscriptions: A 250% increase within one year.
• Enhanced App Features: Payments, social media linking, and outage notifications significantly improved user satisfaction.
• Enterprise Platforms: Three major platforms, including InMoment, were implemented seamlessly to improve data utilization and CX delivery

What’s Next for AboitizPower?

With a solid CX foundation in place, AboitizPower is well-prepared for the eventual open-market competition in the Philippines. The company’s proactive approach to customer experience ensures that it not only keeps the lights on but also keeps customers engaged and loyal.

For CX leaders in similar industries, AboitizPower’s story shows the power of data, adaptability, and clarity of purpose. By focusing on what truly matters to customers, even the most traditional industries can achieve transformative results.

Lessons for CX Leaders

Melody Lim shares three pieces of advice for CX leaders tackling similar transformations:

• BE CLEAR WITH YOUR MISSION: Define and stick to your CX mandate. Avoid spreading your team thin by trying to be everything to everyone.
• PREPARE FOR SUCCESS—AND FAILURE: Encourage bold decisions and embrace a growth mindset. Quick pivots in the face of failure can often lead to unexpected wins.
• ASK FOR HELP: Collaboration is key. No leader can drive transformation alone, so don’t hesitate to lean on your team, partners, and organization for support.

Missed the episode? Catch the full interview

Listen on Apple | Spotify | Amazon Music | Audible | YouTube