Organisation Overview

A leading electricity retailer in Singapore, this organization plays a key role in the liberalized energy market by offering flexible electricity plans to businesses across industries—from retail to manufacturing. As part of a larger energy generation group, it is committed to providing reliable power supply solutions while enhancing customer experience and maintaining competitive service offerings.

The Challenges Faced

In the evolving Open Electricity Market (OEM) landscape, the organization faced several operational challenges that limited its ability to grow market share and serve customers effectively:

1. Legacy System Limitations: Outdated platforms hindered the organization’s ability to respond quickly to customer needs and market demands
2. Marketing & Sales Inefficiency: There was limited capability to run targeted marketing campaigns or manage leads efficiently through a unified system.
3. Billing and Service Cycle Management: Disparate systems and manual processes created delays and inconsistencies in billing, customer onboarding, and service delivery.
4. Customer Service Gaps: The absence of an integrated CRM system restricted the ability to offer timely and personalized support to customers.

​Solution Proposed

To address these issues, a comprehensive CRM and operations solution was implemented to modernize the organization’s digital infrastructure:

1. Dynamics 365 Implementation: A customized solution built on Microsoft Dynamics 365 was deployed to unify marketing, sales, billing, and customer service workflows on a single platform.
2. End-to-End Customer Lifecycle Management: The solution enabled streamlined lead generation, opportunity tracking, contract management, and customer onboarding processes.
3. Automated Billing Integration: Billing cycles and customer accounts were integrated within the platform to ensure timely, accurate invoicing and payment tracking.
4. Enhanced Customer Support: The service module of Dynamics 365 provided a centralized system to log, track, and resolve customer queries and complaints

Benefit

1. Improved Operational Efficiency: Automation and integration of key business processes reduced manual workload and increased accuracy across departments.
2. Enhanced Customer Experience: A 360-degree customer view enabled the organization to deliver more responsive, personalized service.
3. Competitive Edge in the Market: With faster response times and better customer insights, the organization strengthened its position among electricity retailers in the Open Electricity Market.
4. Scalability for Growth: The cloud-based system offers scalability for future expansions, supporting additional service offerings or customer segments as needed.

Conclusion

To remain competitive in Singapore’s liberalized electricity market, a major power retailer partnered with a digital transformation provider to overhaul its legacy systems. By implementing a modern, cloud-based solution built on Microsoft Dynamics 365, the organization achieved end-to-end visibility across customer engagement, billing, and service processes. The result was a significant improvement in operational efficiency, customer satisfaction, and market agility—enabling the company to meet evolving consumer expectations and thrive in a competitive energy landscape.