Vision
An energy retailer set out to reimagine how customers interact with its brands through a modern digital experience, one that empowers customers to self-serve, reduces friction, and scales across multiple brands and channels.
The long-term vision was a unified digital portal where customers could seamlessly manage their energy relationship: onboarding, document submission, billing, payments, and ongoing service. All without relying on call center support.
Phase 1 of this digital transformation focused on delivering a superior onboarding experience as the foundation for future self-service capabilities.
What We Faced
Challenge
The client’s existing customer experience relied heavily on manual processes and call center interactions, creating friction during customer onboarding and limiting scalability.
Customers were unable to provide required documents for enrollment through the legacy customer portal. Instead, they needed to send documents over email and call in for confirmations, resulting in delays, higher call volumes, and fragmented data across systems.
Document verification was handled through disconnected legacy systems which were not integrated. This required staff to manually input or upload data into Salesforce, increasing operational effort, introducing potential errors, and extending the time required to activate customer accounts.
These challenges made it difficult to deliver the type of modern, self-service digital experience the organization envisioned for its customers.
Implemented Technologies
Salesforce Experience Cloud, Lightning Web Components
What We Did
Solution
Together with MRE Consulting the client implemented a Salesforce Experience Cloud portal built with Lightning Web Components (LWC) to serve as the foundation for a scalable, customer-centric digital experience.
Built on a single Salesforce instance, the Experience Cloud portal dynamically delivered three distinct, custom-branded customer experiences based on user login. Each experience preserved brand-specific visual identity and messaging, while also supporting both English and Spanish language options, all from a shared backend architecture, integrations, and service workflows.
Phase 1 capabilities focused on onboarding as a self-service experience, enabling customers to actively participate in their enrollment rather than relying on manual intervention.
Key capabilities included:
- Multi-Brand, Bilingual Digital Experiences enabling three distinct branded customer portals with English and Spanish support from a single Salesforce instance.
- Real-time enrollment dashboard displaying order status, alerts, and next steps
- Guided, step-by-step onboarding flows with progress indicators for document upload and deposit payment (via secure iFrame components)
- Custom Apex services enabling digital billing enrollment and backend orchestration
- REST and SOAP integrations with Salesforce Marketing Cloud for real-time email verification and customer notifications
- Apex HTTP callouts to legacy CRM systems for customer data synchronization
- Automated checks for outstanding balances and debts, ensuring secure and accurate enrollment
- Integrated real-time chat and messaging, connected to Salesforce Service Cloud for agent visibility and responsiveness
- Virtual communication center allowing customers to submit questions and receive timely responses without calling support
What We Delivered
Results
The Experience Cloud customer portal established a scalable digital foundation that shifted onboarding from a manual, call-center-driven process to a customer-led self-service experience.
Key outcomes included:
- Enabled a scalable, multi-brand digital experience architecture, delivering three distinct, custom-branded, bilingual customer portals from a single Salesforce instance. Reducing system complexity while preserving brand identity.
- Increased net sales conversion rates by digitizing customer enrollment
- Reduced call volumes, service requests, and email traffic through proactive self-service capabilities
- Significant reduction in manual data entry and operational effort
- Improved alignment between customer-facing data and internal Sales, Service, and Operations systems
- Enhanced visibility into Sales, Service, and Operational KPIs through consolidated data
What’s Next
With onboarding successfully delivered as Phase 1, the client plans to expand the customer portal into a full digital self-service ecosystem.
Future phases include capabilities such as online bill payment, payment history visibility, and enrollment in customer benefit programs – continuing the organization’s broader vision of a modern, digital-first energy customer experience.
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