Customer Care Utility: Why "Low Season" No Longer Exists
Customer service managers in the Energy & Utility sector experience it every day: volumes are no longer "waves," but continuous. On the one hand, there are repetitive and predictable requests (invoices, deadlines, direct debits, installment plans, data updates). On the other, there are sudden spikes related to breakdowns, disconnections, scheduled work, rate changes, and regulatory obligations.
Meanwhile, customer expectations have changed: they want immediate responses, on familiar channels, and without waiting. And in Italy, the most natural, most used, and most "everyday" channel is WhatsApp.
This is where a modern approach comes into play: not just a generic chatbot, but a system of Conversational AI is marketing automation Designed to truly close requests, reduce operating costs and improve satisfaction. SendApp, Utility companies can bring scalable, consistent, and measurable customer service to WhatsApp, integrated with their business processes and systems.
From "do-it-all" chatbots to AI agents: the qualitative leap
Many companies start with the simplest idea: "let's build a bot that responds." The problem is that a generic bot, if not designed with the right orchestration and data access logic, ends up:
- not understanding the context (e.g. difference between electricity and gas bills, POD and PDR, free market and protection, etc.);
- ask redundant questions;
- failing to complete the procedures (so everything passes to the operators);
- generate frustration and increase repeat contacts.
The Utility sector is regulated, full of exceptions and requires traceability. This is why the winning strategy is to build a team of specialized AI Agents, coordinated by a “director” who guarantees consistency, safety and handover when necessary.
WhatsApp's Multi-Agent Architecture: How It Really Works
Imagine the WhatsApp experience as a guided journey: the customer writes in natural language ("I don't understand this item on my bill," "I want to pay in installments," "I have a breakdown," "I need to change the account holder"). The system must interpret, verify, retrieve data, and complete the action.
1) The Orchestrator Agent (the “Mother Agent”)
This is the layer that governs the rules of the game. On SendApp, orchestration serves to:
- recognize intent and degree of urgency;
- manage policies and compliance (privacy, consents, information limits);
- maintain the brand's tone of voice;
- decide when to automate and when to switch to an operator;
- route the conversation to the correct vertical agent.
The result: a consistent experience on WhatsApp, even when cases are diverse and complex.
2) Vertical Agents (domain specialists)
Each agent is "trained" and configured for a specific process. In the Utility world, the most useful vertical agents are typically:
- Bill Agent: reading entries, deadlines, sending PDFs, duplicates, clarifications on consumption;
- Payment Agent: payment status, reminders, reconciliation, reminders, payment links;
- Installment Agent: simulation of plans, requirements, document collection, opening of practice;
- Self-reading Agent: step-by-step guide, format validation, acquisition confirmation;
- Agent Bonuses and Benefits: requirements, deadlines, documentation, request status;
- Fault and Report Agent: triage, information gathering, geolocation, updates on interventions;
- Contracts Agent: transfer, takeover, change of offer, change of payment method;
- Onboarding Agent: welcome, channel activation, communication preferences.
The key difference is that each agent does not “chat”: performs. And when needed, it involves an operator with an orderly and complete handover.
Why WhatsApp is the ideal channel for utilities (in Italy)
WhatsApp isn't just a messaging channel: it's an environment where customers are already active and expect quick interactions. For a utility company, this means:
- Reduction of calls to the call center thanks to immediate responses and guided self-service;
- Proactive notifications (deadlines, local work, practice outcomes) with high reading rates;
- Traceable conversations and consultable, also useful for audits and quality;
- Omnichannel experienceWhatsApp can work alongside email, customer support, and phone, without duplicating effort.
With the WhatsApp API With SendApp you can manage flows, templates, automations and integrations professionally, respecting the channel rules.
Practical Use Cases: What to Automate on WhatsApp with SendApp
1) Bill explanation and duplicate submission in 60 seconds
Scenario“I just received a higher-than-usual bill. Can you explain it to me?”
Flow on WhatsApp:
- Customer identification (customer code, OTP or minimum data);
- Retrieve latest documents and send PDFs;
- Guided explanation of the main items (fixed/variable quota, adjustment, charges, invoiced period);
- If an anomaly arises, a priority ticket is opened with a summary already filled in.
Value: fewer calls, more transparency, fewer repeated complaints.
2) Payment reminder and direct link: fewer unpaid bills, fewer manual reminders
Scenario: due in 3 days, payment not registered.
Automation:
- Send WhatsApp message with reminder (approved template);
- CTA with payment link or instructions (bank transfer, direct debit, physical points);
- Response management: “I have already paid”, “I can't pay now”, “I want to pay in installments”.
Italian exampleA multi-utility company serving customers in Lombardy can segment customers by municipality and send targeted reminders, reducing inbound contacts and improving cash flow.
3) Guided installment plan: from request to completion without waiting
Scenario“I would like to pay my bill in installments. How do I do it?”
Flow:
- Check requirements (amount, delinquency status, maximum number of installments);
- Proposal of 2-3 plans (e.g. 3, 6, 12 installments) with estimated amount;
- Collecting consent and confirmation;
- Send summary and documentation;
- If necessary, transfer to the operator with all the history already prepared.
Value: reduced times, fewer errors, more cases closed on first contact.
4) Self-reading of the meter: fewer errors, fewer adjustments
Scenario: “I have to communicate the self-reading.”
Flow:
- POD/PDR request or user selection if the customer has more than one;
- Simple instructions (where to read, which numbers, how to avoid trailing zeros);
- Validate format and plausible range;
- Confirm acquisition and next window date.
Italian exampleDuring the winter months, when gas consumption increases, submitting your meter readings via WhatsApp reduces disputes and requests for recalculation.
5) Faults and reports: rapid triage and proactive updates
Scenario“I haven't had power for half an hour” or “I smell gas.”.
Flow:
- Urgency and safety classification (with standard messages and immediate indications);
- Information gathering: address, supply point, description, photo if useful;
- Ticket creation and assignment;
- Automatic updates (acceptance, technician arriving, intervention closed).
Value: less panic, fewer repeated calls “where are you at?”, more confidence.
Marketing automation for utilities: not just support, but ongoing relationships.
In the Utilities sector, "marketing" isn't just about acquisition: it also means reducing churn, increasing adoption of digital services, and improving brand perception. With WhatsApp and SendApp, you can build useful and non-invasive automations, such as:
- Digital onboarding: after contract activation, home delivery guide, customer area, communication preferences;
- Information campaigns: tariff changes, new payment methods, energy saving tips;
- Smart upsell: proposal for boiler maintenance, insurance, smart home services, only to relevant segments;
- Customer educationMini-guides on how to read your bill or reduce consumption, with conversational paths.
The key is to segment, personalize, and measure. And above all, do it in a conversational way, giving the customer the feeling of always having a "direct channel" to the company.
Conversational AI and Compliance: What It Takes to Do It Well
Automating the utility world requires attention to processes and rules. A serious WhatsApp project must include:
- Privacy and consents: opt-in management, information and preferences;
- Traceability: conversation log and reasons for actions;
- Controlled escalation: switch to operator when AI detects exceptions, risk or dissatisfaction;
- Integrations: CRM, billing systems, ticketing, knowledge base;
- Content quality: updated answers on regulations, procedures and offers.
For the AI part, the difference is made by an agent capable of understanding natural language and managing complex contexts. AI Chatbot Integrated into SendApp, you can build advanced conversational experiences while maintaining control over knowledge and flows.
KPIs to Track: How to Measure ROI on WhatsApp
To demonstrate business value, define clear KPIs from the start. The most useful ones in the Utilities sector:
- Deflection rate: how many requests are handled without an operator;
- First Contact Resolution: how many cases are closed at the first contact;
- Average response time is closing time;
- Call Reduction on specific categories (bills, payments, self-reading);
- CSAT post-conversation on WhatsApp;
- Reduction of unpaid debts and improved punctuality of payments;
- Channel adoption: how many customers choose WhatsApp as their preferred channel.
An effective approach is to start with 2-3 high-volume use cases (bills, payments, self-reading), measure, optimize, and then extend to other processes.
Recommended roadmap: how to get started without risks
Step 1: Map requests and priorities
Analyze your inbound contacts: which categories take up the most time? Which are repetitive and standardized?
Step 2: Designing conversational flows
Create simple paths, with minimal questions and clear answers. On WhatsApp, brevity wins.
Step 3: Integration with systems and data
The customer doesn't want to "explain everything" every time: integrate to retrieve the status of bills, payments, and procedures.
Step 4: Controlled start and training
Start with a pilot on a segment (e.g., a region or a business line) and refine the AI with real-world cases.
Step 5: Proactive automations
Once support is working, add helpful marketing automation: reminders, onboarding, updates.
How SendApp can help you
SendApp offers complete solutions to manage WhatsApp Business professionally and efficiently:
- SendApp Official – Official WhatsApp Business API for bulk sending and automation
- SendApp Agent – AI chatbot with integrated ChatGPT for intelligent automatic responses
- Request a free consultation – Talk to an expert to find the ideal solution
