Synergy generates electricity, and sells electricity and gas to customers in the Australian State of Western Australia. As a government owned agency it also trades wholesale electricity and gas under ring fenced arrangements. Synergy participates in the Wholesale Electricity Market in Western Australia which was set up in 2006, and has a workforce of about 980 employees located in Perth, Kwinana and Collie.

Synergy sought Gorilla's help to streamline pricing and enhance customer engagement after switching from SAP to Salesforce CRM. Gorilla's Bespoke Pricing solution was chosen to innovate I&C pricing for power, aiming to expedite tailored C&I quotes. The goal was to automate the previously manual electricity pricing processes, empower our sales agents and improve the customers' sales journey.

Synergy had complex pricing needs beyond Salesforce's capabilities and required support to provide sales agents with a real time pricing solution. It wanted to improve C&I customer pricing, and multi-team quoting capabilities and provide a more streamlined experience to customers throughout the sales journey. During implementation, Gorilla discovered an additional hurdle: detecting significant usage changes in customer historical data, requiring machine learning to identify when substantial changes occurred to a consumer's load and flagging it as a changepoint.

Gorilla worked with Synergy’s pricing specialists to configure C&I pricing calculations and workflows, while Gorilla’s technical resources helped PwC integrate the system with other platforms. As a result, Synergy now has an integrated platform that can provide accurate, real-time pricing solutions.

The ability for Synergy sales agents to quote and present an offer to a customer whilst still on the phone to them, rather than having to call back later that day or the following day. They have also been able to reduce the number of staff members required to manually price.

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“Choosing Gorilla has meant that we can now automate  pricing campaigns to support accelerating our speed to market, moving select pricing calculations away from complex spreadsheets and run multiple quotes quicker.”

Lesley Walker, Executive General Manager, Synergy

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