Copa Energia: Scaling Digital Self-Service for 30 Million Customers
What we achieved
-
Targeting
a 20–30% reduction in digital customer-acquisition cost -
Faster
marketing updates and direct publishing -
Richer
self-service content and stronger organic search
To who
-
Industry Energy
-
Products: HCL Digital Experience
-
Region Latin America
Overview
-
Part 1
Challenge
Copa Energia needed to connect a vast, multi-tier audience across channels, meet high safety-information standards, and bring down the cost of acquiring customers digitally following shifts in customer behavior.
-
Part 2
Solution
The company built two customer portals and three additional websites on HCL Digital Experience, giving customers a faster way to handle needs while letting the marketing team update information and publish quickly.
-
Part 3
Results
Copa Energia achieved faster marketing updates, delivered richer self-service content, strengthened its organic reach, and established a clear target to reduce digital customer-acquisition costs by roughly 20-30% by year end.
The Challenge
Copa Energia distributes bottled gas across Brazil through a network of roughly 6,000 retailers, ultimately serving around 30 million end customers.
Customer research revealed four top service needs:
- Ordering
- Financials and billing
- Maintenance
- Customer support
After the pandemic, how customers wanted to handle those needs had changed — as the company put it, not a matter of technology, but of customer behavior. People preferred to solve their problems on the website, via web chat, or over WhatsApp rather than calling in.
Serving them meant connecting a vast, multi-tier audience across channels, meeting the high safety-information standards that come with handling gas, and bringing down the cost of acquiring customers digitally.
Build Experiences 80% Faster: From Backlog to Benchmark with HCL Mosaic
It’s not a matter of technology, but customer behavior. They prefer to solve their problems on our website, on our web chat, or WhatsApp.
— Adriano Biral, Business Transformation Manager, Copa Energia
The Solution
Copa Energia built its digital presence on HCL Digital Experience — deploying two customer portals and three additional websites, each serving a different part of the audience.
The platform gave customers a faster way to handle tasks that once required a phone call or waiting:
- Requesting duplicate bills
- Updating financial details
- Ordering new products
Behind the scenes, it lets the marketing team work directly — updating information and publishing quickly, standing up forms to research customer needs, and keeping richer, higher-quality information (including pricing and data) in front of customers. It also strengthened the organic-search foundation the company depends on to reach new customers.
Let’s grow together.
— Adriano Biral, Business Transformation Manager, Copa Energia
The Results
Key Impact & Business Results
- Faster Marketing Operations: Content updates, new pages, and research forms that once required IT can now be published directly by the marketing team.
- A richer customer experience: Higher-quality information, including pricing, delivered in the self-service channels customers prefer.
- Stronger organic reach: Improved SEO and organic search to support digital customer acquisition.
- A clear cost target: The company expects to reduce its digital customer-acquisition cost by roughly 20–30% by year end.
About the company
Copa Energia’s roadmap centers on true omnichannel continuity — letting a customer start a conversation on WhatsApp and move to the portal, or back again, without losing the thread — and on expanding self-service.
It’s exactly the trajectory HCL Mosaic is built to support: a managed, AI-first enterprise cloud platform that adds multiexperience reach and built-in AI on top of the HCL DX foundation already in place, so the team can keep building rather than maintaining.
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