Rebuilding the digital frontline around the customer boosted by AI Agents
The challenge
Oomi didn’t want just another technological tool, but to truly renew the way they interact with customers across every touchpoint, not just in customer service or digital channels. The pressure came from the market: competitors were ahead on digital. Instead of a quick surface fix, Oomi based its strategy on one principle: make running the business genuinely easy, and improve the customer experience through it. That meant rethinking entire processes, not just interfaces.
The solution
Oomi partnered with Sofigate to build a transformation that prioritised people and customer experience over technology. Together, the teams launched a new mobile and web-based Oomi Portal, implemented Salesforce Energy & Utility Cloud, and modernised the entire energy sector system architecture. The approach was pragmatic: release early, learn fast, and keep things simple, cutting through complexity to focus on what customers actually need.
The outcome
After implementing the new solutions Oomi’s customer satisfaction, measured by NPS, has climbed by roughly 30 points. This reflects how Oomi’s frontline now works in practice: it is responsive, intuitive, and swift. Behind the scenes, everyday operations are leaner, decisionmaking is faster, and the platform is ready to adapt in real time. Implementing Energy & Utility Cloud and modernising the system architecture laid the groundwork for Oomi’s future with AI agents.
Oomi is one of Finland’s largest electricity retailers with more than 800 000 customers. Formed in 2020 by a coalition of regional energy companies, Oomi built its brand and values on straightforward, useful services and humane customer service. As competitors advanced digitally, Oomi faced a choice: patch the gap or rethink the model. It chose the latter and partnered with Sofigate to create a customer experience that feels seamless on the surface and is powered by simplicity underneath.
The collaboration between Oomi and Sofigate began long before this programme and has grown into a strong, well‑functioning partnership. Over the years, this collaboration has supported Oomi across multiple initiatives, ultimately leading to a complete rethinking of its digital frontline and operational backbone.
Rebuilding customer experience together
The customer experience renewal at Oomi was not simply about installing a CRM system, it was about truly changing the way the business works day to day. From the outset, the target wasn’t technology, but experience. That meant more than launching a portal or an app; it meant redesigning the operational backbone so that every interaction felt smooth and supported.
The work moved fast. It was often unfinished, sometimes imperfect – but always focused on first delivering real value for customers, while simultaneously refining the back end. Energy sector processes were stripped back. Instead of mapping every legacy exception, the team asked: what does the customer actually need? By designing for outcomes, Oomi cut through complexity, making operations leaner and freeing resources to focus on the customer experience.
As Noora Tams, Head of Digital at Oomi puts it: “We moved through initial difficulties to success. Today we have a team that truly understands each other and develops solutions that make sense for us.”
The why and the how
Oomi chose Sofigate for a shared way of working: co‑creating, challenging assumptions, and delivering at pace. The collaboration started with the Oomi Portal and a Salesforce implementation, then expanded to integrated process flows and simplified case handling. The delivery model embraced MVP thinking: release early, listen fast, improve continuously.
This wasn’t a theoretical design exercise. It was a hands‑on rebuild: fast, iterative, and transparent. Working in English also brought new ways of collaborating and strengthened Oomi’s confidence in more distributed, future‑ready ways of working.
“We moved through initial difficulties to success. Today we have a team that truly understands each other and develops solutions that make sense for us.”
Noora Tams, Head of Digital at Oomi
The results
The impact of this transformation is visible to customers as well as Oomi’s employees across the organisation. For customers, the ease of everyday interactions with Oomi has become a measurable strength rather than an aspiration. Overall satisfaction, measured by NPS, has climbed by roughly 30 points. These results are a direct result of the renewed frontline processes that now feel responsive, intuitive and swift.
Behind the scenes, Oomi’s operations have become leaner and more agile. Staffing needs have dropped by 50%, manual tasks have been reduced by 70%, and the number of systems to maintain has fallen by 40%. Decision-making has shifted closer to empowered teams, reducing overhead and accelerating iteration. Simplified processes have cut through legacy complexity, making development lighter and freeing resources to focus on what matters most: the customer experience. At the same time, Oomi has set a clear ambition for staff to dedicate 30% of their time as Energy Advisors, ensuring more meaningful and humane customer interactions.
The technology foundation now supports this new way of working. Salesforce as the single CRM anchors customer data, while integrated process flows and expanded connections with energy-specific customer information systems enable quick, real-time responses. This isn’t a static platform, but keeps improving over time. Continuous delivery cycles mean that improvements are released early, tested quickly and refined based on real customer and employee feedback, instead of assumptions.
Perhaps the most significant result is what this enables for the future. Oomi now has the structures, tools and mindset to scale what works, leverage data more intelligently and prepare for AI-driven services where they create real value. This allows Oomi to operate as a customer organisation that adapts with confidence and responds in real-time.
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