How Red Energy Standardised Knowledge Across 1,600 Users

Organisation Overview

Red Energy is an Australian energy retailer owned by one of Australia’s largest renewable energy generators, Snowy Hydro. With approximately 1,600 Bloomfire users supporting thousands of customer interactions daily, Red Energy’s customer solutions teams depend on accurate, accessible knowledge to deliver consistent service across varying state regulations and complex energy products.

The Challenge

Red Energy is the only energy retailer in Australia to win a Canstar Blue Award for Most Satisfied Customers 16 years in a row. Customer experience is a top priority. With Bloomfire, the team saw opportunities to improve access to knowledge, ensure consistency across the 1,600 users, and maximise AI-assisted services. 

• As content expanded, consultants were spending more time searching (~19% of on-call time). Reducing search effort so consultants could respond faster & competently was a priority. 
• Energy regulations vary significantly across Australian states, increasing risks of knowledge gaps between regions and requiring consultants to accurately navigate state-specific rules.
• In early trials of AI solutions, answer accuracy was rated from 30-62% due to challenges with the health of the underlying content. Improving knowledge quality and governance was a top priority to ensure AI delivered trusted, dependable results.

These challenges made it clear that improving the quality and accessibility of knowledge was critical to sustaining Red Energy’s high standard of customer experience. Addressing these gaps laid the foundation for more consistent performance across teams and for unlocking the full value of AI-assisted support.

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The Solution

Red Energy partnered with Bloomfire to transform their knowledge ecosystem, focused on content quality, AI-powered search, and continuous optimisation. By prioritising content quality as the foundation for AI success, their teams cleaned, restructured, and validated Red Energy’s agent knowledge base, authored 300+ new articles, and improved the reliability of information available to both Bloomfire’s AI tools and their human consultants by removing duplicative, conflicting, and outdated information.

Using the Bloomfire platform, they modernised their knowledge management processes and the delivery of information to frontline workers: 

• Structured content governance with centralised content ownership, automated unpublishing reminders, and validation workflows to maintain quality at scale. 
• AI-powered conversational search that understands and delivers contextually relevant answers, not just keyword matches. 
• Advanced analytics and validation metrics providing session-level AI tracking, content gap analysis, and behavioral insights to guide continuous improvement.

Together, these initiatives established a scalable and sustainable knowledge framework, enabling both people and AI systems to operate with greater confidence, speed, and consistency.

“Our partnership with Bloomfire is a shining example of how everyone benefits when you invest in a partnership. Both our businesses are better for the relationship and even better than that, we’re friends.”

The Results

Following the implementation of these changes, Red Energy began to see measurable improvements across key operational and customer experience metrics. These gains reflect not only increased efficiency, but also stronger alignment between knowledge management and AI performance:

With Bloomfire, Red Energy was able to see outcomes that improved their day-to-day workflow. This demonstrates the tangible impact of investing in knowledge quality as a strategic driver of both operational performance and customer satisfaction.

Conclusion

These initial results show significant reductions in hold time, improved AI answer accuracy for Red Energy’s contact centre, and a strengthened support experience for both consultants and customers. These outcomes underscore what is often overlooked in the rush to adopt AI: the quality of AI outputs is only as good as the underlying data.

Their approach provided an exemplary model for Bloomfire’s new Knowledge Base Health suite, which uses human-in-the-loop AI tools to augment the manual processes required to master knowledge quality. Through Bloomfire’s structured content optimisation, validation workflows, and continuous AI tuning during the pilot, Red Energy increased AI accuracy 2x by creating a more dependable and scalable support experience. The Bloomfire-Red Energy partnership is building a strong foundation for an elevated AI-assisted customer experience.

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