• CLIENT: national company
  • INDUSTRY: energy & utilities
  • REGION: Germany
  • SIZE: large enterprise
  • PERIOD: 16 weeks
  • SERVICE: experience technology
A marketing solutionturning data into dollars

The Situation

A German energy supplier was struggling with an exceptionally high churn rate — well above the already high levels typical for the sector, largely driven by comparison portals like Verivox and Check24. To counter this, the company aimed to significantly increase customer loyalty by enhancing the customer experience, streamlining communication, and implementing personalized targeting. Also recognizing the need for a high-quality, GDPR-compliant database to enable accurate insights and effective marketing activities, management decided to launch the data-driven marketing initiative.

The Challenge

Brand Perception

Poor brand perception in the energy market led to sales being primarily driven by pricing and discounts, making retention, cross-selling and upselling challenging.

Customer Loyalty

Low brand identification, limited customer service, and insufficient customer engagement resulted in poor customer experience and an above-average churn rate.

Technology Adoption

The newly licensed cloud marketing solution struggled with low usability, unreliable information, and a complicated process flow, causing low user adoption.

Data-driven Targeting

Poorly structured data management and quality as well as unknown customer attributes made individual targeting and consent management almost unfeasible.

Personalized Retention

A lack of centralized customer insights led to impersonal interactions, ineffective communication and missed retention opportunities.

The Solution

North Star

Established a marketing target picture and defined immediate actions to support corporate goals, leading to the MVP approach for data-driven marketing automation.

Business Blueprint

Impact analysis of marketing journeys, prioritization of three MVP journeys, and definition use cases while refining requirements for seamless implementation.

Platform Engineering

Development of a data-driven marketing architecture to establish unified data management and integrated consent management.

Solution Implementation

Implemented the three customer journeys and mailing templates, incorporating process automation and GDPR-compliant consent management at every stage.

Marketing Enablement

Early involvement of operational marketing during implementation and enablement trainings helped users to quickly familiarize with the new ways of working.

The Excellence

Transformed the marketing unit to a cloud-based solution, enabling streamlined processes, data-driven targeting and automated communication.

Our implemented MVP marketing cloud solution lays a solid foundation for scaling use cases, expanding automation, and integrating AI-driven features.

User adoption rate increased by more than 60%, mainly driven by improved usability and automation - saving time and effort in routine tasks.