Bringing energy to customers

Bringing energy to customers

Launching a new customer journey management capability.
The Challenge

This large utility company's retention lifecycle was lacking personalised and targeted offers for their customers due to a lack of customer data. The lack of data meant that their retention plays were often one-size-fits-all offers that forfeited margins.

Blanket retention offers meant that they missed out on higher margins with certain customers who were less price conscious but also meant they lost customers who were more price savvy.

Without access to a 360 view of the customer it was impossible to segment or build customer propensity models; again impacting their ability to provide the right offer for both the customer and for the business.

Bringing energy to customers
Our Approach

We took a customer-centric approach to help design a framework for making the right interventions at the right point in the customer journey.

Mission 1: Help secure the right tools for the job.
Support the selection of software and agency partners to take control of their customer experience (CX). Lead these partners in the design and development of a new CX management platform.  
Mission 2: Lead and coach.
Design and develop models for segmentation and propensity to churn analysis. Provide support on the selected tech platform, and lead on the initial implementation and activation. Coach the team on agile ways of working to enable an iterative approach to developing their CX.  
Mission 3: Manage the launch of customer journey management as a capability.
Coordinate the launch of a new ‘customer journey management’ capability. Lead technical and operational go-lives, providing a robust quality assurance layer across the entire programme.
Bringing energy to customers
The Results
  • New customer journey management capability (including tech platform) implemented across the group of companies.
  • Reduction in churn through accurate propensity modelling – leading to better profit margins.
  • A new tiered offer framework available to all customers, aimed at protecting margins whilst allowing customers to access the best deal for them.

Services Provided

  • CX Strategy.
  • Delivery Support.
  • Capacity Building.

Learn more about this project:

Niall Lavery
CEO Founder, Director of Strategy
Fanta Drammeh
Senior Organisation Designer

© The Customer Bureau. All rights reserved.