Stack marketing & customer journey Use case of a French energy provider
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SPEAKER
THOMAS PINTE Client success lead
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Challenges Use case for a French energy provider
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Complex economic issues
Focussing on right customer acquisition & operational costs are essential But long term retention and value building makes the difference
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Based on a strong competition
Focussing on price & minimum valuable services are essential But N.P.S makes the difference
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Drived by notoriety
Focussing on a top of mind strategy & « share of voice » are essential But a global PRM approach makes the difference
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And new customer needs
Focussing on digital features & selfcare are essential But data and personalization makes the difference
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Enablers Use case for a French energy provider
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To emerge and survive marketing needs to drive results
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By a good knowledge of the customer journey Use the right content at the right place By a media content and landing page optimisation tactics Don’t loose trafic Using a simple PRM model with basic use cases
RESULTS after 8 month :
Bounce Rate : < 35% Display CTR : +20% than avg PRM program : +12% souscriptio
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By a great marketing stack Be always « ON » Using an marketing automation system
Spend the right price Using programatic ad buying technics and attribution and contribution models RESULTS after 8 month : CPC and CPM not impacted by competition Visitors : +15% than the BP.
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By good data architecture and orchestration Touch the right person Using a real time lead and customer scoring Start simple A end to end touchpoint reconciliation is the target not the begining
RESULTS after 8 month :
Customer value : +10% Churn : < 2% (avg : 8%) Unpaid invoices : <8% (avg : 30%)
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Key success factors Use case for a French energy provider
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Overview
01
01. Clear Picture
02
02. Tailored Management
03
04
03. Agile
04. Test & learn
Organisation
Methodology
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Overview But the main key factor was to start from nowhere we have been abled to set good practices from the beginning
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Achieved results After 1 years of build & setup + 8 month of run, We catch, each month, between 15% and 35% of market churn. That put us as the 4th alternative energy provider with the 9th media budget of the market. I let you imagine how we improoved the model #Proud
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THX
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