The document outlines a marketing and customer journey use case for a French energy provider, emphasizing the importance of customer acquisition, retention, and value building in a competitive market. It highlights key strategies including effective use of digital features, marketing automation, data architecture, and programmatic ad buying, which led to significant improvements in customer engagement and reductions in churn rates. Ultimately, after a year of development and eight months of operation, the provider achieved substantial market capture, becoming a significant player in the energy sector.

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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
Don’t loose trafic
Using a simple PRM model
with basic use cases
Use the right content
at the right place
By a media content and
landing page optimisation
tactics
RESULTS after 8 month :
Bounce Rate : < 35%
Display CTR : +20% than avg
PRM program : +12% souscriptions

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By a great marketing stack
Spend the right price
Using programatic ad
buying technics and
attribution and contribution
models
Be always « ON »
Using an marketing
automation system
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
Start simple
A end to end touchpoint
reconciliation is the target
not the begining
Touch the right person
Using a real time lead and
customer scoring
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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01 02 03 04
01. Clear
Picture
Overview
02. Tailored
Management
03. Agile
Organisation
04. Test & learn
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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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
Achieved results

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THX