Customer value mapping for a leader in the energy market
Context
Our client, an energy supplier, wants to manage its acquisitions, optimize its marketing actions according to offers and channels, and adjust its pricing policy with a view to achieving sustainable value for the company.
Objective
In order to meet these objectives, VERTONE was called in to implement a "customer value" approach, using a customer value calculation tool, analyses of churn sensitivity to price, and recommendations on acquisition strategy and pricing policy.
VERTONE contribution
- Analysis of churn according to offers and customer characteristics over several past and recent cohorts
- Definition, for each cost and revenue category, of the most balanced level of de-monopolization, taking into account the dispersion observed and the marketing levers that can be used.
- Creation of a semi-automated calculation model fed directly by the database, producing customer values by offer and customer characteristics, as well as mapping the value of acquisition campaigns.
- Estimating the sensitivity of churn to price in different populations and contexts
To find out more, contact our team.
