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.
