We have realigned the market-processing strategy of municipal utility for customer retention and recovery.
Initial situation and objectives
- Rising customer turnover and endangered value retention of the customer base in the private customer business of a regional utility
- Increasing intensity of competition due to aggressive market development by non-resident competitors
- Development of a concept for strategic realignment of market development necessary
Approach
- Analysis of the competition and the customer groups and identification of previously untapped market potential as well as segmentation and prioritization of customer potential (regional / national)
- Development of a strategy concept for the medium-term reorientation of market development with regard to positioning in the market
- Development of strategic directions for implementing the target positioning and design of the marketing mix (service offerings, core competencies, unique selling points, brand identity, sales, network, price positioning, customer communication)
- Derivation of a strategy and rollout plan for the implementation of the strategy for sustainable customer loyalty
Results
- Based on a competitive analysis and a customer segmentation, unexploited market and customer potential as well as endangered risk clusters with high intrinsic value were identified and a roadmap with recommended measures was drawn up
- The securing of the portfolio was successfully ensured by means of capture strategies and customer loyalty and retention solutions