The Energy and Utilities (E&U) market has opened up and the number of players continues to rise. The competition is no longer over small price margins, but on the ability to involve and retain customers through retention, and strategies designed to improve brand loyalty.
It’s a real revolution that has impacted the brand identities of all the companies in the sector, from industry giants with decades of history behind them to the youngest and most innovative players. And it places customers at the very center of the companies’ focus. Today’s customer is no longer one among many – they an informed set with unique characteristics and needs, who can easily switch from one operator to another in the matter of a few clicks.
The competitive nature of the market – that has made switching simple and immediate for customers – has created a major challenge for E&U companies. Winning new customers is expensive and complex: it means putting complex marketing strategies in place (where results aren’t always guaranteed), investing time and resources, and working hard on all possible leads in the sales funnel.