Success Story
Powering innovative customer communication for Energia Group
Tap CXM has been working with Energia Group for five years now to revolutionise their customer communication and retention strategies through Adobe Campaign.
Industry
Energy
Date delivered
Ongoing
Length of project
Since 2019
Solution provided
Understanding Customers as Individuals, Deliver Personalised CX at Scale, Measure Incrementality & Effectiveness
Technology
Adobe Campaign Classic
The Project
Energia Group, the leading energy provider in Ireland and Northern Ireland, needed to improve customer loyalty as market competition heated up. We’ve enabled them to boost retention improve customer experience management (CXM) and leverage customer data more effectively using custom-configured Adobe Campaign Classic solutions.
The Challenge
When we joined forces in 2016, Energia Group was focused on customer retention. It wasn’t that they were losing business. Both consumer divisions—Energia and Power NI—were growing. But with more competitors entering the market, Energia Group saw the challenges coming down the pipeline.
- No system in place to engage 650k+ customers 1:1, let alone enable Energia to grow.
- Contract renewal offers weren’t as proactive, personalised or attractive as they needed to be.
- Customer data needed to be protected across two divisions (while improving CXM).
- Not enough insights into which offers and campaigns were performing.
In phase 1, we worked with Energia Group and our Adobe partners to implement Adobe Campaign Classic. This paved the way for the Offer Management module and its capabilities to boost contract renewals and personalise marketing at scale. We also configured a connection between an existing Adobe Analytics setup and Campaign Classic, significantly improving analytics almost overnight.
This early work paved the way for a plethora of subsequent projects, including:
- Improving the Offer Management module, from eligibility rules through to tracking performance.
- Developing an Adobe Campaign web app enabling customers to see and manage their own offers.
- Separating the single Adobe Campaign Classic instance to accommodate Energia and Power NI use cases while remaining compliant.
- Building a custom integration that automatically syncs updates in the Group’s internal product/offer catalogue with Adobe Campaign, eliminating manual work and improving offer accuracy.
- Creating an Adobe Campaign web app to help direct debit customers who are behind on payments to access information and support.
- Bringing in additional data that isn’t normally available in Adobe Campaign.
We’ve had a close and ever-evolving positive relationship with TAP CXM for a number of years now on the Adobe Campaign platform. They’re extremely easy to work with on all projects we collaborate together on and can adapt to tight deadlines with ease. It’s widely known that if TAP CXM is working on anything for us, it will be delivered to the highest standards.
Ciaran Engish, Senior Technical Analyst, Energia Group
The Results
- Provided personalised offer management capabilities to 650k+ customers.
- Acquired and retained almost 200k new customers.
- Streamlined campaign execution, saving time and resources.
- Improved analytics and reporting.
Credit where it’s due: We like to think we sparked Energia Group’s interest, but the team have become bona fide Adobe Campaign experts. Our role has increasingly shifted to solving complex challenges, advising on martech best practices, and enabling outside-the-box ideas.
Energia Group has since won 7 marketing excellence awards in 6 years, including one for winning back customers and another for “Best Use of Content”.
