Tap CXM Breakfast Club

In this session, Andy Sage, a leader in energy propositions and partnerships, will share what happened when E.ON brought behavioural insight, customer data and experience design together.

E.ON had previously introduced a time-of-use tariff for EV customers, but adoption was limited. With the launch of Next Smart Saver, the team took a different approach: moving beyond a price-led proposition to better understand customer motivations, barriers and readiness to change.

60,000 customers switched.

And 73% went on to actively change their energy usage behaviour (shifting consumption away from peak times) proving the campaign’s major impact beyond the sign-ups.

Andy will share how they approached the launch, and explore how designing from the customer’s perspective can transform segmentation, messaging and experience design.

Andy will cover:

• How E.ON used behavioural insights to segment customers – not just by energy usage data, but by motivations, barriers and readiness to switch – and what that meant for messaging strategy
• How to challenge an inside-out lens and close the gap between assumed and actual customer needs
• How to better align messaging and experiences to what customers really value, rather than what organisations assume matters
• Practical ways to conduct research and gather data that can reveal far more about customer behaviour than you might expect
• Lessons learned from launching under commercial pressure and what marketers can take away about prioritisation, risk and experience design

Here’s the plan for the morning:

9:00am Arrival
9:15am Presentation and interactive discussion
10:15am Brunch and networking
11:30am Close

Spaces are limited. RSVP today to secure your spot.