Spanish energy firm uses analytics to reconnect with customers

EDP España has long focused on generation and distribution of electricity at the lowest possible cost to customers. But under competitive pressure, the company is focusing even more closely on customer needs. 

The company turned to analytics for integrated marketing management to gain more customer insights, build relationships with customers and market share.

“With SAS Marketing Automation, our customer recovery rates are above 80 percent,” said Ricardo Santander, Director of Marketing and Business-to-Consumer Sales at EDP España. “In addition, many customers have combined gas and electricity services and opted for new maintenance services. As a result, EDP España achieved loyalty of 95 percent among electricity customers and 80 percent loyalty among gas customers.”

With a customer base of around 2 million, SAS helped EDP España automate processes in its customer relationships. The solution also allowed multichannel campaign management and optimization of communications through all available channels.

“Multichannel management is important to us, and SAS allows us to adapt to the needs of each customer segment,” says Carlos Menéndez, Head of Business Intelligence at EDP España. “We are also able to segment customers according to their predicted lifetime value. Now, we focus campaigns on those customers with the greatest potential.”