A client, active on the domestic market for supplying home energy, needed to get insight in their potential customer database as well as in their current and former customers. The market is very agile and each year many consumers change their energy supplier.
The aim was to be able to identify specific customer groups with their specific needs and beliefs, which might be accurately addressed (using persona’s) by our client. An additional goal was evaluate the effectiveness of “win-back” strategies used by the client. Is the money invested in securing returning customers an investment that has long term payback?
Important marketing questions:
• What are relevant and actionable consumer segments based on consumer attitude, use and consumption levels of energy?
• What is the need for, the potential and value of specific consumer propositions within the market?
• How to tailor products/ service and its marketing towards specific consumer needs in order to retain customers and/or turn them into loyal customers over time?
• Do regained customers represent any extended value over time? Is segmentation based on prior customer behaviour a prediction for success or failure?
• We applied a combination of qualitative techniques (8 group discussions and 20 in-depth interviews) as well as an online segmentation study among a customer base of 1500 individuals.
• The results of the segmentation were transformed into actionable persona’s, which were in detail discussed and refined with sales and service staff of the client before finally applying them.
• We found 3 main segments of current customers with a different behaviour towards energy and within each main segment we identified 2 sub segments based on attitudinal factors.
• We were able to form actionable, recognizable person’s that were incorporated in the customer offerings and customer care.
• Past customer behaviour is a major indicator of future behaviour – in particular, prior complaints, service downtime and recovery experiences and attitudes to referral all are major pointers in identifying valuable customers for re-acquisition – and those targets to be avoided.
• There was little point in targeting a lost customer who defected over serious service sub-performance issues in the past or who defected to a competitor primarily because they were offering lower prices. The longer the duration of the defection period the less likely was re-acquisition to be successful.
Clients about Daccle
Key words are expertise, experience, seniority, trust, openness, amiable collaboration. We have been happily working with them for the past 8 years.
— Patricia Zwaan – Currence
It is a pleasure to work with them. Highly involved and knowledgeable. My internal clients and me are very happy.
— Nina Markkula – Akzo Nobel
Since 1986 our relationship is been characterized by teamwork and added value. Sometimes we speak with other agencies for being sharp, but we always come back to the people of Daccle. We love Daccling.
— Johan Schildkamp – NZO
Great to work with. Skillful, punctual, willing to brainstorm with us and offer suggestions for improvement; something you don't come across in research institutes too often anymore.
— Josephine van Dijk – Productschap Tuinbouw
Very skillful and professional. Approachable, flexible, and easygoing. Their people have a broad knowledge area, which they use to proactively think in solutions. This makes them a reliable and pleasant partner to work with.
— Ilse Snoei – The Greenery
Visual Impact Test allowed us to see the design of our beer cans in a completely different way, and we eventually made a surprising choice for the worldwide introduction.
— Frank Swinkels – CFO Bavaria
It's quite an enjoyable collaboration. I mainly like their open way of communication and how they are always coming up with new ideas, both when it comes to content as on a personal level.
— Eef Dudok – ABN AMRO
I’ve been working with Daccle for several years now. They practice what they preach. They are unlike any other agency I know. They are with me until we get a sharp definition of my requirements and they won’t let me sit back and wait for results. I am part of the process although they do all the work. I like that. And in the end they provide me with insights that allow me to answer the most important question: “Now what do we do?”
— Ton Teerling – Global Consumer Science Manager – Syngenta Seeds