CASE STUDY: NUON

How utilities leader Nuon powered customer retention & contract value

This national energy company switched their strategy from channel-vision to one-to-one personalization at scale, using the Relay42 Platform. Learn how they orchestrated individual customer journeys to around 3 million customers in real time, increased sales volumes and decreased churn rate.

+12%

Click-through rate

+3%

Conversion rate

+4.2%

Average contract value

The Challenge

ON THE BRINK OF CHANGE

To increase relevancy through personalized outreach, Nuon had been using the Relay42 Platform since 2013 to efficiently connect their systems and channels – from their website and search and display, to CRM data, affiliate and social. But they were also on the verge of changing their core online activities.

Because it was a flexible, scalable solution for dynamic website personalization, Nuon selected Relay42 to efficiently address three key challenges: seamless technical integrations, increased efficiency in bringing offers to market, and a smarter paid media bidding strategy.

The Solution

A connected content framework

For this challenge, Nuon chose to connect its proprietary CMS (EPiServer) and Display advertising (DoubleClick) with the Relay42 Platform, alongside search (AdWords) and web analytics (Adobe Analytics). This combination allowed for a flexible and scalable solution to serve dynamic website creatives to the right prospect at the right time, to really bring personalization to life.

Having already integrated the Relay42 Platform with their CRM system, Nuon could now bridge their website and best-of-breed analytics tools with their broader marketing ecosystem. Nuon could serve relevant content and creatives across their multiple subdomains and modules on an individual level.

When a contract expires, we don’t wait until it’s too late, but proactively offer a new contract. We then focus our resources on making a conversion happen, regardless of which channel the customer uses.

Rob van den BergSr. Online Marketer

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Connecting online & offline: the marketer's manual

Here’s how marketers can connect with customers wherever they are, using smart data management. These aren't visions for 2020, but attainable right now.

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