Type of project: Behavioural Loyalty Program
Tools: Customer Data Platform
Objectives: #ChurnPrevention #Cross-selling #Retention
Edison is Europe’s oldest company in the energy sector and a leading energy company in both Italy and Europe. The brand’s objective is to create a unique place in which to fully involve its customers by placing them at the centre of the Edison world. The brand also wants to change the paradigm according to which the relationship utility companies have with their customers is primarily for occasions that are perceived as “negative”, i.e. receiving a bill.
EdisonVille is a virtual world totally based on a gamification strategy that fully involves customers and rewards them for the simple fact of being an Edison customer. The programme is integrated into the myedison app and allows a full multichannel approach. Within the programme, users are encouraged to interact with the brand through a number of different missions, which may be value-based, edutainment or transactional, and where they can purchase specific Edison services. The project, based on a system of widespread rewards, depends on the user’s continuous engagement to stimulate retention and churn prevention. The project is based on the Customer Data Platform WEKIT, which can map in real time both user interactions within EdisonVille and reactions to the stimuli proposed by the brand. The CDP returns clusters enriched with behavioural information, which is useful for targeted communications aimed at building a value-based relationship over time and anticipating consumers’ needs and expectations.