Transforming Eneco’s CRM and Marketing Automation: A Seven-Year Success Story

Challenge

The sales and mar­ket­ing oper­a­tions team of Eneco want­ed to increase their data cap­tur­ing and pro­cess­ing pos­si­bil­i­ties. Enhanc­ing cus­tomer engage­ment and advanc­ing mar­ket­ing automa­tion were their top pri­or­i­ties. Their exist­ing CRM sys­tem was lim­it­ing their progress.

The inter­nal mar­ket­ing team also strug­gled to man­age com­plex cam­paigns effi­cient­ly. The man­u­al work­load restrict­ed their abil­i­ty to focus on strate­gic ini­tia­tives and cam­paign opti­mi­sa­tion. Addi­tion­al­ly, con­vinc­ing inter­nal stake­hold­ers for new data and strate­gies added anoth­er lay­er of com­plex­i­ty. Fac­ing these chal­lenges, Eneco need­ed a part­ner they could trust.

Solutions

Eneco start­ed to tran­si­tion from their out­dat­ed CRM to Ora­cle Siebel, cre­at­ing a sol­id foun­da­tion for fur­ther improve­ments. Build­ing on Siebel’s capa­bil­i­ties, we then intro­duced Ora­cle Elo­qua as their new mar­ket­ing automa­tion tool, enabling Eneco to trans­form cus­tomer data into tai­lored, per­son­alised cam­paigns that dri­ve high­er cus­tomer engage­ment and retention.

Our tech­ni­cal mar­ket­ing automa­tion spe­cial­ists, mar­ket­ing strate­gists, and a ded­i­cat­ed project man­ag­er worked close­ly with Eneco’s mar­ket­ing team to design and launch impact­ful cam­paigns, from newslet­ters to pro­mo­tion­al offers and cus­tomer reten­tion ini­tia­tives. With quick­er report­ing feed­back from Elo­qua, Eneco can now refine and opti­mize cam­paigns faster than ever. This improved effi­cien­cy allows them to spend more time on cam­paign strat­e­gy and inno­va­tion rather than oper­a­tional tasks. Togeth­er, we con­tin­u­ous­ly opti­mise their cam­paigns, allow­ing us to refine and improve out­comes dynamically.

More­over, with the increased capa­bil­i­ties of Elo­qua, Eneco was able to explore out-of-the-box projects that were pre­vi­ous­ly chal­leng­ing to exe­cute. These include:

• Col­lab­o­ra­tions with Streamz, offer­ing tai­lored mar­ket­ing efforts for dig­i­tal con­tent partnerships.
• Advance increase appli­ca­tion, lever­ag­ing data-dri­ven automa­tion to opti­mise pro­mo­tion­al strategies.
• Dig­i­tal­i­sa­tion of meter read­ing dur­ing moves, stream­lin­ing cus­tomer onboard­ing and reduc­ing fric­tion points

Implementation

With the new CRM in place, we car­ried out the mar­ket­ing automa­tion imple­men­ta­tion by inte­grat­ing Ora­cle Elo­qua, a new mar­ket­ing tool for Eneco that stream­lines cam­paign man­age­ment and lead nur­tur­ing. Our mar­ket­ing automa­tion spe­cial­ists auto­mat­ed pre­vi­ous­ly man­u­al inter­ac­tions, enhanc­ing the effi­cien­cy and tar­get­ing of Eneco’s mar­ket­ing campaigns.

Nat­u­ral­ly, it was impor­tant for their mar­ket­ing team to ful­ly lever­age these new capa­bil­i­ties. We pro­vide ongo­ing, hands-on prac­ti­cal train­ing cov­er­ing both basic and advanced func­tion­al­i­ties, help­ing the team build the skills need­ed to opti­mise cam­paigns effec­tive­ly using the Elo­qua mar­ket­ing automa­tion tool.

Results

Our col­lab­o­ra­tion with Eneco has already dri­ven a remark­able trans­for­ma­tion in their cus­tomer engage­ment and oper­a­tional effi­cien­cy. Our auto­mat­ed and per­son­alised com­mu­ni­ca­tions result in:

• Sig­nif­i­cant­ly high­er cus­tomer sat­is­fac­tion and interaction.
• More time to opti­mise cam­paigns, ensur­ing bet­ter tar­get­ing and high­er impact.
• Quick­er feed­back loops via real-time Elo­qua report­ing, allow­ing for agile adjust­ments.

With the imple­men­ta­tion of the Elo­qua mar­ket­ing automa­tion tool, we stream­line process­es, reduce man­u­al work­load and opti­mise cam­paigns. These oper­a­tional improve­ments enhance our mar­ket­ing efforts, result­ing in suc­cess­ful cam­paigns with high­er engage­ment and reten­tion rates.

Conclusion

The com­bi­na­tion of these fac­tors –along with reg­u­lar advi­so­ry board reviews and con­tin­u­ous sup­port– ensure that Eneco can sus­tain and build on these improve­ments in the long term. With Hype­r­i­on by their side as a ded­i­cat­ed part­ner, Eneco is ful­ly equipped to deliv­er an excep­tion­al cus­tomer expe­ri­ence and stay ahead in a dynam­ic market.