CUSTOMER DATA STRATEGY

Creating greater value for EDF Energy and its customers by helping it make better use of its data and capabilities.

Context

EDF Energy has put customer centricity at the heart of its vision for the future. Using the large amounts of customer data they collect in an insightful way to enhance the customer experience is a critical step towards delivering this vision.

Challenge

The challenge for EDF Energy was knowing where to start. Manifesto were tasked with identifying how to better use customer data to proactively inform customer interactions and move away from business-led ways of operating: from volume of campaigns to value from campaigns, from pushing products to customers to marketing driven by customer needs.

Solution

Manifesto aligned stakeholders from around the business to agree the data they need to enable customer-centric decision making. We identified 12 quick win initiatives that EDF Energy could execute with their existing data sets and capabilities as well as 9 further larger initiatives based on best practice that could transform how EDF Energy use customer data and subsequently interact with their customers.

Outcomes

A prioritised delivery roadmap based on customer impact, commercial value and ease of delivery, to transform how data is used and create value for both EDF Energy and its customers.

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