Nurturing Relationships at Every Step of the Customer Journey

October 11, 2023 | Blog

Apogee’s Chief Operating Officer, Jim Malcom, presented the essentials and rewards of nurturing the customer connection at Chartwell’s 2023 Energy Marketing and Customer Service (EMACS) conference recently held in Phoenix, AZ. Building customer relationships sets the stage for energy companies to foster trust, increase awareness of programs and services, and improve the customer journey through engagement. Malcom revealed how utilities can reap the benefits of increased customer satisfaction, improved staff productivity, and to effectively meet goals by leveraging automated marketing with strategic communications at critical touchpoints throughout the customer journey.

How does it work?

Successful nurture marketing strategies include understanding the audience, segmenting customers based on their interests and behavior, and providing relevant content.

In its simplest terms, it is about providing the right message to the right customers at the right time.

Utilities are seeing success by:

  • Using marketing automation tools to personalize and automate communication.
  • Providing valuable and relevant information offered through multiple channels.
  • Messaging with easy-to-understand terminology focusing on customer benefits.
  • Deploying ongoing touchpoints from onboarding throughout the relationship.

Jim Malcom shared, “Building strong relationships with customers through nurturing helps utilities reap rewards beyond increased customer satisfaction.” He continued, “The cost of acquiring a program participant can be considerable by keeping the customer engaged with relevant messaging, making them aware of their energy savings progress for example, will encourage continued participation and the potential for additional program participation.”

Proven Results:

  • 95%+ of recipients responding that the provided information was useful
  • 90%+ of recipients stating that the messaging answered their usage questions
  • 15% high bill call deflection.
  • Sustained engagement rates with unique CTR of 15-20%
  • 10% uplift in new customer program participation

Join Apogee’s COO, Jim Malcom, on Oct. 31st at 2:00 PM Eastern for a 30-minute webinar to learn more about nurturing customer relationships with personalized automated marketing tools. Register Today.

Utility Case Studies:

ComEd Chartwell’s Gold Best Practices Award – Video Communications

Jones Onslow Onboarding Strategy


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