Direct Energie’s byword? The customer. Its approach? Improving rapidity, simplicity and relevancy to provide a high-quality customer experience. We asked Matthieu Tanguy – previously Head of Digital and Marketing, and now General Manager at Total Direct Energie – five questions about the energy provider’s omnichannel strategy.
Customer experience is something of an obsession at Direct Energie and with very good reason. To encourage customers to switch from what they have always known i.e. EDF for electricity and Engie for gas, we must be able to offer them something much better. And it’s not just about price. Especially as customers think it is really complicated to switch providers. In fact, it only takes nine minutes according to Google Analytics. The switch, which is a paperless process, happens 24 to 48 hours later.
If you are interesting in providing a positive customer experience then you have to take an omnichannel approach. While it is a source of opportunities, the omnichannel approach also creates constraints. Optimising any given channel in a unique customer journey is complicated. Optimising several channels is challenging to say the least. So, we considered the matter from another viewpoint to see how the various channels could help us improve and simplify the consumer journey.
In our omnichannel approach, I can think of three examples of how we improved the customer journey:
At Direct Energie, we now trigger media campaigns based on signals from omnichannels; we have moved away from measurement to activating measurement.
In the past, our digital media campaigns were based on the online conversion rate. Two years ago, we began basing our campaigns on online and click-to-call conversions. However, this wasn’t enough especially in the professional segment. We then decided to test the Freespee dynamic tracking tool. It generates numbers on the fly and allocates a sale to a phone number based on an email, a transaction or an advertisement. We plan to generalise this approach, which we first tested in the professional segment,
We also trialled the beta version of Google Store Sales Direct to reconcile online investments with offline sales, and create a veritable omnichannel return on investment.
We have a lot of faith in the messaging channel, which combines the best of chat and the best of email. This is why we have added a messaging solution to our app and have developed Messenger bots. It is a natively mobile channel, which can be easily ‘augmented’ with artificial intelligence.
We also believe in the benefits of artificial intelligence (AI) and are studying two areas: