The outlook looked bleak. EDF Energy’s supply business was losing almost £200m/year and shrinking in the face of fierce competition, 6th place in market share. Suppliers were undifferentiated and distrusted, seen as a bunch of 'bad guys', only in it for themselves. EDF was industry-focused, and 'Marketing' had been seen purely as a communications function - 'doing the colouring in'. They needed a new approach.
The objective
To turn around the business and deliver profitable growth, while rebuilding customer engagement and trust.
What EDF delivered
- Profit Improvement.
- Market Share Growth: From declining customer numbers to 13% growth of their customer base, while incumbent competitors were losing customers to new entrants.
- Customer Engagement: From bottom to top of the league tables, with gains across Brand Equity, Trust, CSAT and Net Promoter Score.
EDF achieved this by
- Creating a winning “Customer Love” brand strategy grounded in robust consumer & business understanding, with strong company buy-in.
- Executing their strategy holistically with “Feel Better Energy” consistently across the mix: Product, Price, Promotion, Place, People.
To register your interest or to find out how to enter the next Excellence Awards visit our Awards site.
Login to download the full case study below:
(Please note: parts of this case study may have been redacted for confidentiality purposes.)
Newsletter
Enjoy this? Get more.
Our monthly newsletter, The Edit, curates the very best of our latest content including articles, podcasts, video.
Become a member
Not a member yet?
Now it's time for you and your team to get involved. Get access to world-class events, exclusive publications, professional development, partner discounts and the chance to grow your network.