CRM and DXP platform

The context

For energy suppliers, the center of gravity shifted from supply to service provision, with digital channels serving as the main artery for sales, service, and customer retention. Eneco launched a multi-year program to implement this transformation across the entire organization: a new platform, a new data foundation, and new working methods. The question was not only technical (“which platform”), but primarily organizational: how do you get the business moving, how do you build something that is adopted after going live, and how do you prevent a large program from collapsing under its own complexity?.

The approach

We were line manager for the digital domain as well as business owner within the transformation program. That dual role provided both mandate and responsibility: safeguarding the business case, validating the rollout side, and aligning with the operational reality of a team that had to both keep the existing infrastructure running and put the new into production.

• Business ownership for the implementation of the digital experience platform (DXP), from scope, prioritization, and architectural choices to go-live and adoption.
• Business ownership for the implementation of Microsoft Dynamics as the marketing automation foundation, with data model, segmentation, and campaign orchestration
• Business acceptance for the delivery of the design system that enables a consistent customer experience across channels
• Merger of the digital teams of Eneco and Oxxio into one digital organization, with attention to culture, expertise, and operational rhythm
• Realization of the first chatbot solutions, as a prelude to automated customer interaction
• Stakeholder management between IT, business, marketing, and customer service, with the Executive Board and steering committee as the escalation level.
• Operational leadership for the ongoing customer channel alongside the program rollout, so that the store remains open during the renovation.

What it yielded

Eneco has a digital experience platform, a marketing automation foundation, and a design system that together form the basis for the future customer relationship. This combination made it possible to give digital channels greater weight in the commercial mix, resulting in a noticeable shift in the ratio between online and offline sales and an improvement in the perceived customer experience. More important than the technology: there is a digital organization formed by merging two existing teams, with shared expertise, a shared toolchain, and a working method that has continued to evolve even after our involvement.