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The Background
Company: Nordic Energy Company
Industry: Electricity provider
As a major player in Northern Europe’s energy sector, the Nordic energy provider delivers electricity and sustainable energy solutions to millions of homes. Beyond simply providing energy, the company is dedicated to ensuring that customers rely on them across multiple properties - from primary residences to summer homes.
To achieve this, they focus on comprehensive customer relationships, encouraging customers to make them their primary electricity provider across all properties.
To meet these ambitions, the company relies on sophisticated, data-driven communication and systems. This required a robust, scalable platform capable of managing and integrating data across customer segments and facilitating efficient communication.
The company’s ambition to deliver consistent, tailored messages was challenged by fragmented systems and a lack of unified, automated processes - a gap Avidly was poised to fill.
The Challenge
Before the collaboration, the Nordic energy company faced several obstacles in scaling its customer engagement initiatives. Their primary challenges centred on their need for an integrated system that could support automated, targeted communications for customers across various regions and property types.
Initially, their customer data and communication strategies were managed on a localised basis, leading to inefficiencies and inconsistencies in how they engaged with clients.
Additionally, the company’s existing CRM setup was not optimised for the level of automation they desired. They required a holistic, global marketing strategy to enhance customer retention and a unified approach to engaging customers in value-added services - such as enrolling for additional properties.
To achieve this, they needed an expert partner to consolidate their marketing tools, streamline their workflows, and optimise their use of HubSpot for global CRM needs.
The Solution
Avidly transformed the Nordic energy company’s regional CRM approach into a cohesive global framework, enabling seamless and automated customer engagement. Their solution focused on both CRM consolidation and targeted enhancements to streamline communication processes.
Key initiatives included:
- Global CRM integration: Avidly consolidated the company’s regional CRM systems into a single global platform, enabling consistent, scalable customer relationship management across all markets.
- Data integration with industry platforms: By integrating HubSpot with the company’s primary data platform, ENORO, Avidly ensured that customer information was always accurate and up-to-date for targeted communications.
- Automated, trigger-based workflows: Avidly developed tailored workflows within HubSpot to automate key communications.
- Onboarding and retention: Automated messages guide customers based on their engagement level.
- Ongoing maintenance and support: Avidly provided ongoing technical support and feature development, responding to new requests and proactively suggesting improvements, which ensured the CRM platform adapted to the company’s evolving needs.
The Results
Improved operational efficiency through a unified CRM
By consolidating regional CRM systems into a unified global platform, the Nordic energy company achieved substantial improvements in operational efficiency. This global setup streamlined data management and communication, reducing time spent on manual processes and ensuring consistent customer engagement across all regions.
Enhanced customer retention with targeted communication
The implementation of automated, trigger-based workflows enabled the company to engage with customers in a more personalised and timely manner. For example, customers automatically received communications tailored to their lifecycle stages, such as win-back, re-engagement, and anniversary emails. This proactive approach helped reduce customer churn and encouraged multi-property enrollment, as customers were consistently informed about relevant services tailored to their needs.
A strong foundation for future growth
Avidly’s continuous support and development have provided a reliable foundation for future growth. The partnership allowed the company to address issues as they arose, stay responsive to evolving business goals, and maintain a scalable CRM infrastructure capable of supporting new projects and expanding customer needs globally.
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