Energia CX Map
The Energia Group have invested over €1 billion in the energy market across the island of Ireland. Focusing on our core segments: Renewables, Flexible Generation and Customer Solutions to remain a strong force for positive change in the energy industry via the provision of intelligent renewable energy solutions for everyday use.
The Challenge
The Energia team wanted to take their understanding of the customer journey challenges to the next level as the internal team often changed features on the website and digital presence haphazardly and without the carful considerations the company leadership felt was needed.
Energia goals were to:
1. Identify and strategically plan 'big win' opportunities.
2. Gain a view of the full customer life cycle.
3. Represent the customer challenges, pain points and emotional state throughout the journey.
4. Gain buy-in at board level for project investment over the next 5 years.
5. Have an easy to understand referenceable planning asset to be used at all team levels.
The Solution
Leading the CX team at Made to Engage, we had joined forces with New Era in 2019 with the focus on a holistic customer-focused programme of work to increase conversion rates and customer engagement.
Stakeholder Consultations
Understand current perceptions & future ambitions across faculties & departments.
User Interviews
Conversations with real customers & third parties with influence or vested interest in website.
Internal team interviews
Consolidate understanding of influencing teams including; customer service, engineering, re-sales & retention.
Desk Research
Consolidation and review of competitor landscape.
Full Customer Life Cycle Map
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Slim Reference
The Results
Outputs
Full CX map showing:
1. Common steps / touchpoints from the users point of view.
2. Emotional journey: The generalised emotional state.
3. Goals: What insights or goals users are trying to achieve.
4. Pain points: Where do users have trouble?
5. Moments of particular importance to the user
6. Opportunities: Projects or initiatives that are candidates for investment.
Board buy-in and budget planned over the following 2 years.
Single team view and alignment
Wall-walk reference artefacts created
"We're extremely happy with the work. Each team tends to only know their part of the process and has a limited view. Now we've got something that not only shows how it's all put together and lets us plan effectively, but we can start using this to quickly onboard new members of the team soon."
Ross O'Mullane
Head of Digital, Energia Group
