The Challenge of Customer Retention
For any utility company focused on data-driven marketing, keeping the customer churn rate as low as possible is a constant challenge. Competitors are only a click away, and customers expect fast, personalised service. To meet these demands, teams need a clear strategy supported by strong data and analytics.
At one of our utility clients, the marketing and business intelligence (BI) teams worked together to launch a project focused on customer retention. Their goal was simple: use data to deliver timely, relevant promotions that improve customer experience and strengthen customer relationships.
A Strong BI Foundation
Stellar had already laid the groundwork with a scalable BI system. This system was designed to expand easily and integrate new subject areas. Building on this strong foundation, the Stellar team then connected additional data from marketing, creating a cloud-based dataset for daily promotional communications.
Turning Data into Action
Here’s how turning data into action works:
- Every day, new opportunities flow from Salesforce into the Oracle data warehouse.
- The data is enriched with customer information, such as account details and plan preferences.
- Using this insight, the marketing team sends personalised promotions by email or post.
As a result, customers receive updates that are relevant to their needs, increasing engagement, and reducing churn.
The Value of Historic Data
The data warehouse also acts as a complete record of past campaigns and processed prospects. This historic data makes it possible to:
- Track which promotions resonate most with customers.
- Spot trends in customer behaviour.
- Refine future campaigns based on evidence, not guesswork.
Why Partnerships Matter
Strong partnerships create long-term success and this project highlights just that. Stellar was involved in the data and analytics roadmap from the very beginning, which means the systems are robust, flexible, and ready to grow. They continue to adapt quickly to new business needs and marketing ideas.
If you’d like to explore how Stellar can help your organisation turn data into stronger customer engagement and measurable business outcomes, get in touch!
