PROJECT BACKGROUND
SAENA aimed to create customer group profiles in order to gain a deeper understanding of its customers’ needs, goals, pain points, and challenges with regard to energy and climate protection issues. As part of this assignment, specific marketing and communication measures were to be derived, and existing SAENA offers were further developed that contributed to SAENA’s corporate goals or were of great importance to SAENA as part of third-party funded projects (Efficient Mobility project). By implementing the measures identified, customer satisfaction was increased, customer loyalty strengthened, and SAENA’s reputation was further enhanced. In addition, the use of resources was conserved by developing targeted offers for each customer group or by using marketing campaigns across customer groups.
TASKS
The focus of this assignment involved Arepo creating detailed customer group profiles for five defined target groups. Based on this, recommendations for targeted marketing and communication measures were derived. In addition, recommendations for the further development of SAENA’s existing offers and new product developments were given. The customer profiles and measures developed ensured that SAENA could address its target groups precisely and in line with their needs.