PROJECT BACKGROUND
SAENA intends 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 are to be derived and existing SAENA offers are to be further developed that contribute to SAENA’s corporate goals or are of great importance to SAENA as part of third-party funded projects (Efficient Mobility project). By implementing the measures identified, customer satisfaction is to be increased, customer loyalty strengthened and SAENA’s reputation further enhanced. In addition, the use of resources is to be conserved by developing targeted offers for each customer group or by using marketing campaigns across customer groups.
TASKS
The focus of this assignment involves Arepo creating detailed customer group profiles for five defined target groups. Based on this, recommendations for targeted marketing and communication measures are derived. In addition, recommendations for the further development of SAENA’s existing offers and for new product developments are given. The customer profiles and measures developed are intended to ensure that SAENA can address its target groups precisely and in line with their needs.