A2A Energia is the subsidiary of the A2A Group—the Italian "Life Company" active in the energy, water, and environment sectors. The company chose to adopt an innovative approach toward residential customers through an ambitious Customer Value Management project built on multiple customer journeys to enhance every stage of the customer lifecycle. A2A Energia turned to Advice Group with a clear goal: to engage and retain its customer base by adding value at every stage, reducing churn risk, and digitalizing its users through a data-driven, personalized approach. This strategy is designed to adapt to the customer base's needs over time, transforming the brand relationship into a fluid and value-driven journey.

In the energy sector, customer loyalty is frequently tested by competitive offers and increasingly simple, immediate provider switching. Therefore, A2A Energia needed to:

• Intercept customers at key moments of their lifecycle, providing personalized stimuli to reduce the churn rate.

• Create an engagement ecosystem that is compelling, useful, and accessible across multiple channels.

• Enhance the relationship over time, ensuring an increasingly personalized experience based on users' actual preferences.

To meet these challenges, A2A Energia developed an evolved customer value management project based on a "ghost loyalty" strategy. This approach does not require explicit program registration but instead adds value to every stage of the relationship through personalized customer journeys.

Thanks to advanced data mapping, the project intercepts customers based on their behaviors and preferences, triggering targeted communications at the most relevant moments of their lifecycle. The initiative further evolved with the launch of A2A Smile, a "non-ghost" loyalty program designed to return value to customers through continuous interactions, engaging them weekly.

A2A Smile represents a true walled garden for A2A Energia: a proprietary digital environment integrated into the brand’s app. Within this space, A2A can engage in a direct dialogue with customers, offering a personalized path focused on educational themes such as sustainability, energy saving, e-mobility, and green living.