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\ Case Study

A2A Energia’s Ghost and Non-Ghost Loyalty

Enhancing relationships through an "invisible" strategy

Other:

A2A Energia

Project:

Ghost and non-ghost Loyalty

Project Type:

CVM

Goals:

Churn prevention, Digitisation of the customer base, Retention
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Brief

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.

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Challenge

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.

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Solution

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.

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I risultati

20%

USER ENGAGEMENT

Weekly Customer Base Engagement

+20%

DIGITALIZATION

Increase in App Downloads since the launch of A2A Smile

-1,5%

CHURN

Reduction in early churn rate

\ WEKIT

Microservice used
Referral
Expand your customer base with invitation codes and collect the input of those invited in full confidentiality to test their likelihood of referral.
QR codes, unique codes, keywords
Generate unique codes to connect the physical and digital worlds and to map users on non-integrable systems. An example? Codes in packs!
Welcome bonuses
Give back value to users from the first moment of contact: a welcome to make them feel they are the focus of the brand's attention.
Instant win
A simple and rapid solution for lead generation: reach as many people as possible with a prize draw that rewards the audience at random.
Bonuses
Reward user interaction! Offer bonus points if users perform a certain action of value in addition to those already in the touchpoint.
External events
Map each traceable event and connect microservices to existing actions on external touchpoints or to solutions developed ad hoc through an API.
Missions
Unlike badges, missions are time limited. Users can be challenged to perform one or more actions within a short period of time.
Final draw
Asynchronously reward users’ online or offline actions through a final draw between a defined number of eligible people.
Customer care retention tool
A tool available to Customer Care to send benefits (in points, coupons, gift cards) to certain profiles of users participating in the program.
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