A lightning challenge
| Client | Naturgy |
| Where | Spain |
| What | Energy & Commodities |
| When | 2021-2022 |
We multiplied annual sales by 3 times --- Reduced SME operating expenses from €1.5M to 0 ---- Obtained nearly 2M retargeting leads in less than a year ---- Reduced average customer service time from 5 minutes to less than one minute
01
THE CHALLENGE
Renewing efficiency in record time
Naturgy, a leading electricity provider in Spain, has lost market share for 7 years. We identified an inadequate communication strategy and a slow contracting process with 17 different channels.
We proposed a single, agile and efficient contracting channel for all company segments in less than 9 months, committing to develop an MVP in the first 3 months. A challenge executed in record time.
02
THE SOLUTION
A fast and unified process
We created a unified sales channel that simplified the contracting process, reducing the time to less than 1 minute. This channel not only adapts to each customer's circumstances, but also provides real-time information on their status. We provided an enterprise solution that our technology team implemented quickly and with guarantees.
Dizzying numbers
We merged 17 contracting channels into a single front end and simplified the process to seven steps. Although Naturgy had the idea of engaging about 2,000 agents on their platform, in just three months they had reached 10,000. The platform was so effective that sales tripled, while operating costs were reduced by 2.5 million euros.
TIMELINE
2021
2021
2021
2021
We thoroughly explored Naturgy's various sales channels to understand their characteristics and devise a way to integrate them into a single one.
We started by creating an MVP with the main functionalities that the future platform was going to have in order to test how exactly users were going to behave with it.
We developed a new sales process with seven clear steps for users to go through and receive the signed contract in a simpler and faster way.
We launched the final application that unifies Naturgy's sales channels on a single platform. The success was extraordinary, quickly exceeding expectations in terms of users and achieving a significant reduction in operating costs.
We increased from 2 agencies with 240 agents to 34 with +15,000 agents. We reduced service time from 5 min to less than 1. This change encompassed the entire sales process up to backend management.
CONCLUSION
Integration and flexibility, the recipe for success
THE RESULT
We designed and built an application capable of integrating 17 different sales channels and a front end that allowed to contract in a simple way all Naturgy products and services. This application can be used by customers, partners or agents, showing a common catalog for all, but with the ability to filter offers and discounts individually.
85%
fewer rejections
During the procurement process.
2,5
million saved
In operating expenses.
2 M
of leads
For retargeting.
35
times more
Daily orders processed.
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