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Use Case — Energy & Utilities

Customer Retention in the Energy Market.

In just a few days we built the most comprehensive database of customer segments in the energy market — and cleared up false assumptions. Patterns that demographics or usage data would never reveal.

1,000+
Customers surveyed
6
Segments identified
3 Days
Time-to-Insights
"Not price — but trust and transparency are the decisive switching drivers for 62% of customers."
6 Switching Segments

We identified 6 distinct customer segments based on switching behavior.

Segment A~17%
The Loyals
Decades-long loyalty. Only switch after serious service failures. Value stability and personal contact.
Low Switching IntentService-orientedTrust
Segment B~23%
Price Switchers
Regular comparison portal users. Switch at price increases. But: only 34% of all customers are truly price-driven.
Deal-sensitiveComparison PortalsHigh Switching Intent
Segment C~17%
Trust Seekers
Transparency and clear communication are more important than the cheapest price. Explanation increases retention 3x.
TransparencyPredictabilityExplanation
Segment D~14%
Eco-Engaged
Sustainability as a real value driver. 8 out of 10 rate sustainability as genuine added value. Premium-ready.
SustainabilityCommunityPremium-Ready
Segment E~4%
Passive Stayers
Inert, low engagement. Not satisfied, but too passive to switch. Re-activatable with the right triggers.
InertLow EngagementRe-activatable
Segment F~26%
Digital Pragmatists
Self-service first. Want app-based control, digital billing, automation. Highest digital affinity.
Self-ServiceApp-affineAutomation
Key Insights

What we discovered — beyond assumptions.

42%
Have switching potential
Almost half of energy customers are open to switching — but the triggers are different than the industry assumes.
67%
Trust breach as trigger
Two thirds name broken trust as the reason for switching — not price. Unexpected price increases without explanation are the number one driver.
61%
Debunk the bargain hunter myth
The majority of customers do not want a price war. They want fairness, transparency and predictability.
91%
Switch calculatedly
Switching is not emotional — it is a calculated decision. Customers who switch have thought about it for weeks.
Dynamic Tariffs Study

Dynamic tariffs: Who are the early adopters?

We also investigated how energy customers think about dynamic tariffs. The results challenge industry assumptions.

Security needs dominate
Predictability beats flexibility for 58% of customers. Dynamic tariffs meet resistance even when they enable savings — because the perceived risk outweighs the potential gain.
Transparency as prerequisite
Customers who understand their consumption data are 3x more likely to consider dynamic tariffs. Explanation is the key to adoption.
Early Adopters are Digital Pragmatists
Segment F (Digital Pragmatists, ~26%) shows the highest openness to dynamic tariffs — if combined with app-based real-time control and automated optimization.
Conditional acceptance
Customers accept dynamic tariffs under clear conditions: price cap guarantees, transparent real-time dashboards, and the option to switch back at any time.
For Energy Providers

Our data basis — available for your campaigns and retention.

We provide energy providers with segment-level intelligence to develop targeted campaigns and improve retention measures. The data is actionable and integrable.

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