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Improvement for Our Customers

 
Objectives Actions carried out in 2016 Future objectives
Diversification and enrichment of the customer loyalty program, through new anti-churn and customer caring campaigns, increasing customer retention and the in-depth knowledge of the customers in order to program targeted actions and modulated offers for specific customer segments • Caring campaigns aimed at specific targets with the involvement of around 600,000 customers
• Simplification and streamlining of the portfolio of commercial offers for the domestic and non-domestic market: launch of “Iren Tua Luce e Gas” offers for customers who sign contracts in branch, “Iren 10 per Tre Luce e Gas” and “Iren Che Spettacolo Luce e Gas”, the result of a co-marketing agreement with Sky
• Consolidation of the Iren Mercato customer base through an extensive loyalty and retention strategy carried out through caring campaigns directed at specific targets and the further development of the Club Iren Mercato loyalty programme. There will be two main contact channels used to manage these caring campaigns, depending on the specific features of the intended target: telephone channel (outbound campaigns, SMS), to reach approximately 80% of the intended customer base for loyalty and retention initiatives; digital channel (e-mail newsletter, website) aimed at more "smart" customers. The estimated total number of customers involved in the caring campaigns and the promotional programme of 2017 amounts to approximately 820,000 people
Increase the visibility of Iren Mercato and the services offered (brand awareness) through the realisation of new co-marketing projects, partnerships and agreements with national partners • Extension of the portfolio of offers for the supply of electricity and natural gas for domestic customers, which can be subscribed to on-line by sending a specific request form • Maintenance and strengthening of its dominant position in historic areas, in close contact with the local community, also by organising events in collaboration with the main local cultural institutions and associations
• Increase in their commercial presence in the identified development areas, where brand awareness and the perception of the brand's value must be reinforced and make a strong commercial position possible. This objective will be made possible also thanks to the new communications commitment for brand positioning and its link with innovation and new downstream topics
• Update of the corporate website with the aim of guaranteeing improvement in the e-commerce section and the company/customer interaction tools, as well as greater content usability through intuitive navigation and new system functions. Additional objectives include a complete overhaul of the graphics and language with a view to better communicability
Definition of further offers with innovative services for energy savings and energy efficiency together with campaigns of awareness and education of the customer on energy savings • Launch of the Iren LED offer, which envisages the sale of a low-energy LED light bulbs kit (kit with 12 pieces) to customers with an Iren Mercato contract for the supply of electricity on the free market • Development of the "new downstream" project with the consolidation of extra commodity proposals, both in historic areas and development areas. After the initial testing phases that began in 2016, the activity will focus, in particular, on launching offers combined with new extra commodity products. The primary objective will involve establishing the role of Iren Mercato as the extra commodity supplier of value added services, moving from being seen as the supplier of the sole electricity and gas service, with the subsequent brand positioning related to innovation
Increase the potential of the App ClickIren, by increasing the number and types of operations available with the consequent higher number of registrations • New release of the ClickIren App with new graphic and function solutions. These include the option of multiple associations between a single account and various contractual positions and the option of delegating one or more contractual positions to another account, with view-only access of the contract details and bills. A new version of the Windows platform was also released  
Increase of the subscription to the digital bill service during the activation stage of new contracts • Continuation and intensification of the Bolletta Facile campaign in order to promote choosing the digital bill and the concurrent waiving of the paper bill, within the context of raising customer awareness relevant to the protection of the environment and new forms of savings  
Development of initiatives and instruments available to the customers to make a direct and constant control of their consumption possible, the possibility to make informed choices, adopt sustainable behaviour and rationalise their consumption • Launch of the electricity bundle offers “Iren Casa Smart Luce” and “Iren Casa Smart Luce Plus”, paired with the sale of a device, made by Acotel Net, for the remote monitoring of electricity consumption. The marketed device (MEM) is made by Acotel Net and represents a ready-to-use solution that is easy to install on the electricity meter. The use of MEM allows for wastage to be identified, consumption habits to be improved in order to save on the bill and any defects to be identified in a timely manner. An important series of promotional events to support the sales campaign were carried out, with the first phase focused on the area of Turin • Development of the "new downstream" project with the consolidation of extra commodity proposals, both in historic areas and development areas. After the initial testing phases that began in 2016, the activity will focus, in particular, on launching offers combined with new extra commodity products. The primary objective will involve establishing the role of Iren Mercato as the extra commodity supplier of value added services, moving from being seen as the supplier of the sole electricity and gas service, with the subsequent brand positioning related to innovation
Increase of the number of customers subscribed to the loyalty program Club Iren Mercato and re-qualification of the customer profile from the basic level to the premium level • Loyalty Base and Loyalty Top push campaigns for customers on the free market that are not currently subscribed and for dual customers already subscribed to Club Iren Mercato respectively