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DATA – HOW VATTENFALL INCREASED ITS CONVERSION RATE BY 25% [THE NEST BY WEBHELP: WORKSHOP NO. 4]

The 4th workshop organised by The Nest by Webhelp, the customer experience accelerator for startups, took place in March 2019. It hosted several startups and some key observers, including Vanessa Girard, the head of digital for France at Vattenfall Energies*, and Matthieu Caron, head of customer insight and data analytics at Gobeyond, Webhelp’s customer experience consulting business.

Vattenfall Energies S.A. is the French subsidiary of the Swedish energy giant Vattenfall. Vattenfall has been an energy producer and supplier in Europe for over 100 years and is based in Sweden, Germany, the Netherlands, Denmark, the United Kingdom, Finland and France.  In Europe the company has more than 11 million customers and 20,000 employees. In France the B2C activity was launched on 1 October 2018

“Data has become the crux of the matter: I am passionate about the topic. Startups, both large and small, can quickly find themselves having to handle large volumes of data. Hence the challenge of using it well to boost sales, on the one hand, and then using it to one’s advantage to make customers happy and loyal, on the other,” says Stéphane Rebert, director of The Nest by Webhelp’s customer experience accelerator, at the opening of this 4th workshop.

Like previous workshops, the March workshop provided an opportunity for startups to interact with each other. As a testament to its use of data, The Nest by Webhelp invited Vanessa Girard, Vattenfall’s head of digital for France.

“We had 9 months to launch our B2C business with a workforce of about ten people in startup mode,” Vanessa Girard said, before sharing 3 cases of data usage.

 

Case no. 1: How can I improve the funnel conversion rate and user experience at the “My Quote” stage?

At the start of its activity, the Vattenfall France funnel was characterised by a fairly high loss rate during the first weeks of activity. Quantitative data showed that one of the stages, the quote, was problematic. This information was cross-referenced with qualitative data from chats and from reviews obtained online.

“I also made calls to people who had ‘dropped out’, which was very enlightening,” explains Vanessa Girard. In particular, we found that the monthly price as displayed did not always seem fair to the user. So we introduced the ability to adjust the monthly price yourself to maximise sales and improve user experience. This improved our conversion rate by 25%. ”

 

Case no. 2: How can mobile conversion be improved?

“During the TV campaigns we found that more than 60% of visits were made on smartphones, while 75% of subscriptions were made on desktops,” stressed Vanessa Girard. In the case of smartphone users during advertising breaks, data and behavioural analysis showed users were lost when the TV programme resumed. Hence the idea of adding the possibility of saving an incomplete subscription which could be resumed later. A tracked link is sent by email, to allow them to complete the subscription on a desktop. This solution is being implemented.”

 

Case no. 3: TV Ad Waves: how can you drive more sales while maintaining a good user experience?

Initially it was not easy during TV ad campaigns to predict the number of calls to the call centre or the numbers who would visit the website. “Analysis of the data concerning the impact of TV campaigns on calls to the call centre and visits to the website in the first 3 waves allowed us to improve our results each time,” Vanessa Girard concluded before delivering her 3 tips to startups:

  • Continuously process and analyse your data, even if you do not have a great volume,
  • reconcile or combine quantitative and qualitative analyses,
  • call people who have ‘dropped out’ to get a clear idea of the problems they encountered.

 

Data: key figures to remember

Opening his presentation, Matthieu Caron, head of customer insight and data analytics at Go Beyond, highlighted some figures:

  • 90% of companies regard the enhancement and effective use of their customer data as a major challenge for their performance (Opinion Way Study – 2018).
  • 30% of companies will use prescriptive analytics (scoring, predictive model, etc.) in 2020 to improve their performance (Gartner Study – 2017).
  • 92% of French consumers are prepared for brands to use their data to improve their processes and personalise their offers (BCG Study – 2018).
  • 62% of French consumers believe that brands are not transparent about the use of their data (BCG Study – 2018).

Matthieu Caron then presented cases of using data (for a detailed presentation: Matthieu Caron) and answered questions from the audience.

His conclusion was in the form of an encouragement to startups: “data is first and foremost common sense and not necessarily such hard work!”