Churn rate
reduced by 50 %.

Electricity is a difficult product: It comes out of the socket, is an integral part of everyday life, always performs the same function, and is sold based on only two factors: price and origin ("green electricity"). Energy suppliers therefore face fierce competition and have little opportunity to clearly differentiate their products from the competition.

Customers are quick to switch as soon as they find a better price elsewhere. The energy supplier EWE faced the challenge of reducing its cancellation rates, securing its customer base, and expanding its business with new customers wherever possible.

With ZuhauseSchutz, Mehrwerk developed a Life Protection value-added solution that combined various micro-insurance policies, thus creating a stress-relieving, all-round, worry-free package for EWE electricity customers.

ZuhauseSchutz encompassed a variety of household-related services, from locksmiths and drain cleaning to PC data recovery and plumbing and installation services. Also included: an all-in-one extended warranty for all household and electrical appliances.

This value-added offering was extensively promoted: via the website, OOH, radio, TV, regional online campaigns, inbound and outbound customer service, and direct marketing measures.

Cancellation rate: halved in one fell swoop. The energy supplier EWE was able to reduce churn among customers with activated value-added packages by 50% compared to the reference group. Over 10% of the targeted customer base activated the product – and the company can now look back on 10,000 successfully processed Home Protection cases with positive customer experiences.