E.ON’s retail energy business had identified that customer churn levels were higher than expected, signalling that service delivery was not consistently meeting customer needs. While price competitiveness was always a factor in the energy sector, E.ON recognised that service experience played a critical role in retention and loyalty. To reduce churn and strengthen long-term relationships, E.ON needed to uncover the specific pain points within the customer journey and implement targeted, actionable improvements.
Skopos deployed a multi-stage research programme combining executive, customer, and market perspectives:
This layered approach provided a 360° view of the customer journey, from on-boarding to servicing, billing, and problem resolution, while also aligning customer needs with internal operational realities.
The findings highlighted a series of critical pain points — the “red alerts” — that had a direct influence on churn. With these insights, E.ON was able to:
As a result, E.ON not only reduced churn but also strengthened customer satisfaction and advocacy, embedding a service-focused culture that supported both customer loyalty and commercial growth.
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