Energy & Utilities

Company Profile

  • €2bn annual revenue
  • Germany-based multi-utility company providing electricity, natural gas, water and heat
  • Supplies about one million people

Situation and Objectives

  • Stabilize or lower increasing churn rates in power and gas segments
  • Develop new product portfolio to protect margin
  • Optimize price positioning/pricing



  • Evaluated customer segments and their buying needs based on mixed method market research approach
  • Created a need-based product offering including price positioning of tariffs and services based on extensive market research on take-up, migration, and churn rates
  • Designed a business case for new product portfolio
  • Developed an implementation roadmap


  • Churn significantly decreased
  • Margins stabilized