Customer retention for municipal utilities and energy suppliers

End of the initial term or price guarantee of a special contract in ≤ 90 days; monthly handover from the billing system. Variant: customers on the default supply tariff receive an offer for a special contract.

Household customers for electricity and gas; variants by customer value (consumption, number of utilities, length of customer relationship).

1. T−90: email, if permitted, otherwise a letter: “Your price guarantee ends on 31 December – your offer for the next 24 months.”
2. Wait for event “Offer viewed”: 10 days after an email, 14 days after a letter.
3. Landing page: personal consumption, current tariff, renewal offer, green electricity option; renewal in just a few clicks.
4. No response, T−60: one reminder in the same channel.
5. Condition “high customer value” → task for customer advisory; phone call only with consent.
6. Exit: converted (renewed) or completed.

Consumption, utilities (electricity, gas, heat, water, internet), term, customer value, municipal utility brand, regional imagery.

Email only with consent or, if all requirements are met, within the existing-customer exception (Section 7(3) UWG). Prices come from approved building blocks. After the initial term, consumers can generally cancel monthly (Section 309 No. 9 BGB) – the time before the end of the term is what counts.

Micro: offer viewed · Macro (primary): contract renewed.

Renewal rate per customer value segment and channel, cancellations in the segment, time to renewal.

Price change decided; event “Price change notified” from the billing system.

All affected household customers; variants by size of the change and customer value.

1. Day 0: mandatory notice unchanged – for household customers no later than one month before it takes effect, with a reference to the right to cancel (Section 41(5) EnWG).
2. Day 3: personal explanation by email or letter: reasons, new instalment, alternatives (tariff with price guarantee, adjust instalment).
3. Wait for event “Landing page visited”: 7 days; one reminder if there is no visit.
4. Global event “Cancellation received”: exit from the prevention journey. The cancellation confirmation goes out as a mandatory step within one week (Section 41b(1) EnWG) – without advertising.
5. Win-back as a separate journey: one offer before the end of supply, by email only with marketing consent, otherwise by letter. Then exit and re-entry block.

Old/new instalment, consumption, suitable alternative, tone of voice per segment.

The explanation does not obscure the right to cancel. Win-back has a lower priority than the cancellation confirmation. Marketing calls to consumers only with prior express consent (Section 7(2) UWG). For win-back by email, it is best to rely on express consent – the existing-customer exception is narrow. An objection to advertising stops everything immediately.

Micro: explanation read, alternative viewed · Macro (primary): customer stays beyond the effective date; in win-back: new contract.

Cancellation rate after a price adjustment per segment, internal tariff changes instead of cancellation, win-back rate.

Move reported (customer portal, customer service or special cancellation due to change of residence) → event via interface → journey starts immediately.

Household customers with a reported move-out; variant “supply possible at new address” / “not possible”.

1. Day 0: email or letter: “Take your contract with you.” Continuation offer on the existing terms in text form.
2. Wait for event “New address confirmed”: 5 days; otherwise a reminder.
3. Day before move-out: service message by SMS or email: “Please read and report your meter reading.”
4. After move-in: welcome to your new home; offers for further utilities only with marketing consent.
5. Exit: converted (supply at new address confirmed) or left segment.

old and new address, tariff, moving date, municipal utility brand at the new location.

If a household customer cancels due to a change of residence, the special right of cancellation lapses if the supplier offers, in text form within two weeks, to continue supply at the new residence on the existing terms and supply is possible (Section 41b(5) EnWG). The journey sends the offer on the day of the report.

Micro: new address confirmed, meter reading reported · Macro (primary): supply at new address.

Retention rate on moving, time to offer, share of offers made on time.

One-off or recurring campaign; segment from sales data, such as home ownership according to self-disclosure or an existing heating electricity tariff.

Household customers with marketing consent for the respective channel; customers in higher-priority journeys (end of tariff, price adjustment) pause this campaign.

1. Day 0: email or letter: “Is a photovoltaic system right for your roof? Five questions, three minutes.”
2. Wait for event “Check completed”: 14 days.
3. Complete + interest in PV or wallbox → task for energy advice: appointment or on-site offer. Interest in heat pump → information on the heat pump tariff.
4. Partial → reminder “Continue the check”. No response → exit.

Product interest, consumption profile, region and local installation partner, imagery matching the type of house.

Whether PV or a wallbox counts as a “similar” service to the electricity contract is not certain – plan for email with consent, otherwise letter. Network operators must treat commercially sensitive information confidentially (Section 6a EnWG); use only sales data for sales.

Micro: check completed · Macro (primary): advisory appointment or offer requested.

Check completion rate, appointment rate, interest per product and region.