The case study highlights the effort of a utility company to rethink its marketing approach reorganizing activities along the Customer Decision Journey. Main management challenges were: (A) Identifying digital enablers for CDJs while adapting the business to digital innovation; (B) Highlighting Sorgenia’s positioning as the first non-incumbent Italian energy company in an overcrowded market formerly characterized by a semi-monopolistic regime, subsequent to the market liberalization foreseen for July 2020; (C) Creating and adopting digital touchpoints to personalize the energy offers, to increase simplicity and to reinforce environmental sustainability in the long term; (D) Underlying Sorgenia’s distinctiveness as Digital Energy Company.

Digital Enablers for New Decision Journeys: Creating and Adopting Digital Touch Points – Sorgenia / Mazzù, Marco Francesco; Serafini, Ludovica. - (2020).

Digital Enablers for New Decision Journeys: Creating and Adopting Digital Touch Points – Sorgenia

Mazzù, Marco Francesco
;
2020

Abstract

The case study highlights the effort of a utility company to rethink its marketing approach reorganizing activities along the Customer Decision Journey. Main management challenges were: (A) Identifying digital enablers for CDJs while adapting the business to digital innovation; (B) Highlighting Sorgenia’s positioning as the first non-incumbent Italian energy company in an overcrowded market formerly characterized by a semi-monopolistic regime, subsequent to the market liberalization foreseen for July 2020; (C) Creating and adopting digital touchpoints to personalize the energy offers, to increase simplicity and to reinforce environmental sustainability in the long term; (D) Underlying Sorgenia’s distinctiveness as Digital Energy Company.
978-88-6105-569-8
Marketing, Digital, Consumer Decision Journey, Touchpoints; Energy, Retail
Digital Enablers for New Decision Journeys: Creating and Adopting Digital Touch Points – Sorgenia / Mazzù, Marco Francesco; Serafini, Ludovica. - (2020).
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/224135
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