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

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.