Customer Typology for Mainzer Stadtwerke

Mainzer Stadtwerke: The Regional Energy Supplier in Mainz and the Mainz Region. 24/7. 365 Days a Year.

Whether you turn on the tap or the heating in the morning, switch on the toaster or take the bus: The “M” is always there, representing the Mainzer Stadtwerke companies and all their business areas – from local public transport to electricity, gas and heat to renewable energies. As a municipal company, Mainzer Stadtwerke AG, with its many subsidiaries and holdings, brings together a wide variety of utility, infrastructure and mobility service providers. With over 1,700 employees, they supply over 370,000 inhabitants in the Mainz region, the district of Gross-Gerau and parts of Rheinhessen with electricity, gas, water, heat, public mobility and supplementary technical services.

Challenge

Synergies were not being exploited due to Mainzer Stadtwerke’s lack of a uniform, group-wide view of its customers.

Consulting Approach

Development of a uniform group-wide customer typology with the help of the “INTARGIA Customer Typology Builder”.

Solution & Benefits for the Customer

Development of a uniform customer understanding to strengthen customer centricity and exploit existing synergies (cross-selling, product and service innovations, greater customer satisfaction).

Christian Hoffmann, Department Head Customer & Public Relations, Mainzer Verkehrsgesellschaft mbH

Christian Hoffmann

Department Head Customer & Public Relations, Mainzer Verkehrsgesellschaft mbH

”In order to strengthen customer centricity within Mainzer Stadtwerke, we needed a strategic classification of the customer groups from our various group companies. Thanks to INTARGIA’s marketing and sales experience, as well as its Methodology Construction Kit, you were able to develop a group-wide customer typology with great efficiency. This provided us with a common view of our customers. Based on the newly acquired understanding of our customer structure, we are now positioned to leverage numerous synergy potentials in the future.“

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Ju Lee-Schulz, Lead Consultant, INTARGIA Managementberatung GmbH – a valantic company

Ju Lee-Schultz

Lead Consultant, INTARGIA Managementberatung GmbH – a valantic company

”At INTARGIA, we always do all that is needed to take the customer forward. In this project, too, we created measurable added value. The outcome was not, however, only of valantic’s doing but, rather, the result of a close partnership with our customer, Mainzer Stadtwerke. We were pleased to find the right approach that allows synergy potentials to be identified.“

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Solutions and Results in Detail

INTARGIA – a valantic company was commissioned with developing a uniform, practical, enterprise-wide customer typology for all of Mainzer Stadtwerke’s group companies.

INTARGIA’s proven methodology for developing the customer typology consisted of three phases: Analysis, Design and Consolidation. During the Analysis phase, more than 50 customer groups of the eight companies of Mainzer Stadtwerke were gathered and structured in the INTARGIA “Customer Typology Builder”. At the same time, an initial analysis was conducted for the 6-digit-strong customer base.

In the Design phase, the results of the analysis served as the basis for developing a consolidated view of the various customer groups of the Mainzer Stadtwerke group. Using the data collected in the Customer Typology Builder, common, relevant customer attributes were identified across a ll companies to develop a common group-wide customer typology. The respective customer volumes in each of the customer groups and types were also taken into account in doing so.

The Mainzer Stadtwerke customer typology was developed in an iterative process in which, in the course of regular review and feedback loops, the various customer types developed with INTARGIA Customer Typology Builder were evaluated, quantified, and optimized in cooperation with the experts and chief executives of the group companies.

In the closing Consolidation phase, four final customer typologies were evaluated and signed off with the chief executives and board of directors.

Benefits of the Customer Typology for Mainzer Stadtwerke

The 100-plus customer groups originally named were consolidated through systematic processing to ten cross-company customer groups, which in turn were divided into four customer types. With access to the customer matrix that was generated using the INTARGIA “Customer Typology Builder”, Mainzer Stadtwerke is now optimally equipped to identify starting points for further developing its customer centricity potential. Thanks to the uniform, cross-company view of its customers, Mainzer Stadtwerke is now well on its way to further strengthening customer centricity and customer satisfaction.

The iterative approach, transparent use of the INTARGIA “Customer Typology Builder”, involvement and feedback possibilities of all companies and key employees at all times have ensured widespread acceptance of the final customer typology.

Image of a child picking an apple, wind turbines in the background; Customer Typology for Mainzer Stadtwerke

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Your Contact

Ju Lee-Schulz, Lead Consultant, INTARGIA Managementberatung GmbH – a valantic company

Ju Lee-Schulz

Lead Consultant
INTARGIA – a valantic company