Energy leader transforms data into customer intelligence
Enerjisa builds long-term customer analytics foundation with SAS® Data Management
If you want to know your customer, you have to first know when your customer is showing up in your databases more than once. Energy company Enerjisa used the data integration and data quality capabilities of SAS Data Management to create one repository for customer data by merging and cleaning its records. By reducing duplicates, it ended up with 25 percent fewer records. This is a critical first step in the company’s plan to develop a more sophisticated approach to serving and marketing to customers.
Enerjisa serves 9 million customers with its generation, distribution, wholesale, trading and retail activities. The Turkish energy market is deregulated, and the country’s demand for energy is rapidly growing, as is the country’s role as a regional energy hub. Prior to using SAS, Enerjisa kept customer data on different systems and in different formats for data cleansing and analytics purposes. To enable the various business areas to operate more efficiently, Enerjisa needed to create a single source of customer data that would be easy to access for all departments for advanced analytics purposes.
The goal was complicated by the need for a tool that works with the Turkish language. By using SAS, Enerjisa had a solution tested in Turkish that didn’t need to be specially configured for its language. The company was already using SAS to more accurately forecast demand for the day-ahead market and is expanding its forecasting work to mid- and long-term demand forecasting.
But the company doesn’t want to just predict demand, it wants to better drive product growth through predictive modeling and customer segmentation. The first stage of the data management project ensured a consistent data flow into Enerjisa’s operational systems. Once that link was established, the company worked with a consultant to determine rules for data validity. The data was then cleansed and standardized for all customer data fields, including telephone number, email and address. Additionally, data was consolidated to prevent a customer from being stored in multiple records in the system.
Next came data enrichment, matching Enerjisa customer data to data from external entities, such as chambers of commerce and central civil registration systems. Data enrichment increased the completeness rates of customer details by 30 percent. More reliable customer contact details improved rates of successful contact and business results considerably. “We have gained a consistent and accurate view of our customers,” says Yetik Mert, CEO at Enerjisa.
“Through these data quality and data integration projects, we reduced the number of total customer records in our systems by 25 percent and significantly increased successful contact rates at the same time,” Mert says. “These efforts ensure we have a strong foundation to help us reach our long-term vision for customer intelligence and analytics. Retaining satisfied customers in deregulated energy markets requires a combination of the best energy services, the right customer communication channels and optimal marketing campaigns.”
Cleanse, enrich, consolidate and integrate data to better understand customers and drive better decisions.
- Increased rate of successful customer contact.
- Reduced total records by 25%.
- Increased completeness of records by 30%.
- Established a foundation for customer intelligence and analytics.