The company
E.ON is one of Europe’s largest operators of energy networks and energy infrastructure and is a provider of innovative customer solutions for 50 million customers.
As former Head of Digital Marketing Scaling at E.ON, Maarten Westdorp was responsible for scaling data and marketing solutions across the entire group.
The challenge
E.ON wanted a better way to analyze website user behavior to understand what users were experiencing and exactly what they were interacting with.
Before Contentsquare, the digital team was using various web analytics and heatmapping tools to see customer behavior. But, with an ample amount of monthly website traffic, having fragmented data in different places just wasn’t cutting it anymore.
Maarten says, “We had a large website with a lot of customers, so we needed to gain better insight into customer engagement and interest."
It was also important for the team to be able to analyze different customer segments and their digital journeys.
The solution
Maarten remembers having 2 very clear priorities when it came to finding the right digital experience analytics solution. He says they were looking for a technology platform that would:
1. Be a good fit without existing technology infrastructure
2. Provide a visual understanding of data
Contentsquare’s existing integration with E.ON’s customer feedback management software was a unique selling point.
"Integrations to our existing tools allow our customer experience (CX) and user experience (UX) colleagues to view sessions with low NPS scores for validation and continuous improvement purposes,” shares Maarten.
We have disparate groups of customers, so we wanted to gauge the difference between their behaviors online, understand the challenges they were facing, and how to then improve their customer journeys.
Maarten puts it quite frankly, “We chose Contentsquare because the functionality was the best.” Some of his favorite features are:
The data visualizations from Contentsquare's Journey Analysis capability
The live zoning extension, which provides instant insights on-page
The capability to compare different time rages and audiences
The results
E.ON now has a platform that provides clear data visualizations, making wide-spread adoption across digital teams easy. “It allows different teams to use Contentsquare. Our CRO specialists, web analysts, and the digital team all have access to the platform and are able to view relevant data all in one place," Maarten says.
Contentsquare also helps the digital team see where bottlenecks occur within their funnel, so they can attribute revenue to content and know where to optimize.
Contentsquare helps you take your analytics to the next level. It’s the next iteration of growing out your existing customer analytics. You’re not just getting in-depth data, but visual insights too.