The Company
E.ON is one of Europe’s largest operators of energy networks and energy infrastructure and a provider of innovative customer solutions for 50 million customers.
As Head of Digital Marketing Scaling at E.ON, Maarten Westdrop is responsible for scaling data and marketing solutions across the entire group. Jan-Willem Wilmsen is a Digital Specialist and part of the digital strategy team at E.ON.
The challenge
E.ON wanted a better way to analyze website user behavior to understand what users were experiencing, and what exactly they’re interacting with.
Before Contentsquare, the digital team was using various web analytics and heatmapping tools, to see what customers were engaging with. But with an ample amount of monthly website traffic, having fragmented data in different places just wasn’t cutting it anymore.
Maarten says, “We have 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 two very clear priorities when it came to finding the right digital experience analytics solution.“We 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 key USP.
"Integrations to our existing tools allow our CX and 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 behavior online, understand the challenges their facing, and how to improve their customer journeys."
The solution
What stood out about Contentsquare
Maarten puts it quite frankly, “We chose Contentsquare because the functionality was the best.” Some of his favorite features (so far) are:
The data visualizations of Customer Journey Analysis
The live zoning extension, provides instant insights on-page
The capability to compare different time rages and audiences
I’m really impressed with the tool, and when I saw it for the first time I was blown away. Instead of abstract data and numbers in columns, we can now really see what people are doing on our website. We can see their experience. It’s visual."
The results
Now has a platform that provides clear visualization of the data and making wide-spread adoption across digital teams easy. He explains,
“It allows different teams to use Contentsquare. Our CRO specialists, web analysis, and the digital team all have access to the platform and are able to view relevant data in one place”
With Contentsquare also helps the team see where bottlenecks occur within their funnel. “Being able to attribute revenue to content, to know which content is driving revenue, and where to optimize content,” says Jan-Willem.
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."