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e.on energy customer journey design programme by engine

E.ON Energy Customer Experience

Designing better services and customer journeys for energy customers

The challenge

Faced by ever increasing competition and pressure from regulators, E.ON needed to fix broken journeys and simultaneously establish a service design team, with capability across European markets.

The outcomes

The Engine Service Design Team worked with E.ON to establish customer experience design as a strategic capability over seven years of work together. Today, a customer-centred approach and the tools of service design are baked-in to service improvement and the development of new products and services.

Client: ‘Client voice’ Duration:

As a result of the methods used to sell energy contracts to consumers, the energy industry in the UK was under intense scrutiny from regulators to implement large scale change. E.ON wanted to lead the change across the UK and asked Engine to help them redesign the sales and onboarding experience for customers.

e.on energy customer journey design programme by engine 06

Fixing the sales journey
The retail side of E.ONs business was structured traditionally, with Sales and Operations working in isolation. The culture was sales-driven and this was leading to a poor customer experience, many of whom would call in to cancel their contract after receiving their first bill. This revealed gaps in the sales and onboading process and an opportunity to improve. Using insights from Engine’s qualitative research during workshops with the client team, we redesigned the sales journey. An important outcome was a greater emphasis on service design for customers on low incomes, that needed E.ON to be flexible when it came to paying for energy.

New sustainable energy propositions
Once selling energy became more than just a connection to supply, businesses like E.ON needed to develop ways to start and build relationships with consumers, to engage them in a conversation about sustainable energy and their needs. Engine worked with E.ON Sweden, the first E.ON business to take green tariffs, products and services to market. E.ON knew they’d need a new approach to selling and their Future Energy Home proposition has now unified how E.ON sell solar panels, EV charging, smart thermostats and other solutions direct to consumers. Working with E.ON, the Engine Service Design Team designed the end-to-end experience, from choosing a provider to installing and after-sales support.

Project to programme
Engine’s work with E.ON has spanned 7 years and 12 major projects across 4 leading markets. Starting in the UK in 2011, E.ON integrated Engine’s Service Design System and Team into their existing process improvement team. E.ON introduced a Journey Management structure and core customer journeys were redesigned with Engine’s help. A network of International Customer Experience Managers was created to advocate and facilitate customer experience design. With Engine’s support, the CX Network delivered service design training to more than 300 managers across their European markets.

“Transformation has happened because of a continual focus on delivering our customer experience principles that define, for E.ON, what a great service and experience is.”

E.ON and Engine piloted customer journey design in the UK in 2011. Today customer experience design is built into every project that touches the end consumer in all of E.ONs markets.

Have a similar challenge? Get in touch with the Engine Team

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Here’s how we do it

Insight to vision

Identify the difference between what you do today and what your future customers don’t yet know they need. Reimagine the future.

Insight to vision

Design to pilot

Unlock new value by imagining, designing and piloting services and experiences your colleagues are inspired to deliver and your customers will love.

Design to pilot

Plan to mobilise

Mobilise your organisation with a plan to change, build or buy what’s needed to deliver new services and experiences.

Plan to mobilise

How we can help


It's working, but not well enough

When legacy issues and disjointed ways of working are impacting your customer experience and critical metrics, you need a trusted partner to guide you.

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Think differently to stay ahead

When you need to think differently to stay ahead, but you’re unsure how to differentiate your customer experience, you need a trusted partner to guide you.

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Do something genuinely new

When you spot an opportunity to disrupt your industry with a new product or service, you need a trusted partner to guide you.

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Customer Driven Transformation

How design-led companies get more of the right services to market faster

engine book customer driven transformation

“For any who seek to improve their services, let this book be your design-led guide. It will enable you to truly transform your service, by staging engaging, personal, memorable and even beautiful experiences.

Download a free copy of the first two chapters of our book.

With this book, the authors show you how to instil an outside-in approach to strategy; moving away from a management approach that’s technology, marketing or resource optimization-led, to one that is customer-inspired and experimental with innovation.