Foundation for digital evolution
The energy market is evolving. Emerging battery, solar and renewable energy technologies are bringing households and businesses more and smarter options for power. In response, energy companies must continue to adjust how they deliver useful information and services to customers in a changing market.
Constellation, an Exelon company, has built its reputation on building excellent customer relationships and service. As one of the largest integrated energy providers in North America, the company serves millions of homes and business across more than 16 states and Washington, D.C. For the company’s residential and small business customers, the Constellation website is often the go-to resource for information and support.
“We’re entering a new era where digital is now central to how we attract and engage customers and build lasting relationships,” says Michael Cammon, Director of Digital Marketing & Development at Constellation. “We needed a digital infrastructure to advance the way we cultivate customer relationships in the mass market.”
The company’s existing content management system (CMS) was too complex and technical for most content authors to use without assistance from the technology team. Cammon’s five-person digital marketing group wanted to focus on big picture strategies for customer acquisition and retention, but they instead spent a great deal of time handling online content requests for internal teams.
“Looking at the growth projections for our business, we needed a scalable CMS that was so easy to use that people closest to our products could develop and deliver digital information without IT support,” says Karen Jennings, Principal, Digital Marketing at Constellation. “We adopted Adobe Experience Manager, an Adobe Marketing Cloud solution, as the best match to streamline customer journeys to generate more leads and sales.”
By deploying Adobe Experience Manager and selecting other solutions from Adobe Experience Cloud including Adobe Target, part of Adobe Marketing Cloud and Adobe Analytics, part of Adobe Analytics Cloud, Constellation is creating a digital foundation that will not only transform how content is created, but also allow the company to stand out in the market by delivering personalised experiences.