Where energy meets empathy

Designing onboarding that builds early trust.

Working alongside partner Merkle, Vattenfall unified behavioural, transactional and profile data into a single, real-time customer view using Adobe Real-Time CDP. Those insights feed into Adobe Journey Optimizer to orchestrate timely, personalised communications across channels. Data is unified in Adobe Experience Platform, connecting signals from across systems and enabling teams to understand and respond to customer needs as they evolve.

The result is an experience that unfolds over time rather than through a single interaction. When a new customer signs up, a welcome message introduces services designed to help them better understand and manage their energy usage. Customers can activate proactive alerts for unusually high consumption or disruptions in solar panel back delivery, while personalised energy-saving plans provide tailored recommendations based on details such as the home’s heating source and usage patterns.

As customers open emails, log into the app or explore new features, each interaction shapes what comes next. For households with solar panels, for example, loyalty boost journeys can introduce services that help track back delivery and shift energy consumption to better align with solar generation throughout the day.

“Customers expect communications that fit their situation, not generic messaging,” says Bootsma. “Adobe allows us to create journeys that make us relevant at every moment that matters.”

For instance, rather than waiting until a contract is up for renewal, customers begin receiving messages that highlight relevant benefits, from customised insights to rewards and services aligned with their needs, in the weeks leading up to a decision. These interactions are timed to match behaviour and context, reinforcing the value of staying with Vattenfall. This approach reduced customer churn among certain target groups, helping retain valuable customers against lower costs. “Connecting data and journeys with Adobe allows us to engage customers earlier and more meaningfully,” says Bootsma. “That makes a real difference at the moment they decide whether to renew.”

By establishing a common foundation across marketing, IT, analytics and customer experience, campaigns no longer move through disconnected systems or delayed workflows. Teams can design, launch and refine journeys directly, supported by real-time insights.

“Adobe gives us a new way of working, where teams collaborate around one customer view,” says Klop. It also enables Vattenfall to scale customised experiences without losing consistency. Whether reaching one customer or millions, each interaction remains relevant and aligned with the brand.

Reducing service pressure while increasing customer value.

As journeys become more relevant, customers are better equipped to manage their energy usage and make informed decisions.

Clearer onboarding and more tailored communication during the first three months of the customer relationship contributed to a 5% reduction in outreach to customer service, easing pressure on support teams while improving the new customer experience. Customers who engage with personalised journeys report higher satisfaction and demonstrate stronger loyalty, reflected in a 16-point boost in Net Promoter Score for the welcome journey and increased participation in loyalty programmes.

At the same time, internal teams operate with greater speed and focus. Faster workflows and continuous experimentation allow them to concentrate on delivering meaningful experiences rather than managing complexity. For each customer journey built in Adobe, Vattenfall established shared KPIs across teams, helping align marketing, IT, analytics and CX around common outcomes rather than departmental goals.

AI is extending these capabilities further. Within Journey Optimizer, offer decisioning helps teams refine offer relevance and better prioritise the next best action for each customer.

“With Adobe, we have the foundation to keep improving,” says Bootsma. “We can test, learn and adapt continuously to deliver experiences that truly resonate.”

Vattenfall is now focused on expanding into new channels, advancing its decisioning capabilities and deepening its use of AI to tailor experiences further.

Advancing towards a more personalised energy future.

In an industry defined by infrastructure and scale, Vattenfall is reshaping how energy providers connect with customers. By combining unified data, intelligent orchestration and a collaborative culture, it’s creating experiences that feel both personal and dependable.

The result is not only stronger engagement, but a more meaningful relationship between people and the energy they use every day.

“Adobe gives us the ability to truly understand our customers and act on that insight at scale,” says Klop. “We’re creating experiences that are not only more efficient, but genuinely valuable for the people we serve.”