Case study

EDF Energy:
creative customer engagement

Overview

In a price-competitive market, how do you add value to reduce customer churn?

We explored the creative potential of live smart meter data for EDF Energy and its customers.

The result: a proof of concept app to help customers understand and manage their energy use in real time.

EDF Energy is trialling the app with customers and using the evidence to inform its strategic customer proposition work.

The problem

Real-time smart meter data gave EDF Energy the opportunity to support its customers in new and exciting ways. But which initiatives held real value for customers? And which would help the business differentiate itself in a competitive and price-driven market?  

EDF Energy had already established that it could obtain meaningful cost information from smart meter data. The challenge was to find the customer value in this information and help users understand and control their energy usage and costs.

Our approach

We started with a design sprint exploring how to communicate live energy data in a way that is meaningful for customers.

Customers told us they were put off by information in kWh. With no conventions established for presenting live smart meter data to customers, the team designed a range of options which they tested with users.

The team also carried out a series of development experiments to address the pressing customer issue of how much their appliances and activities actually cost them. This included evaluating the household’s ‘energy signature’ to see if we could establish whether a particular appliance was on or off.

The outcome

EDF Energy has a beautifully designed, evidence-based app that it is trialling with a subset of its customers.


Customers are using the app to understand the relationship between their activities and their energy costs.

And EDF Energy is gathering robust evidence about customer demand to inform its ongoing customer proposition development.