Poste Energia soars over 500,000 gas and electricity subscriptions, success driven by the transparency and simplicity of the offer. Stefano Fumi, head of Poste Energia, takes stock of the situation at TG Poste. ‘Transparency is certainly one of the key factors that are making us popular,’ he says. ‘Transparency does not mean knowing all the technical terms, but for us it means making this ‘obscure” world of energy a little clearer to the customer. We have done a lot of work on the front of the bill, trying to make it as simple as possible: information overload is the opposite of transparency. He adds: “We have to tell customers everything they needs to know, but at the same time leave it up to them to decide what level of information they need. If they then wish to scroll through the information without going into it in depth, they need to know what to do. We have worked on this and our customers have appreciated it.
A subscription without surprises
Fumi dwells on the enormous work done at the moment of signing the offer: “We monitor all the steps that are taken,” he explains, “to see if we understand what the customer is doing. It is a complex exercise monitored by an indicator called the Customer Effort Score, i.e. a measure of the effort the consumer makes to perform an activity. The other two major themes for us are predictability and focus on the environment: customers really appreciate the fixed instalment, which allows them to schedule payments. Transparency requires planning and the ability to make it simple for customers”.
Special offers and customer feedback
Of course, special offers for customers and employees of the company are among the strengths of the Poste Energia offer. Fumi emphasises: “EnergiaXNoi, designed for people working in the Post Office, has been very successful and will be active until 31 January 2024. From July to December we signed up over 45,000 supplies with 35,000 codes requested. For those who are already customers there’s the ‘Bring a Home’ offer: those who already have a contract can get a code to add more supplies. The offer is valid until 31 December, but since October, when it started, we have made about 5,000 subscriptions.
No nuisance phone calls
Another key aspect that made the Poste Energia offer popular is the fact that no ‘nuisance’ phone calls are made. “This is our Copernican revolution,” says Fumi, “We realised that in this market, phone calls are particularly aggressive: we get them at all hours of the day and night. We chose the opposite approach. Not aggressive but welcoming: we will never phone anyone to propose our offers. Thanks to the work of our colleagues in Mercato Privati and the trustworthiness of the Group, we only welcome customers when they ask us to, the process starts when they bring us one of their bills so that we can make comparisons”.
