Nicor Gas

Award category

Marketing

Year released

2015

2015 Inspiring Efficiency Marketing Award – Customer Journey Strategy

The Customer Journey Strategy is the first energy efficiency campaign in the Midwest to combine lessons learned from mapping customer experiences with best practices in outreach, marketing, and communications to make energy efficiency easy to understand. Nicor Gas worked to identify “pain points” and barriers to participation, and remove them. Nicor Gas also shared real customer stories throughout mass marketing channels that resulted in a significant increase in customer engagement.

“I think the most inspiring thing about the Customer Journey Strategy was understanding energy efficiency from the customer’s perspective,” said Meena Beyers, Director of Marketing and Communications for energy efficiency at Nicor Gas. “If we take the time to understand the way our customers interact with us, we can make a much bigger impact in helping them control energy use.”

Document

IEA-2015_awards-release_marketing_nicor-gas.pdf