How Luminus works to become the preferred energy supplier in a competitive market
In a market driven by price, the Belgian energy supplier measures satisfaction continuously along the customer journey and makes the difference on experience.
Luminus is part of the French parent group EDF and is Belgium's second-largest energy supplier. It wants to become the most preferred energy provider in Belgium — by getting a holistic view of the customer experience, and by understanding customer satisfaction at different points in the customer journey.
Luminus uses insights from customer feedback to define concrete actions that improve CX and decrease churn — because in an energy market driven by price, experience is where a supplier can still make the difference.
The flexibility of the Hello Customer platform lets us measure customer satisfaction continuously along the customer journey. This way we can detect changes in satisfaction in real time and we can quickly take action to improve.
What they needed to solve
Since the liberalisation of the energy market, competition has been fierce. Feedback had to help Luminus understand its competitive edge, capture insight without exhausting customers, and reach all 2,000 employees.
Luminus wants to use customer feedback to understand its competitive edge as an energy supplier and improve retention.
The old approach sent long surveys with a lot of questions, which didn't always have the desired effect. Feedback had to become user-friendly and structured, so actions could be defined from the insights.
Luminus wanted an easy way to share customer feedback across departments, so everyone can continuously improve CX from their own expertise.
How Luminus uses Hello Customer
Pricing is a big driver for both satisfied and unsatisfied customers — but the AI analysis showed the human aspect and a personal approach also have a big impact. Customers don't churn because they're unhappy with the service; they choose on price perception. So Luminus equips its employees to ask the right questions and give the right arguments, related to each customer's personal situation.
The previous tool lacked text and sentiment analysis: analysts extracted insights manually, feedback per feedback. Today Luminus just has a conversation with customers — open feedback — and measures different touchpoints along the journey. The billing process, the moment of truth in a price-driven market, is monitored closely.
Insights go to team coaches, who see their teams and individual colleagues and provide the training that's needed. Because it's easy to see which agent a customer talked to, coaching recommendations are individual. And through the Salesforce link, an employee sees when a customer was last surveyed and how they felt — so every contact is personal, and the customer feels treated as a person, not a number.
Listening along the energy customer's journey
Why did you choose Luminus, and what do you expect from us?
The moment of truth in a price-driven market, monitored closely
A survey after churn, for a deeper understanding of why people leave
Results
Where everything used to be analysed manually, Luminus now gets actionable insights in real time, and its teams spend their time analysing deeper and working across business units. By understanding customers better and knowing why people churn — including through an exit survey after they leave — the team finds the right arguments to retain customers. Open-feedback response rates run between 15 and 30 percent.
Linking Hello Customer to operational data in Salesforce tells Luminus exactly which agents to train, based on objective customer insight. And the onboarding survey reveals why customers choose Luminus and what they expect, insights the marketing team uses to improve acquisition campaigns.
The energy market is highly driven by price. We want to make the difference with an excellent customer experience to retain our customers. Thanks to the insights we get from customer feedback, we can give our people the right arguments to convince our customers to trust Luminus as their partner and energy provider.Sophie LambrechtsCustomer Experience Manager, Luminus
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