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Greenchoice chooses Underlined for data-driven customer experience


Since 2017, Greenchoice has consistently ranked at the top in the research for the Most Customer-Friendly Company in the Netherlands. However, there is still room for improvement, says Sirikit Huibers of Greenchoice. She is leading the customer experience journey that embeds data-driven customer friendliness organization-wide.

In early 2022, Sirikit Huibers started as the Customer Experience Lead at Greenchoice. “What was new for Greenchoice was that customer experience (CX) became a topic and journey for the entire organization. It was not just confined to the teams and employees with customer contact but was strategically positioned as a central and prominent part of the company. The goal is to become proactively and systematically customer-centric.”

A common language for customers and customer-centricity

Customer-centricity is ingrained in Greenchoice, and a lot of customer data has already been collected. However, there was not yet a unified language for discussing customers, customer-centricity, and the customer journey. “One of the first tasks was to consolidate customer feedback data from across the organization, streamline it, and translate it into consistent insights. With CX specialist Underlined, we built the CX Insights Framework, where data sources converge, data is enriched, and dashboards make the data understandable. This, along with the components of customer profiles, customer research, and the customer journey framework, forms the foundation upon which we can further build.”

360-degree customer view

“This is the foundation, but it’s already a significant step. We’ve made the data understandable, and we can take immediate action with it. It goes beyond just reporting on customer satisfaction, NPS, or CES. The dashboard provides context to the numbers. These valuable insights offer us actionable perspectives. You can see the components of the customer journey and the correlations. We can pinpoint touchpoints and observe: we’re doing well here, there’s room for improvement there. This is how we build a 360-degree customer view. With the dashboard, everyone should be able to continuously see how our service delivery is performing. And more importantly, we gain insights that allow us to take immediate action to enhance the CX and see the impact of improvement initiatives. This is also crucial to get everyone in the organization on board. When you see that you and your team can make a difference, you’re eager to participate.”

Connecting Business Goals with CX

Greenchoice has a large and loyal customer base and is the highest-ranking brand in the energy sector according to the Sustainable Brand Index 2023, a study in which consumers indicate which brands they consider the most sustainable. Moreover, consumers consider Greenchoice to be the most customer-friendly energy supplier in the Netherlands. This is revealed in the largest customer-friendliness study in the Netherlands conducted by the MarketResponse research agency.

“Our goal is to be more than just an energy supplier. We want to be able to offer a lot to our customers. This is not unique, but it does impact the customer journey and customer experience. There are more touchpoints, we are building a broader relationship, and the customer lifecycle is longer. This calls for a comprehensive, company-wide, data-driven approach to CX. This way, we can truly establish a connection between business objectives and customer experience.”

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