Case Study: Endesa achieves 50% reduction in churn with SAS Customer Intelligence

Endesa reduces churn by 50 percent

Endesa, Spain’s leading electricity retailer and second-largest gas vendor, faced a strategic shift from a regulated to a deregulated market and needed to better acquire and retain customers, extract more value from existing accounts, and introduce new services amid intense competition.

By deploying SAS Customer Intelligence for strategic segmentation and campaign management, Endesa accelerated campaign design and reporting, improved cross-selling, and handled large customer datasets more effectively. The company cut churn by 50% in two years, reduced campaign design from weeks to hours and reporting from seven days to one, increased campaign frequency and gas sales (fivefold in Andalucía, doubled in Cataluña), and lowered customer acquisition costs.

Endesa

Tomás Cruz

Customer Intelligence Officer