A European energy company needed to build out its direct-to-consumer capabilities based on the visitor’s goals. When prospects sought information online, they were most likely in the midst of a shopping experience. They looked for rate-related information and other things that influence initial buying decisions. Customers, on the other hand, expected personalized and targeted content, including energy conservation tips, a troubleshooting guide for solar arrays, and paperless correspondence options about rate changes. Customers experience this company’s brand through its digital connections. Through up-front personalization, the firm delivers separate digital experiences for prospects and customers.

Source “MAKING THE TRANSITION FROM CONVENTIONAL WEB TO CONTEMPORARY DIGITAL EXPERIENCES”