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Case Study

Électricité de France increases upsell with Pega

  • Set up efficient, omni-channel, and seamless customer and prospect journeys
  • Created a new, fluid experience for millions of prospects and customers
  • Improved employee and customer satisfaction and increased upsell of services

“At the end of the day, we have good commercial results ... [we] increased the upsell of services by 57% ... I think the project is quite a success for us, and Pega too.”

The Business Issue

Electricite de France (EDF) is a French multinational utility company that serves over 40 million customers. A former monopoly, EDF has faced increasing competition following a government directive that opened the market in 2007.

In response to this market upheaval, EDF embarked on a transformative journey, aiming to not only retain existing customers but also to expand their product offerings and enhance customer value. The pivotal question became how to counteract the intense competition and simultaneously increase the average value of each customer.

To add to the complexity, EDF relied on outdated systems, including an aging Customer Relationship Management (CRM) system and several specific legacy applications in its call centers. These systems were primarily designed to manage existing customers but lacked robust prospect management capabilities to convert prospects into customers.

EDF needed a solution that would accelerate its strategy and could provide a simple, omni-channel, end-to-end customer experience.

The Solution

EDF aimed to regain lost customers and attract new ones by offering a variety of products and services. Their strategy was to increase the value of each customer by selling more bundled products, which required the development of a tool to facilitate quoting, bundling, and personalized marketing campaigns.

EDF selected Pega to support these goals. Its solution covered two main areas:

  • Marketing: EDF is now using Pega Customer Decision Hub to manage outbound marketing campaigns. The new solution allows EDF to meet customers where they are, giving prospects and current customers a personalized experience complete with timely and relevant offers.
  • Customer service: The new solution, build on Pega Customer Service, will provide 5,000 customer service representatives (CSRs) with a unified, AI-guided environment to proactively engage prospects. Now omni-channel journeys are made available to customers and prospects. Within this application, CSRs have the context they need to manage relationships and convert as many prospects as possible into EDF customers.

Its existing system architecture was complex – including a legacy solution with over 100 connected applications. EDF took an agile approach to its transformation, delivering a minimum viable product within just fourth months.

The Results

With its new solution, EDF is has already seen several key outcomes:

  • Improved employee satisfaction with an easy to manage and user-friendly application
  • Empowered agents to bring in new prospects and upsell services to existing customers
  • Increased number of services sold to end user
  • Improved customer satisfaction with personalized experience based on next-best-offers
  • Ensured prospect and customer journeys are 100% GDPR compliant
  • Delivered first MVP in just four months
  • 57% increase in upsell
  • Supporting 5,000 customer service representatives
  • Delivering 37,000 personalized quotes a day

Lessons learned from the project include the importance of investing time and expertise at the start of the project, selecting the right solution provider, and keeping the implementation process simple. EDF is applying these insights to current and future projects and will continue leveraging Pega's capabilities to drive customer engagement and growth.

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Industry: Energy Industry: Manufacturing Product Area: Customer Service
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