Modular Contentful content management provides a traditional energy company with the keys to building a personalised customer experience.

Challenge: As competition intensifies, customer experience stands out

Established in 1945, Pohjois-Karjalan Sähkö (PKS) provides comprehensive services for various energy needs across Finland.

The PKS Group wanted to enhance the digital customer experience. Simultaneously, the goal was to better respond to the transformation of the energy industry and the intensified competition: electricity companies offer not only electricity but also a variety of services for both consumer and business clients.

In addition to sales, the website serves as a channel for customer service, service management, and monitoring electricity consumption. PKS's directive to Crasman was clear: the customer experience of the web service must leave nothing to be desired.

Solution: Focusing on user needs and mobile use in design

The key to a successful web renewal is careful definition and the selection of a suitable technical platform. The project began with background workshops that mapped PKS's objectives, target groups, the current level of customer experience, and market differentiators.

The technical framework chosen for the website was the next-generation content management system Contentful, whose modular structure, scalability, and integrability enable highly personalised customer experiences. The system is also adaptable for versatile further development and can incorporate entire purchase funnels in the future.

– The decision to move from a monolithic to a more agile solution was ultimately easy. The modular site is a long-term investment that has already quickly paid off, PKS's Marketing Manager Ville Kärki explains.

The new web service was designed from scratch with a focus on user needs and mobile usage. It has no traditional horizontal navigation; instead, the most useful links are always offered contextually. The navigation solution and efficient site search ensure that customers can quickly find the information they are most likely looking for.

One of the system's strengths is its flexibility. Contentful does not rely on a traditional tree structure model or template page layouts but is built from components and modules, which the content inputter can freely select and arrange. This allows for the agile construction of targeted landing pages and dynamic service paths.

Results: The new service attracts and retains

Thanks to the thorough specification, the web renewal proceeded smoothly. PKS's visually striking and user-friendly new web service stands out in the industry and serves customers comprehensively.

– One of the most important tasks of the website is to build trust between us and our customers. It must attract new customers but also serve existing ones by creating retention. The new service succeeds well in this regard: it is clear, fast, fresh, and pleasant to use, Ville Kärki considers.

After the energy crisis, consumers are more interested in the details of their electricity contracts. The new site helps Pohjois-Karjalan Sähkö present its products and services comprehensively and attractively.

– The renewal has undoubtedly impacted our sales. Additionally, contacts to customer service have decreased as customers find the information they need more easily on the new site, Ville Kärki says.

– What I particularly appreciate about Crasman is that in addition to strong technical expertise, they have the courage to challenge their customers' views and propose solutions that radically differ from the old ones. The collaboration has broadened our thinking about what is generally possible. I'd say we now see many more new opportunities online instead of challenges, Kärki concludes.

Interested? Would you like to hear more about developing digital customer experience? Get in touch!