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Exelon Marketing

To power a cleaner and brighter future by creating the nation's cleanest, most innovative energy company

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To power a cleaner and brighter future by creating the nation's cleanest, most innovative energy company

Strengths

  • REACH: Serves over 10M customers across 5 states & DC
  • INFRASTRUCTURE: $36B transmission & distribution assets
  • RELIABILITY: 99.9% service reliability across all territories
  • SUSTAINABILITY: Largest carbon-free electricity producer in US
  • BRAND: 130+ years of trusted service & community engagement

Weaknesses

  • DIGITAL: Outdated customer engagement platforms
  • PERCEPTION: Energy utility viewed as commodity provider
  • SEGMENTATION: Insufficient personalization for customer segments
  • MEASUREMENT: Limited tracking of marketing campaign effectiveness
  • AGILITY: Slow adaptation to market trends & consumer preferences

Opportunities

  • ELECTRIFICATION: Growing EV adoption projected at 30% CAGR
  • RENEWABLES: Consumer demand for clean energy solutions up 42%
  • PERSONALIZATION: AI-driven customer journey optimization
  • PROSUMERS: 65% growth in home energy generation interest
  • PARTNERSHIPS: Strategic alliances with tech & sustainability brands

Threats

  • COMPETITION: New market entrants from tech & energy startups
  • REGULATION: Changing policy landscape affecting utility marketing
  • EXPECTATIONS: Rising consumer demand for digital experiences
  • DISRUPTION: Decentralized energy models gaining traction
  • TRUST: Industry-wide challenges with public perception

Key Priorities

  • DIGITAL: Modernize customer experience platforms & touchpoints
  • BRAND: Reposition from utility provider to clean energy partner
  • DATA: Implement advanced analytics for personalized marketing
  • INNOVATION: Showcase leadership in energy transition solutions
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To power a cleaner and brighter future by creating the nation's cleanest, most innovative energy company

DIGITAL FIRST

Create industry-leading digital customer experiences

  • PLATFORM: Launch new integrated digital experience platform with 99.9% uptime by Q3
  • ADOPTION: Increase mobile app active users by 45% and engagement time by 3.2 minutes
  • JOURNEY: Implement 12 AI-powered customer journey optimizations across 5 key segments
  • SATISFACTION: Achieve 88% customer satisfaction score for digital interactions
BRAND EVOLUTION

Transform from utility to clean energy partner

  • PERCEPTION: Increase brand association with 'clean energy leader' from 32% to 55%
  • CONTENT: Create and distribute 75 pieces of thought leadership on energy transition
  • CAMPAIGN: Launch 'Powering Possibilities' initiative reaching 8M customers with 40% engagement
  • ADVOCACY: Grow customer advocacy program to 125K members with 22% active participation rate
DATA MASTERY

Leverage analytics for personalized marketing

  • INTEGRATION: Unify 7 customer data systems into single source of truth by Q2 end
  • SEGMENTATION: Implement AI-driven micro-segmentation model with 35+ customer personas
  • INSIGHTS: Deploy predictive analytics dashboard with 14 marketing KPIs for real-time decisions
  • PERSONALIZATION: Deliver dynamic content to 85% of customers with 42% higher engagement rates
LEAD INNOVATION

Showcase leadership in energy transition solutions

  • PROGRAMS: Launch 5 new clean energy product offerings with 125K customer adoption
  • AWARENESS: Achieve 65% customer awareness of Exelon's clean energy leadership position
  • PARTNERSHIPS: Establish 7 strategic co-marketing alliances with sustainability leaders
  • CONVERSION: Drive 210K customer enrollments in renewable energy and efficiency programs
METRICS
  • CUSTOMER SATISFACTION: 88% by Q4 2023, 92% by Q4 2024
  • DIGITAL ENGAGEMENT: 70% of customers actively using digital channels monthly
  • BRAND PERCEPTION: 65% of customers view Exelon as clean energy leader
VALUES
  • Safety First
  • Innovation
  • Inclusion and Diversity
  • Integrity
  • Operational Excellence
  • Customer Focus
Exelon logo
Align the learnings

Exelon Marketing Retrospective

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To power a cleaner and brighter future by creating the nation's cleanest, most innovative energy company

What Went Well

  • REVENUE: 5.2% YoY growth exceeding forecast by 1.8 percentage points
  • RETENTION: Customer churn reduced by 2.3% through improved service
  • EFFICIENCY: Marketing cost per acquisition decreased by 18% via digital
  • EXPANSION: Successfully entered 2 new metropolitan service territories
  • RENEWABLES: Clean energy program adoption surpassed targets by 12%

Not So Well

  • DIGITAL: Mobile app engagement 23% below target with high abandonment
  • SEGMENTS: Small business customer satisfaction declined by 7 points
  • CAMPAIGNS: Q1 energy efficiency program missed enrollment by 15%
  • SOCIAL: Brand sentiment scores underperformed industry average by 8%
  • INTEGRATION: Post-acquisition marketing systems remain fragmented

Learnings

  • PERSONALIZATION: Targeted messaging increased open rates by 34%
  • CHANNELS: Digital outreach 3.2x more effective than traditional media
  • TIMING: Promotional campaigns aligned with seasonal usage performed 57%
  • MESSAGING: Sustainability-focused content generated 41% higher engagement
  • PARTNERSHIPS: Co-branded initiatives yielded 28% higher conversion rates

Action Items

  • PLATFORM: Accelerate digital experience platform deployment by Q3 2023
  • DATA: Implement advanced customer segmentation model across all channels
  • CONTENT: Develop comprehensive clean energy transition messaging strategy
  • MEASUREMENT: Launch integrated marketing analytics dashboard by Q2 2023
  • TRAINING: Upskill marketing team on digital-first customer engagement
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To power a cleaner and brighter future by creating the nation's cleanest, most innovative energy company

Strengths

  • DATA: Vast repository of customer usage & behavioral patterns
  • INVESTMENT: $250M committed to digital transformation
  • TALENT: Recent acquisition of AI/ML engineering talent
  • PILOTS: Successful AI-driven predictive maintenance program
  • INFRASTRUCTURE: Robust data processing capabilities established

Weaknesses

  • INTEGRATION: Siloed data systems impeding AI implementation
  • EXPERTISE: Limited specialized marketing AI talent on team
  • ADOPTION: Slow internal uptake of AI-powered marketing tools
  • GOVERNANCE: Underdeveloped AI ethics & privacy frameworks
  • ALIGNMENT: Disconnect between AI initiatives & marketing goals

Opportunities

  • PERSONALIZATION: AI-powered customer journey optimization
  • FORECASTING: Predictive analytics for campaign performance
  • AUTOMATION: Streamlining 70% of routine marketing processes
  • INSIGHTS: Real-time customer sentiment analysis across channels
  • INNOVATION: AI-enabled product recommendation engines

Threats

  • PRIVACY: Increasing regulatory scrutiny of data practices
  • COMPETITION: Rival utilities accelerating AI deployment
  • EXPECTATIONS: Growing customer demand for AI-level service
  • TRUST: Public concerns about AI ethics in utility operations
  • TALENT: Intense market competition for AI marketing expertise

Key Priorities

  • INTEGRATION: Unify data systems for comprehensive AI deployment
  • CAPABILITIES: Develop AI-powered customer experience platform
  • TALENT: Invest in specialized AI marketing expertise
  • GOVERNANCE: Establish robust AI ethics framework for marketing