The Market Room: a dynamic and high-resolution snapshot

Governing and understanding data is one of the future challenges for every major company. That’s exactly what Enel Energia’s Sala Mercato, inaugurated in October 2019, is focused on: making data orderly, clear and readable. The goal of the work carried out by Ilaria Lisco and Antonio Passagrilli is to allow colleagues to visualize market performance in an automated and user-friendly way. «Information used to travel through Excel or PowerPoint, and managing it was entirely manual», explains Ilaria Lisco, 41, with a degree in Economics and Business. Today, grids and columns of data are processed in an interactive dashboard, where all trends are graphically rendered. «The creation process of this tool was a collective effort. The first step was agreeing on the metrics, then came the automation of the database thanks to Enel Energia’s business intelligence system, and finally everything was made available to the rest of the company through clear and intuitive graphics».

The perspective offered by this dashboard is a dynamic, ultra-high-resolution snapshot of what’s happening in the market. «It starts from a very general level, from which you can then break down the information in any way you like, across the entire value chain and customer lifecycle». Trend analysis can be carried out by customer type (power or gas), by segment (residential or business), by geographic area, or by processes (the way in which the customer chose Enel Energia).

The dashboard is updated daily for most KPIs, and this is a key detail: «Such a fast and automatic flow of information allows us to understand in real time what is happening with our contact channels and partners, without waiting for someone else to send us the data». Right now we’re in the adoption phase, but the Market Room dashboard already allows Enel Energia to better understand what results it’s achieving, in order to continuously intervene and improve. A company that’s closer to market dynamics is also a company that’s closer to its customers’ needs. «The goal is to identify and spread best practices, quickly define medium-term adjustments, and organize long-term strategies», concludes Ilaria Lisco.

In this high-resolution representation of the market, there aren’t just quantitative elements, it’s also possible to gather qualitative feedback. «It’s a real change in approach», explains Antonio Passagrilli, 53, who also played a key role in launching the Market Room. «There had always been an exclusively commercial attitude in this kind of monitoring, but in our dashboard we integrated it with information linked to value and quality, fundamental areas of analysis that allow us to detect virtuous behavior at various stages of the customer relationship, especially our own and that of our Commercial Partners, with the goal of spreading them as best practices».

Technically, the most important qualitative parameter is the customer lifetime value, which measures the creation of a lasting relationship between the company and the customer. This is the parameter that gives value to the people who «choose Enel Energia because they specifically want our services and not others, the same people who will stay with us over time». The core idea is to build a lasting relationship, the opposite of a model that aims to maximize everything, immediately. In this way too, a different relationship with customers is built, one based on listening and trust, and capable of continually offering new stimuli both to the company and to its clients. To achieve all of this, the Market Room is an indispensable ally.