Switching to Sitecore XP, Tokyo Gas triples online visits and increases membership by 600%

When Japan deregulated its electric energy market in 2016, Tokyo Gas, the country’s largest natural gas utility, entered the retail electricity market.

The utility needed to understand and serve its new electricity customers, a market quite different from its traditional gas-consuming market.

Part of the process involved re-thinking the Tokyo Gas web experience. Customers rarely visited the site because it only provided a single online view: usage and gas charges. Tokyo Gas relied on its retail stores to support and inform customers about energy services, issues, and offerings. With help from technology partner Avanade, Tokyo Gas decided to build a new customer portal on Sitecore Experience Platform (XP). A cloud-first integrated marketing system, the platform enables real-time and historic customer insights along with real-time advanced personalization. Tokyo Gas defined personas and customer journeys, and began delivering personized content based on real-time and past customer interactions.

Since implementing Sitecore XP, online, monthly traffic volume has nearly tripled for Tokyo Gas. Customers now have multiple channels to interact with the company, and can easily access information about their personal service contracts, energy usage and information on specific topics and products of interest. Through the site, they can also get member-exclusive content and related incentives and benefits. As a result, membership has increased 600% because of improved customer engagement.