EnBW Energiegemeinschaft e.V. Web and member portal

EnbW Energiegemeinschaft e.V. has long been active on the web with its own online presence. It was relaunched in 2021 - primarily to intensify communication with existing and potential new members and also to offer them quick and easy access to exclusive content, events and other benefits relating to EnBW. However, the hoped-for good communication with members and closer customer loyalty did not materialize. Soon there was a new goal - to transform the website into a comprehensive member and service portal that would better meet the needs of the target group.

Tobias Kemmler, Head of Division at EnbW, looks back: "We wanted a website for EnBW that not only provides high-quality information, but is also a place for exchange and interaction. For the future, we therefore wanted to offer an attractive, intuitive platform with lots of helpful information and exclusive services - both for members and potential interested parties."

An intuitive self-service area was to ensure this, with a protected self-administration area for EnBW members: here they would be able to manage their contact details independently, conveniently register for events and access exclusive content such as member benefits, recordings and online training. High-quality content was planned to strengthen the online presence and attract new members, e.g. in the form of an informative blog (members) and consolidated newsletters (interested parties). Automation and data transparency were to be expanded and plugins and interfaces (e.g. for invoices) integrated. The right technology partner for this project was quickly found: konzepthaus Web Solutions.

In the past, many processes at EnBW Energiegemeinschaft were controlled manually on the web. A lack of transparency regarding the online presence was inevitable: There was hardly any knowledge of member data and payment statuses; no idea what content members liked to consume online or which events they attended. Not an ideal situation.

"There were two key challenges for our team in the project: non-transparent data and inefficient processes," explains Monika Wisser, Managing Partner at konzepthaus Web Solutions. "In the first step, it was therefore very important for us to collect and consolidate all existing data and, of course, to identify paying members in order to increase transparency."

The database in the backend needed to be solid and flexible, offer a user-friendly interface and search function, and ensure a high level of data consistency (e.g. by integrating street and location lists). Various evaluations should also be possible (e.g. for member statistics, event participants, financial data) as well as export options (e.g. for form letters, invitations, invoices).

Problem no. 2 was inefficient processes. For example, there was only one common login for everyone. "It was therefore necessary to convert the log-in for around 3,500 EnBW members to HubSpot and to optimize and automate other technical processes in the front and back end in a user-friendly way. ", says Wisser.

The redesign of thefront end included the expansion of the info center for members and interested parties with high-quality content, including an attractive blog plus exclusive landing pages. The conversion of the login to HubSpot was also solved in a user-friendly way, with an individual login for each member based on user-defined objects. Monika Wisser: "We also implemented a live chat that answers questions about the login if required - partly via chatbot, but also by real people at certain times."

In thebackend, the management of events was implemented using user-defined objects or custom objects in HubSpot. This enables EnBW employees to create, view and edit events quickly and easily. The highlight: HubSpot automatically generates an individual event website from the data - et voilà, how practical!

Another useful backend feature is thefully automated application process for applicants and potential new EnBW members. "If predefined criteria are met, the EnBW employee, who would otherwise have to spend a lot of time processing the application, has nothing more to do - because a confirmation with a welcome letter and further information is then automatically sent to the new member," explains Monika Wisser.

The digitalvalue-added features include , for example, a HubSpot-basedvoucher app that generates personalized voucher codes. With these vouchers, new EnBW members receive discounts for events - on top of which they help to attract interesting new members to EnBW. Another bonus: anapp for automatically distributing members to their responsible advisors based on two central EnBW criteria: Region and trade.