Success Story Stadtwerke München

The Munich Municipal Utilities focus on customer orientation in marketing. Find out more about the implementation of DYMATRIX Marketing Automation for successful campaigns.


The Customer

Stadtwerke München (SWM) is the municipal utility and service company for the state capital of Munich and the surrounding region. The city of Munich is the sole owner of SWM. For many decades, SWM has been providing the citizens of Munich and the neighbouring region with energy (electricity, natural gas, district heating) and fresh drinking water from the Bavarian Alpine Forelands. SWM's services include energy generation and water extraction, energy distribution (electricity and natural gas grids), energy sales, and, through its transport subsidiary MVG (Münchner Verkehrsgesellschaft), Munich's public transport system. In addition, SWM operates 18 indoor and outdoor swimming pools in the Munich city area. Through its telecommunications subsidiary m-net, SWM offers telecommunications solutions. With over 10,000 employees, Stadtwerke München is one of the largest employers in Munich.

Customer logo - SWM

The Starting Position

The private customer management division of SWM Kundenservice GmbH is responsible, among other things, for acquiring, retaining and developing private and commercial customers in the competitive sectors of electricity and natural gas. Customer care is provided through various channels (including a service centre, SWM shops, internet self-service and Facebook) and measures are taken to attract and retain customers (including direct marketing and online marketing). Until now, customer processing has been largely undifferentiated. Since 2016, work has been underway to make it more differentiated and target group-oriented.
To make this possible, the decision was taken to introduce a Next Best Activity application in customer service. As part of inbound customer contacts, this application is designed to provide a holistic customer view and offer customised, prioritised service/sales suggestions that are to be addressed additionally during contact processing.
To be able to supply the NBA application with the correct and up-to-date data, a marketing automation solution had to be implemented upstream. For this purpose, an intuitive and easy-to-use customer selection and automation tool was sought. This should primarily enable clustering of target group segments and enable connection to various communication channels. However, it had to be architecturally open so that it could interact seamlessly with the individually developed NBA Advisor.

Graphic for section - initial situation

The Project Performance

In a blueprint phase preceding the project, DYMATRIX was used to record and further specify the requirements of SWM. As part of the project implementation for phase 1, a campaign and selection layer was introduced as the basis for the marketing automation solution DYMATRIX Marketing Automation and configured to meet the customer's individual requirements. All processes within the solution were set up and automated in such a way that the desired selection and prioritisation, as well as the subsequent export of target group segments to the NBA Advisor, can take place automatically.

DYMATRIX Marketing Automation ensures constant data protection compliance when transferring information, even for future marketing measures that go beyond customer selection and prioritisation.

Graphic for section - Project performance

The Benefits

Just a few months after the project started, SWM was already able to use DYMATRIX Marketing Automation for prioritised customer selections and automatically provide results for the NBA Advisor. As a result, from March 2020, Service Center employees will have access to in-depth insights that provide the basis for better and more targeted customer communication and advice when dealing with inbound calls and written customer enquiries. By improving the knowledge available at the touchpoint service center, the foundation has been laid for even greater customer satisfaction. Enhancing the functionality of DYMATRIX Marketing Automation is easy and can be done independently, giving SWM more flexibility when implementing future marketing processes.

Graphic for section - Benefits

Objective Phase 1

Objective Phase 2

Creation of an intuitive and simple way to select target groups and prioritise campaigns for personalised service centre communication based on a unified and consolidated customer view. Particular attention was paid to ensuring 100% data security throughout the entire selection and transmission process.Expansion of the solution to include further important communication channels, in addition to telephone customer contact. The relevant channels identified were email, digital print (personalised postal mailings), social media and customer surveys.


Key Facts

  • Resource-saving marketing processes through automated customer selection and prioritisation using DYMATRIX Marketing Automation
  • Connection of the data sources e-mail and CRM
  • Data-supported knowledge generation for more efficient customer communication and DWH
  • Great flexibility and simple extensions in the area of customer selection to map further functionalities for future marketing processes
Success Story Header - Stadtwerke München

The SWM Service Center is a central marketing channel for our customer communication. With DYMATRIX Marketing Automation, the processes required for this are not only simplified but also made considerably more effective.

Jörg Trumpetter

Head of Data Quality and Reporting