Mémoire-projet

Abstract

TotalEnergies has decided to review and adapt its offering to better position itself in the energy market and improve its image. The Pixel and Pixel Blue products were launched last September. This represents a major renewal of the company's offering, which had not been reviewed for seven years in terms of traditional electricity and gas contracts. Both products are intended to be digital equivalents, offering the possibility of easily managing one's contract via tools such as the application or the online customer space. The difference between these products lies in the level of service they offer. Pixel is a purely digital product, while Pixel Blue offers additional services. Currently, the company's problem is that the differences in service are not tangible enough for customers. This is why the company would like, through the Pixel Blue product, to improve its perceived value in order to increase customer loyalty. This will take the form of improving uptake of the product (up-selling), improving uptake of additional services linked to the product (cross-selling) and developing more additional services to improve the value perceived by the customer.