Picture: Allgäuer Überlandwerk GmbH

Allgäuer Überlandwerk GmbH

Customer segmentation with Business Intelligence applications

"QlikView ensures more transparency and a better understanding of our customer data. The action planning can be much more targeted and the change process can be visually presented in a very different dimension.“

Richard Hof, Development and Integration, IT Department, Allgäuer Überlandwerk GmbH

Company Profile

Allgäuer Überlandwerk GmbH (AÜW) is the largest regional electricity provider at the Allgäu region with 90,000 private and business customers. The Kempten-based energy provider sold a total of 1,069 million kWh of electricity in 2014. In 2015, AÜW generated around 80 million kilowatt hours from renewable energies at its own ten Allgäu hydroelectric power plants.

Initial Situation

For several years already, the company has been using Business Intelligence solutions for analysis and reporting purposes. "Our goal was to grant employees in the departments an independent access to relevant SAP and non-SAP data. Furthermore, a graphical representation of the query results was important to us to ensure an easy understanding of the data," explains Richard Hof, Development and Integration, IT Department, Allgäuer Überlandwerk GmbH.


As a BI platform, AÜW chose Qlik, whose memory-based basic technology allows the connection of almost any data source. The intuitive solution for self-service data visualization and analytics also features a highly user-friendly interface and extensive options for the graphic representation of the evaluation results. Regarding the implementation partner, the energy provider opted for COSMO CONSULT BI GmbH. "The deciding factor was the high level of competence both in terms of the energy industry and regarding SAP IS-U. We already noticed in the first conversation that COSMO CONSULT really is in the topic. "COSMO CONSULT also offers preconfigured dashboards for the energy and utility market with its cc | bi energy solutions. Customers benefit from short development times and a correspondingly fast production launch of BI applications that can be adapted to individual customer needs.

Initially, a trial setup was installed, allowing AÜW to test Qlik and COSMO CONSULT's dashboards thoroughly for a month. Subsequently, COSMO CONSULT received the order for the realization of cockpits customized to the specific customer requirements for customer segmentation, customer current accounts, data quality management and sales. "Within three days, the system was up and we were able to use a first application," says Mr. Hof.


Areas of Use and Benefits

The implementation of four cockpits for key users from the areas of energy procurement, marketing and sales, service processing and billing will occur step by step.

The cockpit change monitoring includes analyses of customer behavior including graphical visualization of the changing behavior. For example, terminations can be evaluated based on criteria such as product and region as well as competitors to which the customer is changing. In addition, evaluations of the value of the customer are available. Based on these information, suitable customers can be identified for churn prevention measures. Furthermore, predictive reports are available to visualize how this development could progress perspectively. But that is not all, energy procurement uses the data for planning the procurement quantities.

The sales cockpit maps consumption patterns to provide information for effective product and campaign design. The segmentation of customer data according to criteria such as age, region, technology and ecological affinity etc., enables target-oriented product planning and customer contact. In addition, different time periods can be compared to graphically show how the customer base in a segment has evolved in terms of customer value and risk potential. The quality management cockpit allows you to check the quality of SAP IS-U data. These are tested against each other and checked for plausibility. Incorrect data records are forwarded to the respective input level for processing - for example the call center - for correction.

The current account cockpit for the ad-hoc release of the status of the Contract Accounts Receivable and Payable based on the standard SAP IS-U tables is currently being set up. In the long term, the cockpit should replace the ABAP and SQL evaluations.

By using the Qlik-based cockpits, the specialist departments benefit from more scope for analysis and transparency regarding all customer data and thus the possibility of implementing measures that are more efficient. By reducing the programming effort, Hof also expects a possible time saving for IT of up to 20 percent. "For us, Qlik was the last missing piece of the mosaic for an effective BI use which relieves the IT and allows the users to directly access the customer information", concludes Hof.


The final implementation of the cockpits will take place step by step in the next few months. Furthermore, applications for other areas are thinkable - for example for the monitoring the in-house connections.

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