. James Reilly Electric Ireland ‘Powering Rewards – small ways to energise our customers’

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Presentation transcript:

. James Reilly Electric Ireland ‘Powering Rewards – small ways to energise our customers’

The Electric Ireland story 2009  100% of the electricity market under ESB Customer Supply.  Competition was introduced – BGE, SSE Airtricity.

 Deregulation of the electricity market  Launching a new brand name … Electric Ireland.  While… launching into the gas market.  And… launching campaigns to win back customers The Electric Ireland story 2011

 Achieved our market share threshold.  More competitors entering the market – Prepay Power, Energia.  Created a stronger retention strategy including a loyalty programme The Electric Ireland story

Competitive Prices / Offers A Loyalty / Reward Scheme Great Service  Accurate, timely billing  Contact centre excellence  Self care, social care Bundling  Dual Fuels  Gas Boiler Service, Smart Heating controls  Best offers for existing customers Home Energy  Advice on energy saving  Energy usage info Simplicity  Simple offers  Simple language Customer loyalty & retention

Why launch a loyalty programme?  Reduce High Value customer churn.  We listened - our customers wanted value and be rewarded for their loyalty.  We wanted to reframe value in the customer’s mind – not just about price.  Improve NPS scores.  Offer something unexpected from an energy company.

Review customer segmentation & data to identify target groups and potential offers and rewards. Series of workshops with internal and external stakeholders. Extensive strategic planning process over nine months. MONTH NINE START Developing our loyalty strategy Research customers groups on different propositions.

What our research told us!  Keep everything simple!  Offer rewards that are genuinely of use and of value.  Importantly, the programme had to allow customers save money on electricity and gas bills!!  Keep it fresh and updated!

Our challenges  No retail presence so no face to face engagement to grow our loyalty base!  A large, diverse customer base with different interests and expectations.  Needed to deliver an online only solution.  Making a utility interesting and relevant.

Finalising our framework

Our framework Reward customers when they participate. Offer rewards that are better than they can get anywhere else. Integrate the loyalty programme into all customer facing business areas. Activate our sponsorship activities & bring them to loyal customers. Use communication to show relevance & understanding Update regularly to keep the programme fresh.

Three key pillars to the Programme Powering Rewards SuperValu Real Rewards partnership Competitions incl. Sponsorship activations Regular 3rd Party treats & offers

3rd party offers needed to be…. Ideally Irish. Available nationwide. Unique offers OR the best available on the market. Seasonal & relevant to our customer segments. Mix between free rewards and strong offers. The right brand fit for Electric Ireland. Offer a simple idea to make life better!

What offers have been available? Powering Rewards Competitions incl …  VIP trip to the Graham Norton Show  The ultimate VIP trip to Electric Picnic Free rewards from Woodies  Bedding plants.  Christmas decorations.  Energy efficient lightbulbs Offers with brands incl..  Bosch  Eason  Lifestyle Sports  Irelandhotels.com Other rewards incl …  Free €20 SuperValu gift card  Free Lindt chocolate at SuperValu  Free Ice cream at your local SuperValu

Launching Powering Rewards

Think of all your touchpoints!  Ensure support and buy-in from senior management.  Identify all customer touchpoints across the business and integrate into your programme. –Call centre staff –Social media channels –Sales teams –Billing –IVR  Keep all internal stakeholders updated on progress before, during and after launch.

Launching Powering Rewards Launch March 2014 TV campaign RadioRadio SuperValu CRM POS at SuperValu stores Digital Public Relations Internal launch Social Media Outdoor (SuperValu)

Powering Rewards Our website – poweringrewards.ie

Sample of our campaign creatives

Public Relations - KOI campaign  Engaged with influential customers on Twitter.  Ran a surprise and delight campaign using the hashtag #poweringrewards.  Amplified awareness of the programme among their social media followers.  Campaign reached 4.5 million people and trended on Twitter.

Impact &engagement

How have we done?  Over 100,000 customers registered within the first nine months.  €1.5 million saved by Electric Ireland customers on energy bills.  Engagement levels are double original target.  Churn rate for members 30% better than standard business.  NPS score significantly higher than standard business scores.

The future  Evolving our programme for the future.  Stay in tune to what our customers want to ensure the programme can deliver.  Grow customer numbers and engagement levels further in 2016.

Thank you.