Giving Britain's small businesses energy to grow
npower is one of Britain’s Big 6 energy companies. True have been working with their residential and business teams for over 10 years - a period in which the energy industry has totally transformed.
npower Business have a small team but big ambitions. They needed help to curb dropping customer retention rates and maintain acquisition levels, but their tendency to think business-first rather than customer-first meant they were struggling to generate meaningful results from their efforts.
Through a series of planning workshops, we mapped the acquisition and retention journeys from a customer’s perspective.
We conducted our own research into the world of small businesses to give our communications relevance and appeal. We designed new ways-of-working to help the client team think ‘content first’ rather than by channel, and achieve better integration, efficiency and effectiveness of content production. This gave us greater flexibility in targeting and re-targeting through the key channels the client could afford within a limited budget, such as email and paid social.
Based on the truth “business people are people too” we identified a role for personality, humour and positivity to cut through, especially in an industry as dry as Business Energy.
Our acquisition activity showed how npower’s support and competitive Superfix tariffs can superpower small businesses to be the best in class using distinctive, idiosyncratic imagery.
npower has a Business Rewards programme for retention, so we used that to thank the unsung heroes in every business.
Our festive campaign told the story of Bob, Santa’s assistant and the real hero of Christmas. http://campaign.npowerbusinessrewards.co.uk/
Our campaign work dramatically changed the tone and prominence of Npower’s organic customer campaign activity, as well as tactical paid-media campaigns.
The rewards programme is a key retention tool and this campaign pushed sign-ups over the year-end target.
The result at the end of year 1 of this way of working was that we had helped them stem the declining retention rates and are on track to significantly increasing retention in year 2.
True give us invaluable digital support Rachel Mills, Head of Digital Optimisation, npower