SSE is a British electric utility company headquartered in Perth, Scotland. At a time when the energy market was deregulating there was the requirement to measure loyalty amongst SSE customers in order to ensure all was done to retain customers.
To identify customer / organisation needs in the developing deregulated energy market, to identify which service elements promote and demote customers’ commitment / loyalty to SSE, to identify the frequency of measurement and appropriate responsibility to provide continuous feedback.
A large scale qualitative investigation (17 focus groups) of customer demographics covering the full make up of the client’s customer base as well as competitors.
Results provided the springboard for the development of a customer acquisition and retention model and an associated loyalty/dependency model. The market research enabled the development of suitable measures that were implemented in order to monitor the company’s success. Find out who else we have helped in the utilities industry.