Npower had around 1.1 million customers who had signed up to Paperless Billing. In order to grow this number the client was keen to explore potential barriers that exist to use this form of billing and therefore what messages will aid take up. The client was also keen to identify customer segments to target.
To improve usage targeting and optimisation of messages concerning paperless billing.
The client commissioned a qualitative exercise that encompassed 2 focus groups.
The research revealed a mix of views and attitudes within the groups which has provided some steer as what the key inhibitors to activate the service may be and might motivate customers.