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, we conducted two face-to-face customer focus groups representing a range of demographics. The topic guide was design in collaboration with Npower and the groups were moderated (as always) by a senior Turquoise researcher.
The research revealed a mix of views and attitudes within the groups which has provided a useful steer to Npower on the key inhibitors to the service. The focus groups also provided the client with insights into what may motivate customers to make the change.
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