British Gas Rewards

Business Issue

British Gas, facing erosion of its bottom line due to competition in the price-driven UK energy market, has launched a £100m customer reward program featuring innovative product bundles to engage and retain its loyal customer base.

The challenge was to design and build an innovative AI driven Loyalty solution that interlaces customer value, product promotions, 3rd party loyalty offers with an on-brand experience

Solution

Adqura used the Pega CDH product as the baseline to build a loyalty and rewards solution that comprises of a self serve portal (Microsites), personalised offers, tracking and allocating of vouchers and 3rd party fulfilment.

Rewards are offered to customers based on their value, personalised preferences and available promotions. It also allows British Gas to introduce its customers to different product lines with discounted offerings with personalised benefits.

The program was supported by a major above the line awareness campaign on Social Media, Radio and TV. In parallel the commercial teams built up a rich set of 3rd party discounted (& free) promotions that were offered to customers based on their value

Results

Increase in NPS rates well above any other historic marketing initiative.
Increase in customer engagement metrics and opt-ins.
Measurable increase in customer value for engaged customers.
British Gas Rewards customer loyalty through personalised offers in a self-serve portal
Customer value drives rewards offered
Focus on engagement and NPS scores

We have successfully achieved our key objective of increasing customer contact frequency and engagement metrics by offering customers genuinely valuable and relevant rewards, while also gaining additional benefits such as re-consent, improved NPS, and identification of data quality issues. The amazing team from Adqura played an instrumental role in both our success and the rapid delivery of our Rewards program.

Jo Allen

Business Lead, Next Generation Decisioning, British Gas

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Rewards: Highlights