Campaign: ‘What Do You Think Of Us So Far?’ and ‘Sorry You’re Leaving’
Mercury Energy
Featured in Marketing Magazine May 2003
Background:
Following an internal push with call centre staff, Mercury Energy wanted to monitor the results and identify areas of improvement and training opportunities. We were particularly interested in ensuring potential high-value customers had received satisfactory service. Initially, this was done through a research company conducting telephone interviews, but this was costly and limited to only a small number of customers. So Mercury Energy
‘What do you think of us so far?’ high-value customers receive communication offering them a double movie pass if they answer five quick questions. The general base is offered a chance to win a $1000 Hill & Stewart voucher for answering the questions (one is drawn every 3 months)
‘Sorry, you’re leaving’ customers receive a communication asking them to rank out of five their reasons for leading and go into the draw to win a $1000 Freedom Furniture voucher. They’re also asked who they have switched to and if they’d be interested in hearing from Mercury in the future.
Emailed customers to click through to a personalised microsite where they submit their answers. Mailed customers either respond by mail or go online using their customer number and password to answer the question.
Objectives
- Build a win-back database from the ‘Sorry you’re leaving’ survey of customers, identifying
- who may like to hear from Mercury again and what their key win-back triggers would be
- Monitor results of Mercury call centre staff on key measures at moments of truth – when people first join Mercury and when they leave
Results
- ‘Sorry You’re Leaving’ survey enabled us to tailor our win-back offers for customers
- Identify ex-customers that justify the cost of pursuit
- Used these responses to improve service in the future by identifying areas of improvement and training opportunities for particular staff
- Use the ‘What do you think of us so far?’ survey as a key step in the retention strategy
Campaign: Tauranga Homeshow Acquisition
Mercury Energy
RSVP Awards: Unaddressed Mail – Gold | RSVP Awards: Lead Generation – Gold
Background:
Mercury Energy’s stand at local home shows achieved mainly brand presence, we had been acquiring leads, but felt we should be gaining more. We also couldn’t get people to sign up people on the spot – that’s because it’s not possible for a customer to switch electricity companies unless they know their ICP number and the exact name their current power bill is under. The easiest way to gather this information is by viewing a current power bill.
“Bring your current power bill along to the Tauranga Home Show and get in for free” was the single-minded proposition – but how to simply and compellingly convey it was a challenge as well as overcoming forgetfulness and inertia.
The cost-effective solution was to door drop an envelope, printed like a ticket with ‘Admit One’. People popped their bill inside and brought it along. Easy!
Objectives
- At past home shows the response rate had been about 1500 leads, generated via giving away a free magazine to everyone who filled in a lead generation form. This approach had poor conversion rates when followed up by phone, and incurred additional costs through having to pay telemarketers.
- It was anticipated that we would get fewer leads but the conversion rate would be higher due to the ability to switch them on the spot. The objective was to get 500 people to bring in their current power bill.
Results
The results were phenomenal
- 4083 leads generated a the show 800% above target
- 197 converted into new customers – an increase of 100% from previous home shows
- mailbox drop accounted for 3625 leads, 900% above target