Scottish & Southern Energy (SSE) appoints EuroDirect to power acquisition strategy
Electricity and gas supplier Scottish & Southern
Energy SSE, the UK's 4th largest energy company in the UK with
almost 6 million customers, has appointed data specialists
EuroDirect to help drive its customer acquisition
programme.
EuroDirect has been tasked with developing a prospect pool based on
Scottish & Southern's Energy's SSE 's existing customer base,
to identify potential custom ers based on energy consumption, churn
rate and their propensity to be receptive to outbound telesales
techniques . A selection of current customers, lapsed customer
postcodes and a random sample of individuals acquired using
outbound telesales will be used to find look-a-like
prospects.
Each sample will then be profiled against EuroDirect's suite of
CAMEO Classifications and Data Exchange, which includes more than
250 distinctive variables, to identify which attributes best discr
iminate their customers and build a picture of their lifestage,
affluence, credit risk, shareholder activity, property price,
unemployment, age, occupation, Electoral Roll characteristics,
lifestyle and consumer behaviour. This intelligence will then be m
odelled across the entire Data Exchange universe to provide a
highly targeted and vast prospect pool.
The prospect data will be made available to the Scottish &
Southern Energy SSE field sales teams 24 hours a day, seven days a
week, 365 days a year across three sites using EuroDirect's online
data interrogation software Intelligence Creation. This software
will also enable Scottish & Southern Energy SSE to segment the
data and plan future sales and marketing activities.
To help target their offer mor e appropriately to prospective
customers, EuroDirect will be incorporating credit profile data
from sister company Callcredit.
Ewan Currie, Energy Sales Data Manager at Scottish & Southern
Energy SSE comments:
"It is great to be working with a company like EuroDirect, who like
ourselves, have fresh and innovative ideas. Using their software
enables us to bring our thoughts to fruition in order to get the
most from the available data in the marketplace and thereby
increase sales and offer even better value for money."
John Dobson, Managing Director at EuroDirect comments:
"It's highly encouraging to see a leading utility company such as
Scottish & Southern Energy SSE embrace data intelligence to
drive their customer acquisition and retention strategies. By
analysing its existing customers, Scottish & Southern Energy
SSE can ensure its prospect database is populated with identifiable
characteristics which can improve the efficiency of its marketing
sales spend , increase conversion rates and minimise the threat of
competitor activity."