Better Business Conversations

Success Stories

Home Heating Energy Provider Excells in Volatile Competitive Market

In recent years, privatization of the home heating market has created a volatile and competitive environment for energy companies. Our client found it was unable to make effective, impromptu price corrections using traditional marketing methods to deliver its message. The results of this gap were clear:

  • Customer base erosion
  • Reduced profits
  • Diminishing market share

With millions of dollars in revenue at stake, the client required a speedy solution.

The Problem:

  • Integrated sales and marketing program to promote brand awareness, customer retention, customer win-back, and increased market share.
  • Rapidly fluctuating energy prices required that the marketing and sales message be changed instantaneously.
  • Lack of up-to-date knowledge about customers' needs and prospects' choices.

The Solution:

  • A Simple Conversation Program - one-conversation programs to close sales, win back customers, and obtain customer insight.
  • Customer insight delivered in the form of a customer buying behavior blueprint.
  • A dynamic messaging model with the ability to present each customer called with an offer tailored to his or her specific needs.
  • An incentive-based new prospect acquisition program.
  • An innovative customer win-back strategy.

The Result:

As a direct result of OnPath's programs, the home energy company achieved:

  • 15,000 sales in eight weeks
  • 12,000 new prospects profiled in two weeks
  • Identification of buying attributes of 60% of the customer base

In addition to these quantitative results, the client also now has:

  • A platform to enable instantaneous price and messaging changes.
  • An end-to-end sales program that will continue to increase market awareness, acceptance, and recognition of its products and services to the target market.