Traditional Case Studies

National Grid

Website Launch

Created a multi-tiered program to educate staff and customers, notify and minimize questions from all affected customers, and script and train call center staff about the most effective and direct way to respond to inquiries about the nuances, benefits and customer requirements with regard to the launch of their new website.

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Broad-Based Awareness Campaign

Educated multifamily dwelling owners and property managers about the benefits of increasing energy efficiency in outside areas, common areas, and individual units.

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Increased customer satisfaction and stimulated customer registration and trial during a new website launch.

Background:

National Grid, one of the largest investor-owned energy companies in the world, was getting ready to launch a new website that would provide customers with a more intuitive, easier-to-navigate experience and unite the global company under one single URL. In the U.S., however, different regions would initially see different enhancements and also be subject to different requirements for account access. More than a million of its six million customers, for example, would be required to create new user IDs.

Assignment:

Create a multi-tiered educational program for both employees and customers, notifying them of enhancements to the website and new requirements for gaining access.

Solution:

A four-week communications program to educate staff, notify and minimize questions from all affected customers, and train call center staff on how to effectively answer inquiries about the new enhancements.

National Grid’s call center staff was trained about the details of the conversion process and the site’s multiple enhancements to customers with a 125-page microsite to help guide customers through all of the changes while on the phone.

All of National Grid’s six million customers were reached through bill inserts, email blasts, newsletter articles, on-hold messaging, social media channels and online banners – each customized by region, as not all would experience the same changes in features and services.

General staff was motivated to explore the new site through an Intranet-based Q&A employee sweepstakes, articles and posters.

Results:

According to a post-launch survey, there was a strong boost in customer satisfaction with the site from 46% pre-launch to 73% post-launch. Within eight weeks, 347,888 of the one million customers requiring new sign-in IDs had made the conversion and 973,516 electronic payments were successfully processed.

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Educating multifamily dwelling owners and property managers about the benefits of upgrading energy efficiency.

Background:

National Grid, like all utilities in the U.S., is required to reduce its carbon footprint. The company, therefore, wants to help all of its customers reduce energy use. Increasing energy efficiency among heavy users — in this case, multifamily dwellings — helps the utility make large strides in their compliance efforts as well as helps customers save money.

Challenge:

Owners and managers of multifamily dwellings — though interested in helping their complexes and unit owners save money — hold back, fearing cost, mess, and disruption for condo owners and apartment renters. In some cases, they are not even aware of the energy-saving opportunities that exist.

Solution:

A broad-based awareness campaign focused on the fact that with energy-efficiency upgrades, quality of life improves as you save money. We produced and strategically placed a series of digital ads, static and animated online banners, half-, full-page and classified print ads, a magazine belly band, a standalone two-sided insert also used as a hand-out, and direct-to-target emails and postcards. We penned articles debunking myths about energy-efficiency upgrades and supported trade show efforts.

Results:

Building management took advantage of energy-efficiency upgrades, tenants spent less on energy, and National Grid helped the environment by reducing their carbon footprint.

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