Case Study - Utilities
Big Six utility company adopts telesurveys for lead generation success
Multi-channel acquisition drops CPA by 31% and hits conversion targets
- Lead generation campaign for Big Six utility company looking to increase their UK market share.
- To supply 140,000 net leads interested in switching utility provider every month, containing no more than 15% pre-payment customers.
- Reduce overall CPA by 15%.
- Deliver a consistent daily flow of leads, helping the client to manage its call centres efficiently.
- Lead generation campaign via telephone and online channels with dedicated account management team.
- Provide design and copywriting service for online collateral and telephone scripting in line with strict brand and compliance guidelines, plus offer expert tele-marketing consultancy advice to client’s call centre partners.
- Use CleanLeads™ platform to control the supply of qualified, verified and compliant prospects from DLG and PDV’s lead generation network.
- Optimise lead quality through sophisticated response tracking, management reporting and source analysis plus effective returns policy system to reduce CPA.
- Increased sales conversion by 28%
- DLG and PDV reduced overall data CPA by 31% and met all other performance targets.
- Successfully piloted telephone lead generation for the client leading to full roll-out.
Background
- Lead generation campaign for Big Six utility company looking to increase their UK market share.
Challenge
- To supply 140,000 net leads interested in switching utility provider every month, containing no more than 15% pre-payment customers.
- Reduce overall CPA by 15%.
- Deliver a consistent daily flow of leads, helping the client to manage its call centres efficiently.
Solution
- Lead generation campaign via telephone and online channels with dedicated account management team.
- Provide design and copywriting service for online collateral and telephone scripting in line with strict brand and compliance guidelines, plus offer expert tele-marketing consultancy advice to client’s call centre partners.
- Use CleanLeads™ platform to control the supply of qualified, verified and compliant prospects from DLG and PDV’s lead generation network.
- Optimise lead quality through sophisticated response tracking, management reporting and source analysis plus effective returns policy system to reduce CPA.
Results
- Increased sales conversion by 28%
- DLG and PDV reduced overall data CPA by 31% and met all other performance targets.
- Successfully piloted telephone lead generation for the client leading to full roll-out.