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Myoffers Research: Uk Energy Industry Retail Marketing Report Contents Page © MYOFFERS RESEARCH: UK ENERGY INDUSTRY RETAIL MARKETING REPORT CONTENTS PAGE 3 Our Services 101 Rankings 102 Ranking Comparisons 4 Order Form 107 Customer Service Benchmarking 5 Introduction 108 Opening Times 109 Time to Answer 8 Website Review 110 IVR 9 Website Agility 111 Results 12 Website Audience Profile 24 Website Performance KPIs 113 Price Comparison Websites 27 Mobile and Desktop Device Efficiency 114 PCW Commission Analysis 123 Website Performance KPIs 38 Search Engine Optimisation 126 Mobile and Desktop Device Efficiency 39 Introduction 40 Organic Search Visibility 130 Outbound Calling 44 Organic Search – Winners & Losers 133 What Audience Do You Want To Market To? 46 Breadth of keywords 135 The Great Energy Switching Mystery 53 Brand Search Volume 58 Linking Root Domains 136 Tariffs 61 Authority of Linking Root Domains 137 Introduction 64 Link Growth 138 Regional Energy Direct Debit Tariff Analysis 68 Domain Authority - Dual Fuel 71 Social Signals 142 Regional Energy Direct Debit Tariff Analysis 74 PPC – Pay Per Click - Gas only 146 Regional Energy Direct Debit Tariff Analysis 77 Social Media - Electricity only 78 Facebook Content & Ranking 150 Regional Energy Direct Debit Tariff Analysis 82 Twitter Content & Ranking - By PES region 164 Regional Energy Pre-paid Tariff Analysis 86 Energy Market Benchmarking - Dual Fuel 87 Background and Methodology 166 Regional Energy Pre-paid Tariff Analysis 88 Number of calls made to each company - Gas only 89 Overall Customer Experience 168 Regional Energy Pre-paid Tariff Analysis - Electricity only 90 Connection 170 Regional Energy Pre-paid Tariff Analysis 91 Welcome - By PES region 94 Discovering 96 Advocating 184 Our Services 99 Closing © MYOFFERS RESEARCH: UK ENERGY INDUSTRY RETAIL MARKETING REPORT 174 ORDER FORM Save 15% when you subscribe to four issues of the UK Energy Industry Retail Marketing Report. SUBSCRIPTION COST £3,380 +VAT (£845 +VAT Single Issue £995 +VAT Four Issues ݱ per issue ) Subscription Order Form Please complete the attached subscription form and email to [email protected] or post to UK Energy Industry Retail Marketing Report, Accounts Dept, MyOffers Limited, 46 Gillingham Street, London, SW1V 1HU. Please subscribe me to ...... issue(s) of the UK Energy Industry Retail Marketing Report. MY DETAILS Title: First name: Last name: Job title: Company: Address : City : Postcode: Phone number: Email address: Method of payment: Please tick as appropriate Cheque: I enclose a cheque for £.............. payable to MyOffers Limited Bank transfer: Please make all transfers to the account details below. Credit Card: Please call our accounts team on 020 7932 4183 to process card payments BANK DETAILS Bank: Barclays Bank Acct Name: MyOffers Limited Account No: 63373657 Sort Code: 20 36 47 © MYOFFERS RESEARCH: UK ENERGY INDUSTRY RETAIL MARKETING REPORT INTRODUCTION Since MyOffers Research published the first edition of the UK Energy Industry Retail Marketing Report in December 2015 we have received considerable positive feedback. This second report not only updates the information we reported in December, it also includes comparisons to show how key marketing channels have evolved. It additionally identifies industry- wide weaknesses and areas on which some utilities should be focussing to improve their business performance. Company Website The importance of a good website cannot be overstated. A site that is quick, agile and user-friendly will appeal to time-poor consumers. In December 2015 we identified just two websites that were able to deliver an indicative savings quote in seconds, based purely on their postcode. Now there are 11 such websites. A website that can secure a consumer’s interest in seconds with a great price is more likely to see them follow through to switch utilities when compared to those websites that require a consumer to complete 10 -15 actions before they even see a savings quote. To see our tables charting website agility, performance KPIs, device efficiency and website user profiles turn to page 8. Search Engine Optimisation and PPC Having a good website is important but making sure that it is fully optimised for search engines is critical. Our updated SEO reports identify the winners and losers for organic search and shows how utility websites are scoring for breadth of keywords, search volumes, link growth and more. Paid search is a popular tool to enhance website traffic even if it is only to protect a utility’s own brand. Some companies however are missing this whilst competitors bid on their brand. These reports start on page 36. Social Media Particularly for the challenger brands, having a well integrated social presence will boost a company’s profile and keep their customers informed and educated. Many of the challenger brands have embraced social media and score significantly higher than some of the ‘Big Six’. See the latest statistics in page 75. © MYOFFERS RESEARCH: UK ENERGY INDUSTRY RETAIL MARKETING REPORT Energy Market Benchmarking Benchmarking is a powerful tool for assessing the quality of service being delivered by the front-line teams, who are responsible for the all-important initial contact with customers and prospective customers. Our research found that although agents are good at selling their products, there is an industry-wide weakness when it comes to asking questions about what the customer wants from a supplier. Agents were good at structuring calls in a logical order, especially the companies who have a system to follow on their screen that allows for little deviation. On the other hand, there was inconsistency when it came to using benefits to tailor the product to the customer’s requirements. We recorded that there are instances with some of the challenger brands where customers were not asked if they wanted to go ahead with the switch, but were simply given the information and left to close the call themselves. There is scope for vast improvement by some utilities in the way they interact with their customers. Read the full benchmarking report starting on page 84. Price Comparison Websites On the face of it, paying a commission to a price comparison site to generate potential customers seems like a simple and effective method of building a business. However, we have established that many of the utilities that have used this as their main strategy have found it to be seriously flawed. Unless the utility is able to offer one of the cheapest tariffs available why would a consumer choose to switch to them? Spending valuable marketing budget driving traffic to comparison sites, only for the consumer to sign up to a different utility that offers a cheaper tariff than you, seems foolhardy. And once consumers have experienced price comparison websites they are likely to be open to future money saving offers from them. It’s widely recognised that around 15% of UK households have switched their energy provider. However that leaves a substantial audience of 85%(23m) of UK households who have not switched. That untouched audience will not be familiar with the comparison sites and will listen when a utility tells them that they can save £100s on their gas and electricity. A highly effective way to target this audience is via direct contact with the consumer. Unlike price comparison websites, outbound calling allows the caller to create a personal one-to-one relationship with the consumer. Yours might not be the cheapest available tariff but the consumer doesn’t see all of your cheaper competitors. All they know is that you can save them £300 - £400 compared to what they are currently paying for gas and electricity. © MYOFFERS RESEARCH: UK ENERGY INDUSTRY RETAIL MARKETING REPORT Outbound calling is very scalable, is easy to control and is available in volume. Typically a competent agent should be able to sign up 10.5 customers per day. With just 10 agents a utility would generate around 500 new customers each week, all without the need of paying commission to a comparison site. Turn to page 111. Tariffs We have updated our tariff tables which give a snapshot of the cost and number of tariffs available from each utility in all of the PES areas for dual fuels, gas only and electricity only. These tables start on page 134. Lionel Thain, CEO – MyOffers Research [email protected] If you would like to receive extra hard copies of this report or you have any comments or suggestions, please email me at the address above. Copyright Statement All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form, by any means, electronic, mechanical, photo-copying, recording or otherwise, except brief extracts for the purpose of review, without the written permission of the publisher and copyright owners. © MYOFFERS RESEARCH: UK ENERGY INDUSTRY RETAIL MARKETING REPORT WEBSITE AGILITY WEBSITE AUDIENCE PROFILE WEBSITE PERFORMANCE KPIs MOBILE AND DESKTOP DEVICE EFFICIENCY © MYOFFERS RESEARCH: UK ENERGY INDUSTRY RETAIL MARKETING REPORT WEBSITE AGILITY MyOffers Research wanted to find out how quick and easy it is to get a quote from each of the utility websites, how many hurdles do consumers have to jump to find out if they can save money on their energy costs? METHODOLOGY The following analysis is by no means an exact science but gives a flavour of how user-friendly and agile utility websites are. Armed with a stopwatch we have visited each website and applied for a savings quote using the same parameters each time. Location: North West Kent* Property: Two bedroom semi-detached house Fuel Type: Dual Fuel Usage: Unknown (so selected medium option) Payment: Monthly Direct Debit *For utilities such as Bristol Energy and Peterborough that only supply energy locally we entered a local postcode. For each utility the stopwatch was started on the first click after the postcode had been entered, this allowed us to get comparable times for how long and how many actions were required to be shown a savings quote.
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