From Product-Push to Connected Conversation: The British Gas Evolution

From Product-Push to Connected Conversation: The British Gas Evolution

Breakout
  • Jo Allen, Business Lead, Next Generation Decisioning, British Gas
  • Matt Nolan, Director, Product Marketing, Pegasystems
  • Steve Thomas, Head of Campaign Decisioning, British Gas

Conventional wisdom says inbound and outbound marketing can't co-exist - they're too different. But the modern consumer has demanded a change to the status quo. Unless an organization can flow across channels and adapt to context, consumers simply disengage. British Gas is in the final stretch of a 2-year journey to centralize their decision-making, evolving from a product-push approach to the execution of real-time customer conversations. The organization is leveraging data from across the enterprise to become "channel-less"; they're enabling an optimized experience that's always relevant, timely, contextual, and consistent - regardless of how the customer chooses to engage with their brand.