British Gas: Unified Marketing Unlocks Value

British Gas had historically used a product ladder marketing strategy, executed through push communications. While channels and technologies operated in silos, the utility envisioned engaging customers in relevant, timely conversations and building lasting relationships. British Gas realized that reengineering its customer decisioning platform would unlock key improvements for customers and create more value from the company’s significant data assets. The envisioned real-time customer decision environment would host inbound and outbound channels on a single platform. “Product push” would be replaced by customer conversations, supporting customer experience, levels of recognition, and personalization. With daily data updates, the company believed, latency for outbound campaigns would be reduced by 95%.