British Gas - Rewards
Senior Rewards portfolio manager
Rewards is the British Gas loyalty programme, and our way of saying thank you to our customers. Members get offers, giveaways and bright ideas from us and other brands.
What was the in-market status quo before the proposition was created?
Customers feel all the best deals are only available to new customers and there is nothing to recognise their loyalty. Customers feel undervalued and think all energy companies are the same.
What challenges were you facing as a business?
Low customer engagement and trust resulting in customer losses. We launched Rewards to help our customers engage with us emotionally and rationally, gaining trust by being fair and truly putting existing customers first.
What impact has the proposition had?
Rewards has only been live six months and customers are signing up well ahead of our expectations and target. We’ve launched fourteen exciting new personalised offers from us and other brands that are exclusive for Rewards members. Absolutely nobody else can get these. Offer redemption has exceeded expectations and , although early days, customer engagement is showing green shoots which is very encouraging.
Rewards is a big success story for British Gas. From ideation to market in just a few months it’s easy to see why.