Gem of the day

In the wake of a massive outburst of negativity towards British Gas from government, customers, media - pretty much everyone, and deservedly so - what could be a better gem than a self-serving case study from four years ago by an agency looking after the company's brand?

"British Gas was finding customer retention increasingly difficult...Carat insight showed that 88% of British Gas’ brand perceptions were driven by customer experiences rather than communications...In 2009 British Gas set out to become the first ever sponsor of British Swimming and turn around the perception of their brand."

So here's a valuable insight into the head-in-the-sand mentality of BG and its peers in the energy sector - rather than addressing the core problem with the service provided to customers, they decide to focus on brand perception. Now there's a short-lived investment.

No comments:

Post a Comment