British Gas uses analytics to build deeper customer relationships

SAS® helps British Gas to drive revenue through becoming a customer centric organization

British Gas, one of the UK’s biggest energy suppliers, will use high-performance analytics to offer its customers more relevant products thanks to technology provided by SAS, the global leader in business analytics. As well as increasing the depth of customer relationships, the solution will deliver significant benefits through improved marketing efficiency.

Combining the best SAS reporting and analytics capabilities, British Gas is implementing a solution that will optimize outbound marketing campaigns and help the company make the most of every customer interaction. Insight from data gathered will also provide input into the overall strategy to become a customer-centric organization. The company ultimately aims to use SAS software to better understand its customers and improve customer loyalty.

Steve Thomas, Head of Campaign Decisioning at British Gas, said: “We’re looking to improve the response rate to campaigns by using analytics to tailor our offer to each individual customer. Ours is a highly competitive market, and we want to better understand our customers through improved analytics. SAS helps us enhance our marketing campaigns and shape the British Gas goal of becoming a customer-centric organisation. All this can be managed through our relationship with SAS who provide us with a service that perfectly complements our existing processes.”

Mike Pell, executive director, SAS UK & Ireland, commented: “Meeting customer needs is a major challenge for energy providers and one of the reasons is the lack of insight to deliver what customers really want. In a sector as competitive as energy, it’s crucial that companies like British Gas are able to collect and analyse consumer data to give them the power to know more about customer preferences.”

SAS solutions For British Gas

Marketing analytic solutions from SAS offer the processes and technologies that allow marketers to plan, coordinate and evaluate the success of their marketing initiatives. By putting data in the hands of business users, marketing programs become more effective and the organization more efficient in execution.

SAS® Visual Analytics enables organisations to easily map out and understand analytic insights and share those with employees and customers across the business. It delivers rapid in-memory analysis for quicker analysis, and interactive dashboards for reporting in-depth data visualization.

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