Switching. It’s become a common and accepted behaviour amongst electricity customers, and is most prevalent as customers experience bill shock in the colder winter months. All of the major energy retailers in the market ramp up their marketing activity at this time of year to target customers and convince them to switch.
We couldn’t afford to (nor did we want to) match the highest credit incentive in the market. Instead we decided to change the conversation and use our data insights to drive highly relevant messaging through different channels.
Based on the customer insight that your electricity bill is a grudge purchase, we developed the Genesis Energy bill holiday concept – allowing customers who joined us to take a holiday from their bill for a month and potentially win a trip to the sun at the same time.