Scottish & Southern Energy (SSE) appoints EuroDirect to power acquisition strategy

18 February 2005

Electricity and gas supplier Scottish & Southern Energy SSE, the UK's 4th largest energy company in the UK with almost 6 million customers, has appointed data specialists EuroDirect to help drive its customer acquisition programme.

EuroDirect has been tasked with developing a prospect pool based on Scottish & Southern's Energy's SSE 's existing customer base, to identify potential custom ers based on energy consumption, churn rate and their propensity to be receptive to outbound telesales techniques . A selection of current customers, lapsed customer postcodes and a random sample of individuals acquired using outbound telesales will be used to find look-a-like prospects.

Each sample will then be profiled against EuroDirect's suite of CAMEO Classifications and Data Exchange, which includes more than 250 distinctive variables, to identify which attributes best discr iminate their customers and build a picture of their lifestage, affluence, credit risk, shareholder activity, property price, unemployment, age, occupation, Electoral Roll characteristics, lifestyle and consumer behaviour. This intelligence will then be m odelled across the entire Data Exchange universe to provide a highly targeted and vast prospect pool.

The prospect data will be made available to the Scottish & Southern Energy SSE field sales teams 24 hours a day, seven days a week, 365 days a year across three sites using EuroDirect's online data interrogation software Intelligence Creation. This software will also enable Scottish & Southern Energy SSE to segment the data and plan future sales and marketing activities.

To help target their offer mor e appropriately to prospective customers, EuroDirect will be incorporating credit profile data from sister company Callcredit.

Ewan Currie, Energy Sales Data Manager at Scottish & Southern Energy SSE comments:

"It is great to be working with a company like EuroDirect, who like ourselves, have fresh and innovative ideas. Using their software enables us to bring our thoughts to fruition in order to get the most from the available data in the marketplace and thereby increase sales and offer even better value for money."

John Dobson, Managing Director at EuroDirect comments:

"It's highly encouraging to see a leading utility company such as Scottish & Southern Energy SSE embrace data intelligence to drive their customer acquisition and retention strategies. By analysing its existing customers, Scottish & Southern Energy SSE can ensure its prospect database is populated with identifiable characteristics which can improve the efficiency of its marketing sales spend , increase conversion rates and minimise the threat of competitor activity."

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