The price of energy is something that consumers are always worried about. Since the recession took hold, household budgets have become increasingly stretched and so people are keen to find the best possible deal in order to make sure they can make ends meet.
With the rollout of the Green Deal – which allows people to make energy-saving improvements to their homes without having to pay all of the costs up front – the government has sought to tackle the problem. However, energy companies should not forget they have a responsibility to keep their customers interested in their own brand and soften the blow of these seemingly constant price increases.
Car insurance website CompareTheMarket has developed a whole microsite offering off the back of its popular CompareTheMeerkat adverts. This is a perfect example of how brands can use promotional merchandise to bring about a hike in customer satisfaction. Across YouTube, Facebook and Twitter, the brand interacts with customer in the guise of Aleksandr Orlov, star of the TV adverts.
When people renew their car insurance, they get a free doll from the organisation. The success of the campaign has forced other companies to reassess their activities – which is often considered the true marker of a successful campaign by many. Another example is PG Tips, which uses a monkey to advertise its products.
This is a fantastic way to engage with customers, as they feel they are getting some added value out of the purchases they make. Both of these cases highlight how important it is for brands to assess their strategies and adopt them to fit the times. While prices can only be reduced by so much, companies need to recognise there are other ways to make sure customers think they are getting a good deal.
Consumer loyalty is essential for energy companies, but it is something that has to be actively worked on. Businesses cannot just expect customers to stay loyal regardless of the quality of service they are receiving, but instead firms actively need to make sure they are making them feel valued.
This can be done in a number of ways, such as keeping in touch through email marketing, sending them branded gifts and posting out thank you cards. If you show consumers you care they should remember this and bear it in mind when it comes to signing a new contract.
As the energy sector is quite a crowded marketplace, energy providers should always be looking to build brand awareness. By setting yourself out as a market leader, you are much more likely to attract floating customers who are not sure about where the best deal is to be had.
One way to create the right impression is through distributing a range of promotional items to your target audience. For example, giving out practical gifts such as promotional bags and printed travel mugs not only offers you the chance to showcase your logo, but also allows you to develop a long-lasting impression.
What tools do you think are best for boosting customer satisfaction? Get in touch with any experience you have of using promotional items.