The challenge

• EDF Energy is one of the UK’s leading utility brands with over 5 million customers and 11,000 employees
• As with most UK utilities, the constituent brands which came together to form EDF Energy all shared an interest in customer retention and had all tried various strategies to address this issue
• Our role was to harness this experience and assess whether EDF should introduce a loyalty scheme, and if so, to consider options and recommend a preferred strategy

The task

• Assess the impact of churn across each EDF brand
• Review the effectiveness of past and present loyalty initiatives
• Set realistic loyalty objectives
• Identify a short-list of potential options
• Conduct a cost benefit analysis of the potential options
• Recommend a preferred strategy
• Support EDF during negotiations with a chosen supplier

The result

• Following our recommendation to join Nectar, EDF were successful in securing an exclusive agreement to join the programme, despite interest from a number of larger utilities