OVERVIEW

PHI is in the business of creating efficiency. Energy efficiency. Billing efficiency. Efficiency and excellence in customer experience. 

And we know that online bill pay leads to higher customer satisfaction scores, as well as reduced costs for utilities–both good things.

OBJECTIVES:

1.

Drive participation in Atlantic City Electric, Delmarva Power and Pepco Autopay and eBill programs in the residential customer base. 

2.

To utilize the data available, create efficiencies, focus the effort and spend, and to create a compelling case study that is scalable and replicable. 

HIGHLIGHTS:

With over 55k new sign-ups (132% Positive ROI) during what is historically an unengaged time of the year (the holidays), the campaign had a strong performance.

Marketing KPIs exceed industry benchmarks by a significant amount, sometimes doubling or tripling the performance of a particular channel.

CHALLENGES:

From timing challenges, to web code freezes during the process that impacted our ability to build an ideal landing environment, to challenges with the propensity model data – the campaign had some hurdles to overcome. We solved for most of them (while also stepping into a global pandemic), and the fact that we were able to achieve such success in the face of those challenges is notable. 

OPPORTUNITIES:

Custom Covid-19 messaging to emphasize all the ways the utilities are stepping up remote services to ensure the safety of customers and employees. And eBill, in particular, is a great example of one less piece of mail that customers have to get right now.