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Overview: Using data and email to support the most vulnerable with Northern Powergrid
Using data and email to support the most vulnerable with Northern Powergrid
Northern Powergrid is a Distribution Network Operator (DNO), it is responsible for maintaining and managing the electricity distribution network. Without a direct channel to customers, Northern Powergrid needed to better understand and communicate to service users, specifically in relation to potential vulnerability and the need to access priority services to ensure that power, and further support, was available when required.
Challenge overview
As a Distribution Network Operator (DNO), Northern Powergrid needs to maintain a Priority Services Membership (PSM) to provide additional support to vulnerable customers during power cuts or other emergencies.
However, there were gaps in registrations from rural customers, and reaching out to them through appropriate channels was crucial. Moreover, the cost of living crisis in the UK added to the concerns of vulnerable customers who struggled to pay bills and heat their homes.
Challenges
- Understand customer demographics and needs
- Ensure access to priority services
- Find and communicate with potentially vulnerable customers
View Northern Powergrid Profile
Company Bio:
Northern Powergrid is an electricity distribution company that operates in the North East, Yorkshire and northern Lincolnshire regions of England. As a Distribution Network Operator (DNO), it is responsible for maintaining and managing the electricity distribution network that supplies power to homes and businesses in its service area.
In the UK, there are six DNOs that are responsible for different regions of the country. These companies are regulated by Ofgem, the government’s energy regulator, and are required to maintain and upgrade their networks to ensure a reliable and safe electricity supply for their customers.
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| Company information: | |
| Coverage: | 3.9 million homes |
| Number of employees: | 2,700 |
Solution overview
Northern Powergrid’s Social Responsibility Team used a combination of Experian insight and consented communication channels to develop the solution.
Insight was based on a combination of a Vulnerability Dashboard which leverages Safeguard geographic models alongside Household level scores for likelihood to be impacted by cost of living and fuel poverty.
Following analysis of the vulnerability data two prospect email campaigns were devised to target rural vulnerability and those likely to be in fuel poverty. The specialist Experian email team utilised insight to plan a targeted audience permissioned email address repository alongside campaign creative and deployment.
Experian works with Northern Powergrid to support the most vulnerable using data and email.
Communicate effectively with your customers and prospects
Results
- 13,893 Priority Services registrations with an increased email conversion rate
- Delivered priority services via the PSM and advice on becoming more energy efficient
- Creation of an HTML email template that can be reused by Northern Powergrid for future campaigns
Using data and email to support the most vulnerable with Northern Powergrid
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