British Gas unveils strategy to get closer to customers

British Gas is to launch an advertising campaign to promote its new personalised tariff service as it steps up efforts to create bespoke products gleaned from customer insight initiatives.

Energy firm’s marketing strategy to create more personalised and mobile-first products through revamped insight offering.

The ‘Tariff Check’ campaign launches later this week (13 February) with TV and press adverts promoting the brand’s pledge to tell customers whether they could be on cheaper deals every six months.

The activity has been developed in partnership with the company’s independent nine-strong “Customer Board” – made up of representatives from eight different regions across Britain – as well as using insight gleaned from 50,000 bill payers from all the major energy suppliers via its ‘Your World’ online crowdsourcing panel. The panel will be expanded throughout the year to support the development of new services.

The launch comes just months after the government announced plans to limit energy suppliers to offering four tariffs. It is hoped the proposals will intensify competition and consequently drive prices down and make the sector more reliant on customer engagement.

Will Orr, commercial director at British Gas, told Marketing Week the brand has made “big strides” in improving its customer insight offering over the last five years but admitted there was a “lot more it could do.”

He adds: “Improving customer service and creating new services that are more individually relevant to consumers predate the latest conversations around regulation. We’ve been doing this for a number of years now.

“This approach to developing brands is why I’ve restructured the commercial team around distinct groups of customers. We’ve also put a new data-platform in last year to allow us to process data faster. Developing services is no longer about commissioning market research – that’s still an element of it – but its increasingly about enabling the business to make real-time decisions based on a better understanding of customer needs.”


To support the strategy, the brand is also planning to launch more mobile-based services, particularly around smart meters, in a bid to open up further customer insight opportunities.

Orr adds: “An energy account can start to become personalised because the customer is accessing it from a very personal device. With smart meters having sim cards in them, there’s further opportunity for us to look at innovative ways people can be more energy efficient.”

Separately, the brand is looking to strike more brand partnerships similarly to its deal with Nectar in a bid to develop new types of services and be less reliant on building awareness around traditional sponsorship deals.

The announcement comes a week after rivals SSE and npower unveiled plans to boost their investment in customer-focused brand building initiatives over the next 12 months.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here