Examples of referral programs at leading utilities brands

To understand why utilities (natural gas, electricity and water suppliers) are increasingly looking to harness positive word-of-mouth to gain new customers via referral marketing, we need to look at the challenges utilities marketers face.

First, as the name suggests, a ‘utility’ is something that’s seen as interchangeable commodity, and if you switch gas, electricity or water supplier you get exactly the same gas molecules, electrons and water flowing through your pipes and cables. And so, at least in developed countries, changing supplier doesn’t typically impact the nature or regularity of the supply of gas, electricity or water to your home or business. So it’s hard to compete on product, other than by offering some nice apps and IOT applications to monitor and control your usage. And being a regulated business means that there’s usually a whole heap of red tape that restricts the kind of marketing that can be done, and what can be included in product bundles.

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happ-e by ENGIE and Buyapowa team up to bring clean energy to French homes with refer-a-friend

happ-e and Buyapowa team up to bring clean energy to French homes with refer-a-friend

happ-e is a French energy provider created by ENGIE in 2014, and primarily intended for young people looking for simplicity and speed to take out an energy contract for their home.

It offers everything you need, no more, no less, and at the best price. It is a tailor-made brand, which adapts to the lives and needs of its customers.

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Examples of Referral Programmes at Leading Telecoms Brands

Examples of leading telecoms referral schemes
 

To understand why telecoms marketers have turned towards referral or member-get-member programmes, we first need to look at the daunting challenges they face.

On the one hand, the demand for mobile, fixed line and broadband services never ceases to stop growing. Users now just expect the highest-possible quality streaming to their fixed and mobile devices, with all the huge capex requirements in fibre networks5G etc. that necessitates.

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PFP Energy launches a referral programme powered by Buyapowa

PFP Energy is on a mission to be more than just a supplier of affordable energy, they’re also a not-for-profit that takes good care of their customers’ communities. In fact, that’s why PFP stands for ‘Profit for Purpose’!

Being owned by the not-for-profit UK Housing Association means PFP can focus on the important stuff, like supporting local communities and investing money and allocating resources where they’re needed most.

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Buyapowa helps OHM Energie bring green energy to more customers with refer-a-friend

Buyapowa helps OHM Energie bring green energy to more customers with a referral program

Innovative French clean electricity provider OHM Energie believes that environmental protection should be a priority for energy providers.

As they say in their mission statement, “The energy sector has evolved a lot over the past ten years without you really benefiting from these developments.” So their commitment to their customers is to ensure that, across France, people can benefit from these emerging technologies, green energy initiatives and smart innovations.

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The Guide to Customer Retention, Loyalty & Referrals

While surely everyone knows the famous quote that acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one, it’s strange why so many brands still focus so much on acquiring new customers instead of focusing on their existing ones. Because improving the experience for existing customers will not only increase customer retention and the bottom line, but also create satisfied customers that can become brand ambassadors to help acquire new ones.

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