British Gas: Getting back to great and staying there
CHI & Partners
Executive Summary
In 1986, following privatisation, British Gas was pronounced Britain's most popular brand. Twenty years later it was just another energy company, losing 40,000 accounts every month.
In 2008 the new Managing Director, Phil Bentley, took urgent action to turn the business round. He outlined a two-year vision to 'Get back to great' and put the business back into growth in two years. The way to achieve this was to reduce the churn to a more sustainable level. The focus needed to be on the customer.
CHI,...