British Gas: Simply HomeCare

British Gas, Decision Technology and Sparkler

British Gas is the UK's largest provider of home services insurance such as boiler breakdown cover, with over 3.7 million households holding a HomeCare policy. However, the present sales environment is challenging, with an ongoing shift in customer demand towards cheaper on-demand and home emergency products. Against this backdrop, British Gas set a strategic objective of improving HomeCare sales performance through enhancing the online purchase journey and developing new propositions to better meet changing customer demand.

Due to the complexity and cost of implementing changes to the HomeCare product portfolio, alongside the need to avoid disrupting a large existing customer base, it was essential to build a robust business case for investing in change. Furthermore, the high level of regulation in the financial services industry meant that in-market trials would be impractical or impossible. Thus, in preparation for a re-launch of the HomeCare range in Q4 2015, British Gas approached Decision Technology to develop an out-of-market test bed in order to trial changes to the HomeCare product and pricing architecture, the online sales journey and the product positioning.

Research challenges