British Gas: Customer voice programme

This paper describes how British Gas, the energy supplier, developed a new method to communicate the insights, analysis and research from its insight department to decision-makers in order to develop a customer-led culture at the top of the company.

British Gas: Customer voice programme

British Gas

Three years ago, The British Gas Insight team delivered great strategic consumer research and insight projects for relevant business stakeholders. However, the insight was only shared to key stakeholders and teams invested in each specific project, so resulted in pockets of consumer knowledge with no programme to share the insight more widely in the business. We also had no framework in place to bring the external world into the business, so little understanding of how customers feel about the economy, or the context of their lives. This narrow content and way of communicating...

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