Explain Market Research, one of the leading research agencies in the UK, will appear at the MRS Utilities Research Conference in London on Thursday 4 October to explore how utility companies can turn their customers into fans through meaningfully engaging with their customers.
The MRS Utilities Conference is a one-day specialist conference showcasing innovative and holistic customer insight projects from across the water and energy industry.
Conference attendees will hear about how utilities companies are taking a rigorous approach to market research to drive quality customer engagement, understand how to influence behaviour change, measure and improve customer satisfaction and feed customer insight into long-term business planning and development of new propositions.
Holly Shiel-Redfern, commercial director at Explain will share the companies findings from the NWG Innovation Festival 2018 where the team led a five day sprint dissecting the emotional connection you have as a fan rather than a customer and discuss how they created an engagement model which explores the initial drivers and touch points to customer engagement.
Holly Shiel-Redfern said, “We explored human-centred innovation in a fast-paced and new way during the NWG Innovation Festival and we’re excited to share our findings at the MRS Utilities Conference this October. Our work has focused on how companies from across the world build fan bases and how they can turn customers into advocates, whilst also investigating what happens when you have fans who aren’t customers and the challenges this poses for brands. One of the main ideas that we explored at the NWG Innovation Festival is how, as an industry, we can encourage and develop meaningful exchanges between businesses and customers, including directly supporting communities in exchange for on-going meaningful engagement.
“The topic of customer advocacy and ‘Fans for life’ is one that we recognise as being central to future proofing the success of businesses – our sprint is designing models which will lead to active participation in services and or products that are relevant across sectors and organisations.
“We’ve had an absolutely amazing experience, we have unearthed so many routes to meaningful customer engagement, and we’re looking forward to developing these with our clients and colleagues at the MRS Utilities Conference.”
Northumbrian Water’s Martin Jackson, who led the sprint at the NWG Innovation Festival 2018 said: “For a water company to be looking at this kind of thinking and exploring the idea of viewing our customers, not only as customers but as fans and supporters of what we do, is truly ground-breaking and it could revolutionise the whole industry.”