Centrica: How to build and utilise a comprehensive set of personas making major energy investment decisions.
Centrica Business Solutions sells a range of energy products to major industrial and commercial firms. The requirements and decision-making processes of those firms vary widely. Centrica sought a deeper understanding of their needs.
Using insight gleaned from over 200 in-depth interviews, we identified six primary decision-making personas, from CFOs to sustainability managers. We established their roles, sources of influence and key pain points.
The needs and motivations of the six personas were presented in a range of visual material including booklets and posters. These were distributed across Centrica, from sales to marketing to customer service. This not only enabled more effective targeting; it embedded a more customer-centric vision within the company.
How to identify customer opportunities for an entirely new business model.
Centrica had invested half a billion dollars in a new business arm. Its aim was to deliver a range of distributed energy solutions for businesses across the globe. However, given this new model and the multiple propositions contained within it, there was limited visibility of the customer landscape. Businesses’ needs and challenges needed to be pinpointed, and the best ways of targeting them properly established.
Our team of senior B2B specialists spoke to over 170 experts and businesses to gain insight into energy usage and attitudes across 8 markets in the industrial, commercial and public sectors. The work we produced helped to shape the proposition and go-to-market strategy for Centrica, supporting the firm’s global growth.
64% of their book now comes from outside the UK.
