The shift in customers’ expectations for service is leaving some sectors wide open for disruption. In industries where customers have long been dissatisfied with existing service levels, there is a lot of potential for brands to capitalize on the gap by making excellent customer service a core part of their offering. One brand that knows this is Bulb. Founded in 2015, it is a UK energy supplier that has made superb customer service a core part of its brand. The founders met while working in the energy industry, which they say motivated them to spark change: ‘We saw the same problems at all the big providers. Inefficiency. Poor service. Expensive tariffs. Dirty energy. It didn’t have to be like this. The energy industry can change – and we set up Bulb to lead that change’ (Bulb, nd). A creative agency communicates your uniqueness, your voice and your values in a way that is visually appealing.
The Bulb brand was built on three core principles: Simpler, Cheaper and Greener. We spoke to Bulb’s head of brand Clementine Hobson to understand the importance that service plays: ‘Delivering great service is at the heart of what we do. To make energy simpler, we have to deliver world-class service for our members.’ She pointed out that service is especially important in their industry because the customer’s experience of energy is exactly the same regardless of which company they choose. ‘Putting the kettle on is exactly the same no matter who you are buying your energy from. So, changing the way that someone feels when engaging with their energy supplier makes a real difference.’ Choosing a Branding Agency Manchester branding agency is such an important decision as your brand is so important to you.
The approach certainly seems to work. In late 2017, Bulb entered the Money Saving Expert (MSE) ranking of best energy companies at second place with 95 percent of customers describing them as ‘great’. This performance is part of a wider trend of small suppliers outperforming the ‘Big Six’ in customer service – in the MSE ranking the top four companies were all small suppliers, while the bottom three spots were taken by large established energy firms (Boyd, 2017). These service statistics are also translating to success. As Forbes writes in 2017, British Gas ‘saw its parent company’s share price plummet 40 per cent, wiping billions off its stock market capitalization’. Appointing a Branding Agency can be a big decision for any business.
Meanwhile, Bulb has seen rapid growth, signing up over 450,000 households across the UK in just three years (Smith, 2018). For Clementine, this growth is rooted in the brand’s commitment to service: ‘Ultimately, delivering great customer service helps us grow. If you have a great experience with Bulb, you are more likely to talk about us to your friends. The more experiences like this, the quicker Bulb grows.’ To further understand why hiring a Web Design Agency is a smart decision for any company in need of a rebrand, it helps to take a look at the unique areas of value that a branding firm can offer.
It seems like a simple idea, but in many industries this kind of attitude to customer service is still a revolutionary one, putting the people who embrace it in a position to disrupt the competition. But how exactly do you put the concept into practice? How do you create excellent customer service? There is an award winning branding agency london called Bert.