Decide to Leave

CLIENT

AGL Energy

Role

Design lead, UX/UI design, Prototyping, User research and usability testing

Decide to Leave was a retention initiative aimed at getting back customers who are churning their electricity and/or gas accounts away from AGL.

The Challenge

In the competitive energy market, retaining customers is a science on its own. While AGL does its best to be proactive and look after its customers, sometimes they get a better or cheaper offer from competitors. So far retention has been a manual process the old school way – customer service calling them and sending out marketing material. Our team was setup to look at a digital solution to address this costly practice.

The Challenge

execution

It was decided from the start that the best approach was to rapidly launch and learn from the market. We conducted workshops and ideation sessions with stakeholders to get an understanding of the process and legal landscape. Talking to customer service representatives and listening to recorded calls were crucial in understanding the target audience. The script they use would also contribute to the design solution I sketched out.

Getting the help of a UX copywriter was essential for two reasons. Firstly the solution was heavily redacted by legal and regs, so we needed a copywriter to craft the legalese copy. Secondly the first entry point was by an sms – we found from our research that a lot of people are wary of sms and dismiss it as scams. So it was crucial to get the message right.

From the sms entry point, the rest is an easy intuitive flow. AGL would put their best foot forward and offer a generous discount. Through a few simple clicks, the customer who decided to leave is back with AGL.

execution

OUTCOME

This project was super lean with a focus on rapid prototyping and testing. It was built outside of AGL's internal systems to avoid massive sunk costs in case of failure. Due to this direction, the project came 70% under budget! Decide to Leave was a resounding success leading to savings of $1M in its first year. This led to an opportunity to showcase the solution and results to the then AGL CEO.