Field sales have been an important volume source of new customers, but often yield those with low value and high propensity to churn and default. To address this, CACI and EDF Energy used the transactional data EDF holds enhanced with CACI's Ocean universe. Based on this data source, the whole UK has been mapped into Gold, Silver and Bronze value segmentations.

The value metric was built on consumption, churn and bad debt, drawing on in-house transactional information combined with lifestyle variables. The objective was to create a classification which would be actionable by field sales teams, keeping them loyal, while increasing sales to the highest value households.

As well as rolling out the segmentation across field sales, all outbound marketing communications were targeted to just Gold and Silver households. The programme has increased sales to the highest value customers threefold and delivered an estimated, annualised customer lifetime value increase. Agent retention also improved by 25 per cent.

For more information visit: http://www.theidm.com/about/idm-business-performance-awards-bpa/2009-winners/#data