How did British Gas Business use Infinity to reduce PPC costs and increase the sales team's productivity during peak hours?

Find out how

Contents

British Gas Business is a business energy supplier in the UK, supplying business gas, electricity, and a range of energy services to UK businesses. It is a part of British Gas, the biggest energy supplier in the United Kingdom and the first public utility company in the world.

Making missed sales opportunities and incorrect revenue attribution a things of the past with Infinity call tracking

The Challenge

British Gas Business drives a substantial amount of its sales via inbound phone calls, as a result they need to know what's driving those phone calls and how they can answer as many as possible.

Many of their customers research energy solutions online, before calling up to enquire about prices and installation details. This presented a problem as they could see when someone left their site, but were not able to tell whether that exit was due to a call or not.

A large digital marketing spend meant that knowing what clicks lead to calls was vital, all digital touch points along a customer journey needed to be accounted for. On top of this, it was of utmost importance that their contact centre was optimised to handle and convert as many high-quality calls as possible.

Why Infinity

British Gas Business had already tried a call tracking platform before, but frequently found the platform wasn't able to track the calls, rendering the data useless.

Infinity's data was proven to be robust and reliable, offering the full picture of what was leading people to call British Gas to make a business purchase. Infinity's call intelligence also integrates with Google Analytics, allowing the data gathered by Infinity to be seamlessly used alongside other information gathered by British Gas.

The Solution

Infinity was able to precisely attribute all touchpoints along the digital journey that lead to a call, allowing British Gas to know exactly what was working and how to generate more of that success.

This allowed them to adapt their digital strategies - such as their PPC spend - to be aligned with how potential customers with high purchase intent were actually looking for an energy solution for their businesses.

Operationally, Infinity provided critically useful insights into the everyday performance of the British Gas contact centre's calls, such as the length of time of each call, advanced data on who they were missing calls from (and when), and rating the outcome. Here, Infinity identified that a high amount of calls were being missed around lunchtime, causing British Gas to adjust their phone agents schedules to always answer high value calls during business hours, and answer them quickly.

This service was underpinned by a precise level of visitor level dynamic call tracking that surpassed the performance of British Gas Business' previous supplier.

Without this standard of reliability, meaningful success would not have been achieved.

The Outcome

Infinity has become vital for British Gas Business in identifying strategic actions to take that lead to tangible business goals. Infinity is constantly consulted when assessing the performance of new campaigns and messaging around new products, as well as optimising existing activities.

Moreover, it has become an invaluable partner in the improvement and training of call staff, as it is used every day for identifying what leads to a success on their calls.

Infinity has been directly responsible for the following outcomes:

  • Decreased PPC costs by 15%
  • Optimised call agent schedules to eliminate missed calls during business hours
  • Increased feedback at all stages of the customer journey
  • Drastically improved the quality of attribution data for calls

What the Client Says

The main benefit of having Infinity is knowing exactly which keywords are driving quality calls from PPC. Before – with the previous providers - we used to get lots of 'Not tracked' data, which made the report useless. Infinity is well integrated with Google Ads and their support team has worked hard with our agency, Mediacom, to give us those vital insights.
Simone Pignatelli | Senior Digital Acquisition Manager, British Gas Business

Start a conversation with us today to find out the results Infinity would bring you.

Ready to unlock real audience insight at scale?

Discover how our call intelligence will help you

Book a demo

Recent case studies

Case Study thumbnail: Motorpoint | UK

Motorpoint | UK

Discover how Motorpoint, the UK’s leading independent retailer of nearly new and used cars, is using call data to drive lead gen efforts.

Read case study

Case Study thumbnail: Circle Health Group | UK

Circle Health Group | UK

Discover how a smart integration with an advanced tech stack led to an award-winning shift in marketing culture for this leading healthcare company.

Read case study

Case Study thumbnail: Stoneacre Motor Group

Stoneacre Motor Group

Find out how leading automotive dealership group, Stoneacre, used Infinity to fuel their sales engine by tripling PPC sales calls and boosting AOV by 21.1%.

Read case study

Case Study thumbnail: NFU Mutual

NFU Mutual

Find out how Infinity’s Smart Match solution helped leading specialist insurance company, NFU Mutual, optimise their marketing campaigns to improve call quality and grow revenue.

Read case study

Case Study thumbnail: Southern Sheeting

Southern Sheeting

Find out how the building materials specialist used Infinity’s Smart Match solution to increase and improve PPC campaign performance.

Read case study

Case Study thumbnail: Specsavers

Specsavers

Find out how Specsavers used the Infinity platform to gain a clear picture of the customer journey to open up new opportunities and transform their marketing campaigns.

Read case study

Case Study thumbnail: Pendragon UK

Pendragon UK

Find out how Pendragon leveraged their call data to drive better customer experiences while reducing their CPA by 63.8%.

Read case study

Case Study thumbnail: Ontrack

Ontrack

Learn how the world leaders in data recovery, Ontrack, doubled calls from PPC and drastically improved lead quality.

Read case study

Case Study thumbnail: Answer4u

Answer4u

Discover how one of the UK's most trusted contact centres used Infinity to drive lead generation and annual net profits.

Read case study

0333 0600 118