Optimising Business Tariffs for a UK Energy Provider

• The Challenge:
  One of the largest UK suppliers of gas and electricity needed to improve its acquisition rates for commercial customers. To do this, they required an accurate understanding of their competitors’ business tariffs across the 14 Public Electricity Supplier (PES) regions, the geographic areas defined by the UK’s regional power grids.
• The ChrisalysWorks Edge:
  Using a B2B mystery shopping approach and direct research with competitors’ commercial staff, we mapped out the competitors’ unpublished pricing structures.
• Benefits Delivered:
  We uncovered the pricing and discount structures for various customer usage profiles and consumption levels. Additionally, we gained an understanding of the internal methodologies competitors used to calculate their prices and identified the specific triggers that indicated when they were likely to change their rates.
• The Outcome:
  The client used this competitive benchmarking data to optimise their own regional tariff structures and create specific How-to-Sell-Against guides for their sales teams. This increased their sales conversion rates across multiple B2B segments and allowed them to build an early warning system to launch spoiler campaigns to disrupt a competitor’s price change.

“Targeted B2B mystery shopping research uncovered our competitors’ pricing structures and commission models. It directly improved our commercial acquisition rates across the board. We needed to know exactly what they were doing in the field, not just what they published on their websites. That intelligence allowed us to optimise our own regional tariffs and establish an early warning system.” 

Head of Commercial Strategy, UK Energy Provider