Developing a consistent ECRM program with updated visual identity

 

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British Gas is the UK’s leading energy supplier, serving around 11 million homes. British Gas has recently updated their visual identity, therefore it was a perfect time to review their ECRM programme, that overtime has become inconsistent, confusing and outdated.

We were challenged to redevelop the ECRM program to include the new visual identity and content strategy with a mobile first approach. A clear and consistent customer journey was our biggest challenge, which we developed through personalisation, relevant content and strong call to actions.

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I implemented a clear and consistent customer service section at the end of each email, which is tailored to the nature of the email. Using colour, typography and iconography I redefined the billing structure to help communicate the most important information and personalised advice.

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With the success of the ECRM program, British Gas then invited us to bring our visual approach and thinking to their digital and printed bill. I developed a family of iconography to make the bill more intuitive, linking the customer’s personalised data to the information on the bill.