BAXI Works
Installers’ Loyalty Programme
Challenge
Baxi Heating UK asked us to re-design their existing loyalty programme aimed at their boiler installers. Their wanted to increase loyalty among the installers by improving user experience. Secondly they hoped to gather end-customer data.
Solution
- Incentivise boiler installers to chose Baxi products over competitor offerings.
- Gather accurate data on boiler sales and installations.
- Build a responsive site that was accessible to their ‘non-tech-savvy’ customers.
- Reduce the number of suppliers used to run the existing scheme from 5 to 1.
- Create a suite of administrative tools that allowed the programme the be self-administered internally.
- Allow Baxi to get the most out of their member data and maximise sales opportunities.
- Create a native mobile application their members could use when working off-site.
Approach
Bilendi re-developed Baxi’s existing Works Loyalty Programme, replacing their collection of systems with a single solution. The single view loyalty platform allows Baxi to easily self-administer the programme and take advantage of the member data.
The platform includes the following:
- A fully responsive site accessible on both mobile and web.
- An automated marketing communications system allowing accurate campaign targeting.
- Pre-defined reports with the ability to customise selections of live data.
- A data extraction tool to allow access to data sets and segmentation as required.
- A customer care suite allowing Baxi to edit member accounts, view account histories and deal with customer queries.
- A mobile application which allows members to view their account history and perform boiler registrations on the go.
- A tailored made rewards catalogue.
Results
- Successful migration of over 10 years of historical data onto the new programme.
- Like for like increase of engagement since the programme launched in May 2016.
- Significant reduction in customer service calls and emails.
- Mobile app downloaded over 10,000 times from both android and apple stores.
- Winner of the Best B2B Loyalty Program at the Loyalty Magazine awards.
- Mobile app is currently rated at 4½ stars on Apple App Store.