Combating Customer Churn Using Data

Dec 3, 2024 | Data Cleansing, Goneaway Identification, Home Movers, National Deceased Register, Net Zero, UK Household File

Retaining customers is more crucial than ever. A recent report highlights key strategies for reducing customer churn, emphasising the importance of leveraging appended data to enhance customer records. This article will summarise the report’s findings and explore how appending data and enhancing it can help businesses maintain a loyal customer base.

The Report’s Findings

Summary of the Report’s Findings

Data-driven marketing strategies are a top priority for UK professionals in the coming year, with nearly two-thirds identifying first-party datasets as a key goal for 2025. The focus is primarily on using customer data for retention rather than acquisition, with reducing churn being the most pressing issue. This is one of the key findings from the fifth iteration of AudienceXpress’ Streaming TV Uncovered study, conducted by CoLab Media Consulting.

The report reveals a positive outlook for marketing budgets, with optimism increasing for the second consecutive year. UK companies are leading their European counterparts in gathering customer data, driven by the uncertainty around things like third-party cookies and the fragmented audience identity ecosystem. This push aims to increase loyalty through more targeted and informed advertising.

Key insights include:

Increased Use of Data Clean Rooms: About 30% of UK marketers plan to use data clean rooms, like The Ark’s JetStream, to share and append aggregated first-party data in 2025
Focus on Campaign Effectiveness: Investing in campaign effectiveness measurement is a priority for a third of marketers
Streaming and Connected TV Investment: Nearly half of UK marketers want to increase spending on streaming and connected TV, with significant interest in free, ad-supported TV channels

The Power of Enhanced First-Party Data for Reducing Customer Churn

Appending data to existing customer records can provide businesses with a wealth of information that helps in understanding and anticipating customer, and ultimately the power to keep them as customers.

Here are some ways in which appended data can be beneficial:

Understand when your customer is moving home: The Ark’s Mover Alerts notify companies when a customer has put their house up for sale or rent. This information is crucial as it allows businesses to proactively reach out to customers offering relevant products or services that cater to their new circumstances and retain their business
Understand where and how your customer lives: The Ark’s UK Household File includes over 100 variables about a customer’s property, such as house type, total income, and propensity to adopt Net Zero products. This detailed information helps businesses tailor their marketing strategies and product offerings to better match customer profiles, increasing engagement and satisfaction
Data Hygiene: Keeping first-party data clean is essential for effective customer relationship management. Removing deceased customers and those who have moved away ensures that communications are directed to the right individuals, reducing wasted resources and improving the accuracy of customer insights and retention statistics.

Be Proactive

By appending data such as Mover Alerts and the UK Household File to existing customer records, businesses can gain a deeper understanding of their customers and respond more effectively to their needs. This proactive approach not only helps in reducing customer churn but also enhances overall customer satisfaction and loyalty.

By Steve Clarke – Commercial Director at The Ark

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The Halo Effect: How Neighbours Influence the Adoption of Electric Vehicles and Solar Panels

Nov 22, 2024 | Net Zero, UK Household File

In recent years, the adoption of electric vehicles (EVs) and solar panels has surged, driven by a combination of environmental awareness, technological advancements, and economic incentives. However, one often overlooked factor in this green revolution is the influence of social dynamics, particularly the halo effect. This psychological phenomenon can significantly impact consumer behaviour, leading to a ripple effect in the adoption of sustainable technologies.

Understanding the Halo Effect

The halo effect is a cognitive bias where the perception of one positive trait influences the perception of other traits. In the context of consumer behaviour, when a person sees their neighbour adopting a new technology like an EV or solar panels, they may perceive these choices as more desirable and beneficial. This perception can be powerful enough to influence their own purchasing decisions.

The Power of Social Proof

Social proof plays a crucial role in the halo effect. When people observe their peers making certain choices, they are more likely to follow suit, believing that these choices are validated by others’ experiences. This is particularly true in close-knit communities where neighbours frequently interact and share information.

For instance, if a homeowner installs solar panels and shares their positive experience—such as reduced energy bills and environmental benefits—neighbours may be more inclined to consider solar panels for their own homes. Similarly, seeing an EV parked in a neighbour’s driveway can spark curiosity and interest, leading to more research and eventual purchase.

Economic and Environmental Benefits

The halo effect not only drives individual consumer behaviour but also amplifies the collective impact on the environment and economy. As more people adopt EVs and solar panels, the demand for these technologies increases, leading to economies of scale and reduced costs. This, in turn, makes these technologies more accessible to a broader audience.

Moreover, widespread adoption of EVs and solar panels contributes to significant reductions in greenhouse gas emissions and reliance on fossil fuels. This collective shift towards sustainable living can accelerate the transition to a greener future.

Overcoming Barriers to Adoption

Despite the benefits, some barriers to adoption remain, such as initial costs and lack of awareness. The halo effect can help overcome these barriers by normalising the adoption of sustainable technologies. When consumers see their neighbours successfully integrating EVs and solar panels into their lives, it demystifies the process and reduces perceived risks.

Community programs and incentives can further enhance this effect. Local governments and organisations can promote group purchasing programs, where neighbours can collectively negotiate better prices for solar panels or EVs. Educational workshops and demonstrations can also provide valuable information and firsthand experiences, making the transition smoother for potential adopters.

The Conclusion

The halo effect is a powerful driver of consumer behaviour, particularly in the adoption of electric vehicles and solar panels. By leveraging social proof and community dynamics, we can accelerate the shift towards sustainable living. As more people embrace these technologies, the benefits will extend beyond individual households, contributing to a healthier planet and a more resilient economy.

Identifying those households who already have an EV or solar panels is simple using our Net Zero File, providing the means for installers to target neighbouring properties who are potentially more likely to purchase.

By Martin Jaggard – Director at The Ark

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The Rise of Home EV Charging in the UK and the Challenges of Identifying New Customers

Nov 7, 2024 | Net Zero, UK Household File

As the UK accelerates towards a greener future, the adoption of electric vehicles (EVs) is on the rise. A crucial part of this transition is the availability of home EV charging points, which offer convenience and cost savings for EV owners. Let’s delve into the current landscape of home EV charging in the UK, the potential for expansion, and its impact on EV adoption.

Current State of Home EV Charging

As of 2024, approximately 850,000 homes in the UK have EV charging points installed (source: thecarexpert.co.uk). This number is a testament to the growing popularity of EVs and the increasing awareness of the benefits of home charging. Having a home charging point allows EV owners to charge their vehicles overnight, taking advantage of lower electricity rates and ensuring their car is ready for use each morning.

Suitability of UK Homes for EV Charging

Despite the impressive number of existing home charging points, not all UK homes are currently suitable for installing them. Research indicates that only about 56% of UK homes have the necessary infrastructure, such as off-street parking, to support the installation of an EV charger (source: Lloydsbankinggroup.com). This means that while many homes are equipped, a significant portion of the population may face challenges in setting up home charging facilities.

Impact on EV Adoption

The availability and suitability of home charging points play a critical role in the adoption of EVs. For many potential EV buyers, the convenience of home charging is a significant factor in their decision-making process. Here are a few ways in which home charging infrastructure affects EV adoption:

Convenience and Cost Savings: Home charging is often more convenient and cheaper than using public charging stations. This can make EV ownership more attractive to potential buyers.
Range Anxiety Reduction: Knowing that they can charge their vehicle at home helps reduce range anxiety, a common concern among prospective EV owners.
Increased EV Sales: As more homes become suitable for EV charging, the market for EVs is likely to expand. This could lead to increased sales and a faster transition to electric mobility.
Government Incentives: The UK government has been offering grants and incentives to encourage the installation of home charging points. These initiatives are crucial in making home charging more accessible and affordable.

Looking Ahead

To further boost EV adoption, efforts must be made to increase the number of homes suitable for EV charging. This could involve infrastructure upgrades, such as the installation of more on-street charging points in areas where off-street parking is not available. Additionally, continued government support and incentives will be vital in encouraging more homeowners to install EV chargers.

Data Driven Approach to Finding New EV Customers

Suppliers of home EV charging points and automotive brands can leverage property and demographic data to pinpoint ideal installation sites by analysing several key factors:

Property data, such as the presence of a garage or driveway, can indicate the physical feasibility of installing a charging point.
Additionally, demographic data, including household income levels and the prevalence of electric vehicle ownership in the area, can help identify neighbourhoods with a higher likelihood of adopting EV technology.

The Ark’s Net Zero File combines these data points, allowing EV charging point suppliers and automotive brands to target their marketing efforts more effectively, ensuring they reach homeowners who are both interested in and capable of installing EV charging infrastructure. This strategic approach not only maximises the efficiency of their outreach but also supports the broader adoption of electric vehicles.

by Martin Jaggard – Director at The Ark

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