Success story
Imagina Energía & Salesland
Industry:
Utilities
Location:
Spain
Number of agents:
50
RELEASE
Imagina Energía was preparing a product launch specifically for homes.
ALLIANCES
They knew Salesland (an ICR Evolution client for many years) and knew that they were leaders in the sector.
SPEED
The first shared challenge was to set up a campaign in a month.
CHANNELS
Salesland facilitated all types of omnichannel campaigns, key to making a strong entry into a new market.
Imagina Energía is the first 100% solar energy company in Spain, created with the aim of providing clean and solar energy to the entire Spanish geography and consolidating a new, more sustainable energy model. For this mission, the strategy in their Contact Center is essential.
In 2021 they decided to launch a product specifically for houses. They identified that there is a clear need for a new relationship with customers based on simplicity, transparency and honesty, with innovative energy solutions.
CHALLENGE
When Imagina Energía launched the domestic channel, the main challenge was to commercially show that they were different from anything that had been seen in the market.
They had known Salesland, ICR Evolution’s client, for many years and knew that it was a benchmark in the sector. They had had conversations months before to find out what capabilities they had to develop the campaigns needed in Imagina Energía, and that is how they decided that they would be their main allies.
The first challenge that was raised was to be able to set up a campaign in a month with the main challenge of differentiation from other marketers. Since Salesland uses our software EVOLUTION for its contact center services, it facilitated all kinds of omnichannel campaigns, key to making a strong market entry.
SOLUTION
In Salesland they had 3 interesting challenges to work together with Imagina Energía:
- The first challenge was to develop a powerful value proposition focusing on differentiation, where long-term economic savings prevail, fleeing from specific recruitment promotions, so common in the sector.
- The second challenge was to test everything: we were in a scenario where it was very necessary to test different parameters to learn and improve.
- The third challenge was the media campaign: less than two weeks after the launch, it was decided to invest heavily in the media to accompany this new energy proposal.
Salesland’s technical capabilities were crucial to this challenge. In less than a week we needed to completely transform the campaign to a model with several sources of leads, with call blending where they prioritize each other and where the multiskill was a must-have.
And all of this taking in mind the requirement of detailed reporting from day 1.
IMPACT
From Imagina Energía they requested many conditions that they knew were a great challenge for any supplier:
- a powerful sales team capable of adapting to new concepts;
- flexibility and the possibility of atomizing the campaigns that would be varied, frequent and changing;
- and creative ability to find opportunities and solve problems in an effective way.
They found that in Salesland and much more. That’s why the match was perfect from the beginning.
The launch campaign was a success, not only because of the great reception of the value proposition by the audience. Rather, all the values put on the table by Imagina Energía and Salesland have turned people interested in happy customers.
Production and productivity numbers were completely new for the energy sector.
An omnichannel software like EVOLUTION was key to these challenges, since it was the right tool for agents to focus on the message without having to think about the technological part, which was one more ally, functional to their objectives.
It worked because we trusted Salesland, which uses an omnichannel software, EVOLUTION, which has allowed us to focus our agents on the most important thing: the message to the customer, and so they don't have to spend time solving technological problems.