Npower in eCRM drive to improve online services

Electricity and gas supplier Npower, is launching an eCRM drive to help it understand online customers that switch from rival suppliers.

While consumers can switch suppliers online by visiting www.npower.com, administering the changeover takes a further 45 days to complete. This new project will tie together online activity with the offline procedures to create a single customer view.

Handling the project is web analytics agency RedEye, which will also record all visitor behaviour to the website.

Patricia Gildea, e-delivery manager at Npower, said: "We wanted a more sophisticated approach and we will now be able to see which elements of our online marketing work best and which need changing."

Jonathan Kay, chief operating officer at Red Eye, added: "Everything from the customer's initial exposure to the Npower brand, through to site navigation will be measurable and accountable."

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