AGL Service Plans. Boring? Not if you need them…
For decades, AGL had used personal visits by sales staff to sell their Heater and Hot Water System service plans to schools and bodies corporate.
Not only was this very expensive, it was also far from efficient.
In fact, the main stumbling block was not the cost of the sales call, but the likelihood that in any given year, only a very small percentage of customers and prospects were actually contacted by AGL and given the opportunity to take up a service plan.
Our pre-formatted service plan brochures allowed AGL to sequentially attack the full membership of their various service markets with minimal expense and delay.
Also, as the common elements between the various plans were carefully standardised, approvals could be limited to only those areas which varied (according to the specific details and market segment addressed by that particular service plan).
In this way, a program involving something in the vicinity of forty distinct service plans could be rolled out at a pace dictated by AGL’s strategic needs rather than stifled by unnecessary re-checking of standard contents. This also resulted in a substantially cheaper “per plan” promotional cost to AGL.
If significant parts of each brochure only needed to be checked for accuracy with agreed “boiler-plate” text, more time could be spent on fine-tuning the crucial elements which were indeed unique to each plan.
The result was a very lucrative surge in sign-ups to plans that in turn gave entree to market further services to these customers and therefore “lock them in”, creating a barrier to customer “churn”.