Win more customers. Keep more of them.
Acquire, retain, and win back customers through intelligent, data-led engagement.
WHY THIS MATTERS
Churn is rising. The rules are tightening.
Switching velocity and compliance obligations are compressing acquisition margins, and win-back is harder when the contact model is blunt.
21%–35%
Customer switching
Annual customer churn rate in US deregulated energy markets, with rates spiking to 30%–35% in highly competitive states due to pricing wars and customer dissatisfaction
Billing Platform
40%
Sales compliance exposure
Many Texans in deregulated electricity markets have never switched their electricity provider, while participation in U.S. residential retail choice programs has stabilized at around 26% of eligible customers
Texas Power Switch, "Why Should I Switch," 2024
89%
Win-back opportunity
Energy and utilities industry leads all B2B sectors with 89% average customer retention rate, demonstrating high value of win-back strategies
CustomerGauge 2025 Industry Benchmarks
PROVEN OUTCOMES
Better conversion. Lower cost. Higher compliance.
Real results from live acquisition and win-back engagements with energy suppliers.
+60%
win-back conversion uplift
Propensity modelling identified which churned customers had the highest likelihood of returning. Outbound campaigns were restructured around those signals.
97%
sales compliance, sustained
Sales compliance was critically low at 50% when we took on the program. It rose to 97% within 13 weeks and held above that level for over six months.
28%
cost-per-acquisition reduction
A universal-agent acquisition model consolidated separate acquisition, retention, and win-back teams into one operation, removing duplication and retraining cost.
32%
inbound sales conversion rate
Firstsource grew inbound sales conversion over two years, outperforming the client's in-house teams through Lean Six Sigma root-cause analysis and coaching.
SOLUTION DEEP DIVE
Customer growth starts long before enrollment
Every acquisition conversation is also a compliance event and a win-back opportunity.
Every conversation is also a compliance event
We run acquisition, switching, and win-back as one operation: universal agents, propensity-led targeting, sales-through-service. Sales compliance sustains above 97% across the cohort.
- Bespoke dialer plan per customer segment
- Market insights and competitor pricing model
- Advisor assist with live feedback and sentiment scoring
Inbound contacts are acquisition opportunities
We run inbound sales on the universal-agent model, with real-time eligibility assessment, tariff comparison, and cross-sell embedded in every interaction. Inbound sales conversion grew from 19% to 32% over two years.
- Real-time tariff eligibility assessment
- Cross-sell embedded in every inbound journey
- Lean Six Sigma root-cause analysis for conversion improvement
- Compliance encoded in conversation design
- Agent coaching against call-level insights
The right customer. The right offer. Before the call.
We run outbound acquisition campaigns on segmented intent signals. Win-back conversion lifts 60% on propensity-led programs versus broadcast dialing.
- Intent segmentation by switching propensity and contract proximity
- Predictive analytics and propensity modelling
- Bespoke dialer plan with cooling-off interval logic
- Competitor price and tariff insight model
- Lead-to-sale conversion target: >25%
Compliance is a commercial model, not a compliance check
Compliance was redesigned from a post-call check into a workflow standard. It rose from 50% to 97% within 13 weeks and held above 97% for over six months.
- Weekly compliance trend analysis and targeted training
- Real-time QA on every call
- Ofgem, FCA, and PUCT regulatory environments covered
The cheapest acquisition is the customer you keep
We run retention as a workflow, not an escalation: churn-risk identification built into the inbound journey, propensity-scored retention offers deployed before the customer calls to leave. NPS improved by more than 10 points.
WHO WE SERVE
Built for every utility growth model
Utility segments face different acquisition challenges, requiring different operating approaches.
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Energy retail and multi-utility
Acquire customers who stay longer
We run enrollment, switching, sales-through-service, retention, and win-back programs for energy retailers, IOUs, and municipals, using propensity models and compliance-led engagement to improve conversion while controlling early-life churn.
Home service providers
Capture demand while intent is highest
We identify high-intent prospects and improve conversion for home-services providers through targeted outreach, sales-through-service, and customer intelligence, turning home-move and installation moments into compliant, profitable sales.
CUSTOMER STORY
How propensity modelling lifted win-back conversion 60% for a leading energy supplier
Win-back success lifted 60%. Agent satisfaction improved materially.
A leading UK energy supplier ran a win-back team calling customers intent on leaving. Price comparison websites made profitable customer acquisition difficult. High customer attrition was inhibiting growth.
Firstsource introduced a propensity model using historic data—tenure, tariff type, meter type, complaint history, billing patterns—to predict which customers were most likely to stay. The same model identified each customer's key concerns and relationship strengths, giving advisors a targeted approach before customers disengaged.
Firstsource introduced a propensity model using historic data—tenure, tariff type, meter type, complaint history, billing patterns—to predict which customers were most likely to stay. The same model identified each customer's key concerns and relationship strengths, giving advisors a targeted approach before customers disengaged.
Program dimensions
60%
increase in win-back success
10+ pts
NPS improvement
1
bespoke dialer optimization model
4
customer attributes modeled
PROOF OF DELIVERY
Results that improve acquisition performance
Proven outcomes across customer acquisition, retention, and revenue growth programs.
60%
win-back improvement
Advanced analytics, customer personas, and propensity modeling improved retention performance by prioritizing customers most likely to stay.
35%
conversion increase
Real-time analytics and targeted customer engagement improved smart meter conversion rates and accelerated customer activation.
32%
inbound sales conversion
Customer intelligence and structured performance improvement increased inbound sales conversion to 32%.
INSIGHTS
Latest from the Firstsource team
Insights from the field, real operations, real outcomes, and perspectives from the people making it work in live operations.
Case Study
How a multi-state US electric utility accelerated $305M through digital outreach
A large, multi-state US electric utility partnered with Firstsource to modernize its collections and customer outreach operations through digital communications. The objective was to supplement existing mailed and field-based processes with timely, electronic outreach that could expand customer response windows, encourage self-serve payments, and reduce reliance on field activity.
CONTACT US
Customer acquisition is an operating model, not a campaign
Identify opportunities to improve acquisition, retention, and win-back performance within one business day
- Built around your channel mix and regulatory environment from day one.
- Outcome-linked commercial models — paid on results, not headcount.
- Operator-led: diagnosed and delivered by our domain acquisition teams, not an advisory firm.