Leading UK-based utility leverages outsourcing to transform sales performance


The client is one of UK’s top energy companies, providing electricity and gas to several million customers.

Business challenge

The client was already working with one outsourcing service provider but wanted to create a “champion challenger” model with three additional suppliers. This would allow them to tap into a wider range of customer service options and raise the performance bar across their organisation. The company shortlisted 12 providers using an RFP process and Firstsource was one of three chosen, based on its proven ability to help transform customer management operations.

Firstsource solution

Firstsource handles two sets of customer service activities and three sets of sales activities. On the service side, these are inbound voice – customer calls around billing enquiries, complaints, service problems, etc. – and inbound correspondence to process billing enquiries, customer complaints, service problems and so on received via emails and letters.

On the sales side, Firstsource carries out inbound voice to service prospective customers, outbound calls aimed at retaining customers looking to churn, and outbound voice for boiler servicing contracts.

The first priority was to ramp up resources quickly to meet client needs – initially to 250 FTEs and subsequently to 480 FTEs across customer service and sales.

The second priority was to improve performance. Firstsource tackled in this in several ways. We improved the outbound dialling process by deploying an automated dialler and hired an experienced dialler manager. In addition, we hired a dedicated Process Excellence Manager to implement a data-driven approach to dialling. This involved segmenting people by age and geography and adopting a dialling strategy designed to contact customers at the best times during the day to ensure greater receptiveness.

The Firstsource team analysed trends in associate-customer interactions, and use this to provide active feedback, coaching and training to customer service associates based to improve customer experience and satisfaction. Our team also developed and maintained a strong partnership with the client’s onsite delivery team in order to share best practices and enable continuous improvements.

Outbound sales performance 36% above benchmark.

Business impact


Improved outbound sales performance


Reduced cost per sale

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