How a UK Home-Move Platform Lifted Outbound Net Conversion by 40% with 35% Lower Operating Capacity

Overview

A UK-based home-move assistance platform, operating in partnership with a leading energy provider, needed to improve sales performance and service efficiency across inbound, outbound, and email channels. The engagement required balancing regulatory compliance, fluctuating lead quality, and service-led customer journeys while delivering higher sales outcomes with a leaner operating model.

Challenges

The home-move journey represents one of the highest-intent acquisition windows in energy, while increasing cost pressures and evolving customer protection requirements are forcing suppliers to improve sales efficiency without compromising customer experience or compliance.

• Service-heavy demand mix: Inbound and email volumes carried a high proportion of service-led contacts, requiring sharper differentiation between service needs and sales-ready opportunities to optimise customer and commercial outcomes.
• Inconsistent lead quality and timing: Customer data often arrived too early or after move-in, limiting conversion potential and making sales forecasting unpredictable.
• Rigid channel separation: Traditional inbound and outbound separation restricted agility and created inefficiencies during demand spikes.
• Stringent regulatory environment: Energy sales required strict adherence to Ofgem guidelines, limiting sales scripting flexibility and increasing delivery complexity.
• Pressure to do more with fewer resources: The client needed improved outcomes despite a reduction in overall FTEs.

How We Made It Happen

Firstsource applied deep business understanding and highly responsive operations to optimise sales and service delivery.

• Operational flexibility across channels: Used a third-party dialler alongside active day-to-day operations management to balance inbound, outbound, and email demand - protecting service levels while maximising genuine sales opportunities.
• Shift to net conversion metrics: Redefined performance measurement from gross conversion to net conversion, enabling a more accurate view of true sales effectiveness.
• SVT-led sales optimisation: Introduced a simplified tariff recommendation framework that helped customers make informed choices more easily while supporting stronger commercial outcomes.
• Data-timing optimisation: Built a propensity-to-convert model based on move-in proximity, re-timing dialler activity to prioritise customers in their highest-intent window and lifting sales yield per contact.
• Strong governance and compliance controls: Maintained near-perfect regulatory compliance through continuous monitoring, coaching, and quality assurance.
• Proactive Vulnerability Identification & Support: Embedded vulnerability identification within the home-move conversation, ensuring customers in transitional or financially exposed circumstances were routed to appropriate support pathways.

Conclusion

By combining agile operations, smarter performance measurement, and data-driven decision-making, Firstsource helped the client create a more efficient, compliant, and resilient sales and service model.

The engagement demonstrated that in regulated energy sales, a leaner operating model and stronger commercial performance are not competing objectives when customer outcomes, operational agility, and regulatory compliance are designed into the model from the outset.

‍