Direct Energy


Direct Energy Regulated Services (DERS) asked Anstice to update and localize their brand, improve their customer experience, and launch a new customer acquisition campaign.


We started with market research into the public perception of the Direct Energy brand. Focus groups consisting of members from Direct Energy’s target communities were used to explore ways to improve and enhance localized customer experiences. Based on our research, we discovered customers don’t compare against industry competitors, but benchmark against best-in-class standards. Therefore, we started with an audit of the Direct Energy Regulated Services website, and found a need for simplification. We improved the online customer experience by making usage information easier to find and understand. An ‘Understanding Your Bill’ animation was also designed to reduce the number of Customer Sales Center calls. An in-depth study of local markets allowed us to create acquisition campaigns that better spoke to the unique needs of customers in the Alberta region.


The modifications designed to enhance Direct Energy’s digital experience resulted in a 271% increase in website conversions. The localized acquisition campaign proved to be successful, garnering a 339% increase in Direct Energy’s Net Promoter Score over a XYZ month period. Finally, Direct Energy also saw a 45% increase in customer growth year-over-year.


YoY Growth




↑ Website Conversions

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