Overview
The company entered the residential energy market more than a decade ago, finding a significant growth opportunity alongside a considerable challenge. Established providers already held strong market positions, while low customer switching rates made acquisition difficult. Success depended on building a sales operation capable of attracting, educating, and converting new customers at scale.
Background
As one of Ireland's longest-standing providers of 100% renewable electricity, the company supplies green electricity and natural gas to more than 250,000 homes and businesses across the country. Having established a strong presence in the commercial energy sector, the organisation identified a significant opportunity within the residential market. Entering this new segment would require a different approach, one focused on consumer engagement, education, and customer experience.
The Challenge
When the company entered the residential energy market over a decade ago, it faced a number of barriers to growth. Well-established competitors already held strong positions, while customer switching rates remained relatively low across both electricity and gas services. Then, the introduction of SMART Meters, energy-efficient tariffs, and a growing range of energy products meant customers were seeking greater clarity before making decisions. Customers needed informed guidance that would help them understand their options and choose the most suitable plan for their circumstances.
The Solution
, part of Cpl was selected to establish and manage the client's first residential sales operation. From the outset, the focus was on building a customer-centric sales model. Covalen implemented a dedicated CRM platform to support customer acquisition and retention. They created a structured sales environment built around performance, coaching, and continuous improvement.
