Appliance Service Plans

Situation

Two large utilities in the East and Midwest offer choice-based service plans to their customers that cover appliances such as:

• Refrigerators
• Dryers
• Stoves

• Washers
• Dishwashers
• Water Heaters

• Freezers
• Furnaces

The plans are available to both homeowners and renters, and cover all brands of commercial-grade, residential appliances. Initially, the utilities’ primary customer acquisition channel was in their call center when existing customers called about billing or other issues, but performance

Solution

In January 2016, the Midwestern utility began running a series of tests using Allconnect to sell their appliance service plans, which resulted in an incremental 3x lift. Allconnect leveraged its platform to optimize conversion through:

• A/B testing of customer value proposition
• Merchandizing based on customer segmentation

• Product bundling
• Deployment of credit algorithm to increase yield

The solution Allconnect developed for the Midwest utility, based on call transfers from the utility’s customer care and billing department, was so successful that the East Coast utility, who was offering similar plans but through a direct mail campaign, turned to Allconnect as well.

'By the Numbers

Appliance Protection and
Repair Plans

Solution for
Midwest Utility

Solution for
East Utility

Packages & Plans

35+

25

People engaged in product conversation

295,051

99,033

Gross Sales

47,969

82,504

Conversion

15%

35%

Call Type

Customer Care Billing | Call/Transfer

Direct Mail

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