As one of the UK’s most established energy providers, British Gas operates in a highly competitive and scrutinised market. With rising customer expectations, increasing regulatory oversight, and aggressive competition from challenger brands, the business recognised the importance of delivering consistently positive customer experiences across all touchpoints.
Alongside this, British Gas needed to ensure that its marketing communications (marcomms) were both effective and relevant — cutting through with clarity while avoiding the risk of misinterpretation in a sensitive category.
The core objectives were to:
Skopos partnered with British Gas across a series of projects, employing a tailored, flexible research designdepending on the channel or campaign in focus:
The partnership has delivered clear, actionable outcomes across multiple projects:
Ultimately, the ongoing programme has helped British Gas maintain trust, improve customer satisfaction, and enhance communication impact in an increasingly competitive and challenging market.
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