Increasing the number of its 5.2 million UK customers that manage their gas and electricity accounts online is a key part of ScottishPower's business strategy. Ensuring that customers receive rapid responses to their online account queries is critical to this aim. Ask Katie answers customer questions automatically online, significantly enhancing customer service and encouraging consumers to adopt more online services such as meter reading and billing.
By investigating the type and number of questions asked on its site, ScottishPower has been able to ensure that the right information is immediately available to its customers - without needing to invest in costly market research. For example, after seeing a growing number of queries on energy efficiency, this information was made more visible on the new website.