Using customer service as a competitive advantage


In Ireland, leading field marketing agency, FMI has delivered customer service campaigns for established brands like Unilever, PepsiCo, Electric Ireland and Virgin.

The highly skilled team handle both inbound queries as well as outbound services like field support, residential and business to business sales, mystery shopping, and also providing support online via web chat.

The work done for the largest energy provider in Ireland,  Electric Ireland,  is one such example where the brand has advantageously used FMI’s customer support centre to not only drive their client retention strategy but they also use it to support the work being done by the field sales teams, and to effectively engage and persuade the customer online.

Customer Retention

The consumer energy market is highly competitive, and competitors are continuously trying to enticed consumers to switch supplier. With this in mind, Electric Ireland have been working with FMI to contact and retain clients who may have been considering switching their energy supplier. Since the campaign's inception in 2015,  the FMI agents have contacted clients, speaking directly to key decision makers and converting those customers. FMI have two dedicated calling agents working on this campaign..  For customer retention, FMI have managed to significantly reduce average cost per sale. By FMI taking the time to engage with clients prior to them considering switching helps the client feel assured that they are valued as a customer and reinforces the service factor they receive from their energy supplier.

Quality Assurance

To assist with the sales process completed by the field sales representative for Electric Ireland, FMI have Quality Assurance agents who follow up with the new customer to ensure that they are happy and satisfied with what they have been sold and to answer any additional questions they may have.  The objective of employing these agents is to improve the overall standard of service and consistency of experience to be in line with the quality of selling in the field. This touch point is particularly effective to reassure the customer that they have indeed made the right decision and gives them some reassurance of the quality of customer care they can expect from their new supplier.


This was an inbound sales campaign for Electric Ireland where customers who go onto the Electric Ireland website would be presented with the option to chat to one of our agents. Customers who started chats and then switched  to Electric Ireland would be attributed to FMI, the conversion with the webchat being considerably higher than without. Once again interacting live with customers online showcases the level of service Electric Ireland offers its customers. Being able to chat to an advisor about your queries from the comfort of your own home at a time that is suitable to you can be convenient without being obtrusive.

These examples of how Electric Ireland have effectively used the customer support centre to engage their clients though the various stages of purchasing via the channels the customer chooses, makes a compelling case study for businesses who want to make customer service a clear differentiating factor.

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