British Gas Business Case Study
Listening like you mean it!! 
The challenge
The challenge for British Gas Business (BGB) was to find a new and engaging way to deliver strategic information in a way that would suit their diverse, busy people. BGB were switched on enough to realise that delivering such important company messages in a one way ‘talking at’ fashion would not engage an audience as much as a communication which was both fresh and interactive.
They needed a communication programme that could deliver a pre-recorded radio style message to employees and capture employee feedback, comments and questions.
The solution
Rapide set BGB up with an enhanced ‘Team Call & Listen’ service, a voice message hosting platform that had its own dedicated phone number. Employees could call this number and listen to the pre-recorded message from senior members of BGB management discussing a number of key issues and questions raised by employees over the previous months.
Upon calling in, the system could identify who the caller was by asking them to enter their payroll number as a PIN (afterwards this information could be used to analyse the success of the message by reporting on who dialled in and how many in total, how long they listened etc). After having listened to the message the callers were asked to give the announcement a rating from 1 to 5 and to leave some verbal feedback or questions which were recorded for later address by the organisation.
The Result
The program was a complete success allowing BGB’s senior management team to deliver a message in a relatively non-time consuming, personal message to their people in a way that showed their thoughts and feedback were both important and listened too. It took just one hour for the senior team to record the message and (after editing) within 3 days of the service being live over 300 people had heard it. No online surveys were needed to gain feedback, no long, laborious presentations had to be sat through and people listened to the information at a time that suited their working day – key in a customer centric organisation like BGB.
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