GREEN MOUNTAIN ENERGY: RENEWING INTEREST IN GOING GREEN WITH ENERGY-BOOSTING REWARDS

Giving customers monthly reasons to stay sustainable

Wind turbines overlooking a green forest and lake under a blue sky, representing renewable energy.

Our Sectors

Utilities

Client

Green Mountain Energy

Solutions

Loyalty Programs

Location

United States

Aerial view of a winding road through a dense green forest with the message “Small Swaps. Real Impact.”

Overview

Green Mountain Energy’s mission is to inspire hope and motivate action through the use of clean energy – but in a difficult economy, utility costs can outweigh the feel-good factor of making sustainable choices.

With price-based competition growing, Green Mountain Energy wanted to give customers another reason to stay loyal to their company and cause.

The Challenge

Customers liked the environmental promises of clean energy in theory. However, hot summers in certain states inevitably meant higher electricity bills.

These costs countered positive sentiments around going green in key markets like Texas, leading to churn – unless the reality of summertime bills could be offset by adding value in other ways.

Why TLC

Green Mountain Energy wanted a suite of high-value rewards that showed customers how much their sustainable choices were appreciated. TLC’s focus on building emotional connections and ability to offer rotating rewards made us a natural choice. We also had the speed, reach, and agility to maintain and scale the program post-launch.

The TLC Approach

As Green Mountain Energy wanted to engage their entire customer base, as well as prospective customers, they needed a rewards program that had an experience for everyone.

We implemented Green Mountain Rewards – a wide-reaching program that gave customers a choice of free experiences to help them recharge every month. The program included beauty and wellness activities, sports, dining out, and hand-picked leisure incentives.

Green Mountain Energy Rewards Club graphic showcasing rewards including dining, golf, fitness, personal training, audio books, wellness, beauty and nutrition.

The Results

The primary goal of the program was to create a benefits platform that boosted retention for Texas-based customers, and the numbers said it all: the churn rate dropped by 12%, a substantial win for our client. Even program participants who never claimed a reward showed a reduction in churn, showing how the program's optics alone had a positive impact.

We supported ongoing engagement by offering a revolving set of monthly rewards to keep the program exciting and relevant for customers.

12%

reduction in churn

for customers in the pilot program (vs. customers who were not).

32%

of customers

were more likely to refer friends to Green Mountain Energy.

Hear directly from the client

“Just a quick note of gratitude to you and your team for helping us implement our very successful loyalty rewards pilot program. We were all extremely pleased with the results. The churn rate was 12% lower for those in the pilot program versus those that were not. In our business, that is a significant reduction.”

Customer Experience Lead

Green Mountain Energy