Case study · Heating & Renewables
HeatGlow: AI Customer Reactivation Campaign Manager
Years of dormant customer data was sitting in the CRM untouched. We built the AI campaign manager that turned it into £18k of recovered revenue in 90 days.
Overview
HeatGlow had years of historical customer data sitting in their CRM. Service-due reminders, annual safety checks and upgrade opportunities were going unsent because no one had time to run the campaigns manually.
The operational problem
The marketing budget was being spent on new lead generation while a warm, dormant base was being ignored. An estimated 1,400 dormant customers had a service or upgrade opportunity attached to them.
Even a conservative 5 percent reactivation rate represented £40,000 to £60,000 of recoverable revenue per year that was simply not being asked for.
What Calon AI built
Calon AI built a campaign manager wired into the existing customer database. Dormant customers are segmented automatically by install date, fuel type, service history and upgrade eligibility.
Reactivation campaigns run automatically across SMS and email with pre-built sequences for boiler service, safety check and renewable upgrade. Responses route into the same sales pipeline as new leads. Suppression logic prevents customers being contacted across overlapping campaigns.
Results
- Approximately 12 percent reactivation rate on the first dormant-customer campaign
- £18,000 of additional revenue recovered in the first 90 days
- Zero ongoing manual effort to run subsequent campaigns
- Reactivated customers feed the same pipeline as new leads, with full attribution
- Marketing spend on cold acquisition reduced as warm reactivation became the priority
“I had thousands of old customers sitting in the database doing nothing. Calon AI turned them into a revenue engine that runs on its own. The first campaign paid for the whole project.”
Gareth Jones, HeatGlow