Johannesburg, 18 Jul 2016
Ambit Energy (Ambit) is a retail energy provider launched in 2006 that now serves more than one million customers. With 2013 revenues of $1.2 billion, the exponential growth rate Ambit has experienced since its inception is largely attributed to the company's multilevel marketing business model, which is discussed in the Q&A format throughout this paper. Ambit Energy was recently ranked #12 in Direct Selling News Global 100: The Top Direct Selling Companies in the World listing; an impressive improvement from #14 in 2013.
Particularly impressive is that Ambit Energy's growth has come within the retail energy market. The market is one in which competition is fierce, and is characterised by a significant level of customer churn. Therefore to sustain and grow its customer base, it has been imperative that Ambit find innovative ways to set its brand apart and deliver a unique customer experience. It's a strategy the company has advocated from its outset.
Today, data, and the effective use of technology, feature prominently in Ambit's business strategy and decision-making processes. In many respects, the effective use of data is one of the primary ways that Ambit has and will likely continue to distinguish itself from its competitors. The company treats data as a strategic asset: a data-driven approach touches every aspect of how Ambit manages its business operations and customer relationships. Data informs and is at the core of new product development and initiatives to transform business processes and enhance the customer experience.
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