Stable, well-defined customer segments?

Recently in some residential loyalty-based segmentation studies, we’ve identified a large (sometimes more than one-third of the total residential market) customer segment with seemingly undifferentiated energy-related values and needs.

Strategically, a large unfocused segment of residential customers represents a critical marketing opportunity/threat for utilities. How and when do you reach out to and retain these customers? Through communication and marketing, utilities have the opportunity to shape this customer base’s energy-related values and needs towards the specific strengths of that utility. EMS is working with clients to identify and develop strategies for capitalizing on the undeveloped and unarticulated needs and values of this group. EMS has both the knowledge and experience to help utilities develop strategies to help customers in this high-potential segment migrate to other more actionable and retention-friendly segments. This effort is and will continue to be critical in the face of deregulation. If you don’t pay attention to this large residential segment, your new competitors will!