Analytics-Based Strategies for Utility Commercial Customer Engagement

Jenny Zhao

 

Commercial customers today have more choice in how they procure and generate energy. Utilities, on the other hand, are facing a rise in efficiency savings targets as well as opportunities to establish new revenue streams. It is clear that the utilities industry must establish deeper relationships with its commercial customer segment in order to successfully navigate this changing landscape.

Fortunately, utilities are in a prime position to take marketing and engagement to the next level through interval meter data that they are already collecting. This data provides high-frequency, near-continuous visibility into how their customers are consuming energy and using their services.

To harness this information, a new class of energy analytics solutions has emerged to translate raw data into actionable, building-specific insights and personalized customer engagement. In this white paper, Retroficiency highlights five best practices that utilities should implement in order to fully maximize their analytics engagement efforts. These include:

1. TARGET CUSTOMERS, BY BOTH NEED AND WANT

Utilities should look to target customers based on their energy improvement opportunities (their need) and their likelihood to participate in a program or offer (what they want).

2. ALIGN CHANNEL OUTREACH WITH R.O.E. (RETURN ON ENGAGEMENT)

High potential customers warrant high touch engagement, whereas lower potential customers can receive lower cost marketing.

3. PERSONALIZE THE MESSAGE TO YOUR AUDIENCE

Analytics-enabled insights must be delivered with the appropriate message in order to resonate with each individual customer.
Download the whitepaper to read more about these and other strategies, or reach out to us to discuss how we can help you with your efforts.

Cross-posted from the Retroficiency blog.

Related content:

No comments yet.

Comment on this post