High-Precision Energy Marketing:
Customer Style Accommodation through Sales Partnering and Interactive
Deregulation and the intense competition accompanying it requires that
utilities develop enhanced marketing effectiveness. In meeting such competition
utility companies run the risk of either attempting to treat all customers
in the same way through aggressive mass-marketing, or neglecting the substantial
volumes of small commercial and residential customers by having their
sales staff focus on large industrial customers.
We suggest that utility firms adopt a high-precision marketing approach
to address wide customer variety and broad customer demands. By utilising
a Decision Style model to segment, guide communication, and support customer
bases, it is possible to accommodate diverse customers by customising
product offerings, presentations, and service. The purpose of this paper
is therefore to identify opportunities for improving utility-customer
relationships by matching market communication and product development
to individual decision styles of customers.
The main result is an outline of a set of interpersonal business customer
interfaces and automated mass-customer interfaces that accommodate individual
decision-making habits which in turn are seen as the key for gaining precision
in the design of communications and products/services intended to meet
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