High-Precision Marketing through Customer Style Accommodation:
Utility Industry Applications
Traditional volume-based marketing aims at maximizing the number of offering
exposures to potential customers. This tends to neglect the great number
of rejections involved in such mass-marketing that can undermine the future
The paper discusses the alternative approach of emphasizing high-precision
marketing where sales can be increased with fewer rejections and greater
long-term customer retention through personalization of product development
and market communication.
A Decision Style model is presented as a tool for adapting both what
is offered and how it is presented to the customers. It is essential that
both the developed product and market presentation are done so they accommodate
the specific customer decision styles in order to increase sales probabilities.
The Decision Style approach towards high-precision marketing is particularly
suitable for accommodating customer styles in the utility industry, given
its varied industrial/commercial and residential/household customers.
We present some preliminary findings how individuals differ in terms of
electric power system preferences (such as how many new services they
are interested in and if they want to control the services themselves
or let the power supplier do it for them) depending on their Decision
The entire paper in PDF format.