A Decision Style Approach for Creating Customer Value through Business
The utility industry is now facing substantial regulatory and technological
changes. Deregulation will force the development of new business strategies
for creating more customer value than the competitors. New information
technology (IT) can assist in this competition by providing interactive
user interfaces to accommodate different kinds of customers. The pace
of change and increasing sophistication of customers understanding and
competitor actions necessitates various forms of collaborative strategies
like virtual organizations in the existing extensive network of power
producers and distributors.
The purpose of this paper is to provide an overview of how business and
IT considerations can be combined to create more customer value through
high-precision market learning and interorganizational systems in the
utility industry. This is done by applying a Decision Style approach for
accommodating different customer styles as well as organizational members
styles of processing information.
Market interaction can be enhanced through a Decision Style approach
to integrating business and IT sides of how customers and organizations
meet. In particular, the utility industry is a prime candidate for such
market interaction development given its extensive connections with customers
and the growing importance of energy considerations for its customer base.
Style-based business information systems enable value-creating user interfaces,
which in turn enables interactive market learning systems for high-precision
marketing efforts. Extending the range of these business information systems
to include virtual organizations of power producers and their suppliers
and distributors amplifies the strategic opportunities of such an integrated
approach to market interaction.
The entire paper in PDF format.