Utility Segmentation for SRP
Bellomy's utility segmentation case study highlights innovative methods to boost customer engagement, operational efficiency, and service satisfaction.
Challenge
With a goal of best-in-class customer experience, Salt River Project (SRP) wanted to future-proof against the changing market landscape and provide value to customers beyond simply being a utility provider. To do this, SRP needed a clear line of sight to creating amazing customer experiences during each key interaction. Additionally, they needed strategic guidance around product and service innovations to meet the unmet needs of their customers.
Solution
Bellomy conducted a multi-phased segmentation exercise, beginning with a thorough discovery phase of stakeholder interviews and an online mass collaborative chat with SRP customers. Learnings from the discovery phase were carefully seeded into the segmentation survey, which was fielded in English and Spanish. The survey ultimately unearthed seven consumer segments which were then mapped to SRP’s entire customer database.
From there, Bellomy conducted a multi-day Activation Workshop that crafted unique experiences for the Brand, Marketing, Product Development, and Customer Operations divisions. The workshop helped each division solve a real-world problem using segmentation and ultimately drove strong cross-organization adoption of the solution.
Results
This segmentation provides strategic guidance around new products and services and supports corporate-wide initiatives.
As the segmentation gained traction across the organization, SRP saw cultural change and new ways of thinking. Segment-specific needs and motivations are referenced when discussing new product and service development, call center operations, campaign messaging, audience targeting, and program goal setting.
Customer segmentation may be the most important foundational study a company can do.
When considering the future of utility services, deeply comprehending your customers is a strategic imperative. To learn how customer segmentation insights increasingly help utilities navigate industry challenges, download the Bellomy Power Potential guide.
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