Power Potential: A Guide to Customer Segmentation for Utilities

When considering the future of utility services, deeply comprehending your customers is a strategic imperative. 

Our Power Potential guide outlines how, when done well, segmentation can inform a business from top to bottom, including:

• Identification of new markets
• Marketing strategy & tactics
• Product & service development
• Customer service
• Employee training

Customer segmentation research can be a valuable strategy contribution when utilities use it to:

• Provide actionable insights on future-proofing against a changing market landscape
• Inform everything from rate plan design and positioning to communications
• Identify new opportunities for revenue (like thermostat sales) and tailor innovation around unmet needs
• Identify segments that are underserved, as well as those most likely to be receptive to programs and services (like bundle campaigns)