CMO Council Study Finds Marketing by Utilities Must be Relevant, Targeted

Looking to address the wallet-depleting challenges of the customer, utility marketers are identifying key value-added communications and engagements to address key points of customer pain and need. Marketers intend to add value to the relationship by providing tips and ideas for conservation (62 percent); educating customers about charges, costs and service solutions (34 percent); and proactively addressing issues, complaints or concerns (34 percent). But only 19 percent of marketers are looking to deliver promotions, coupons or direct savings opportunities, despite a call from consumers for more opportunities to save.