Marketing to Midsize-Business Customers: Part 1 - Case Studies: Industry Report

Marketing to Midsize-Business Customers: Part 1 - Case Studies

Product Type: Market Research Report
Published by: IDC
Published: August 2006
Product Code: R104-27380

Description

The midsize-business market is a challenging segment for utilities to serve. Midsize businesses are more energy savvy than smaller businesses, but have little time for anything other than their core business functions. These businesses expect customized services, but the sheer size of this segment makes one-on-one contact difficult for most utilities.

How can utilities effectively market to and serve this segment? In Part 1 of our research on the midsize market, we highlight the experiences of selected utilities that have found answers to that question.

Table of Contents

Table of Contents
Energy Insights Opinion
Table: Utilities Highlighted in This Perspective
Lessons Learned
Account Representatives
Plans for the future
Long Island Power Authority: account representatives
What drives customer satisfaction with account representatives?
Figure: Drivers of Satisfaction with Account Rep Performance
Figure: Account Rep Follow-Through - Performance Vs. Satisfaction
Proactivity
Familiarity with the customer's business
Figure: Account Rep Proactivity - Performance Vs. Satisfaction
Figure: Familiarity with the Customer's Business - Performance Vs. Satisfaction
Dedicated Phone Representatives
Salt River Project: phone representatives
LG&E Energy's Business Service Center
Business customers' expectations for call center performance
Call center-drivers of satisfaction
Figure: Drivers of Satisfaction with Call Center Performance
Call center-sensitivity of satisfaction to specific performance levels
Figure: Characteristics of Call Center Representatives - Performance Vs. Satisfaction
Figure: Total Time on Phone - Performance Vs. Satisfaction
Figure: Hours of Availability for Call Center Representatives - Performance Vs. Satisfaction
Long Island Power Authority: business call center
Online Services
Wisconsinpublicservice.com
Results
Email Marketing
Salt River Project: email alerts
Notes
Synopsis

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