Competition, diminishing switching costs driving high churn rates and price volatility are forcing all players within the Utilities sector to re-evaluate the way they market themselves and their products. This is further driven by the interest shown in the sector by marketing organisations with no history of energy provision. Additionally, there are significant changes pending, driven by concerns over future supplies and, of course, the environmental agenda. Against this backdrop, the need for bespoke, evidence-driven insight is clear. From reviewing the impact of customer experience on retention to evaluating acquisition strategies and assessing competitor activity, KAE can support marketing strategy development in the Utility sector. Over the last year KAE has: Investigated the market opportunity for integrated environmental services for a multi-service utility Provided insight into competitor marketing strategies for a major UK energy supplier Investigated B2B customers’ requirements for e-commerce provision - Defined a segmented customer experience strategy for a leading supplier
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