Marketing Effectiveness Improvements in the Spotlight for Energy Suppliers

Marketing Effectiveness Improvements in the Spotlight for Energy Suppliers

This IDC Energy Insights study analyzes global trends in utility retailers' activities, specifically regarding their customer operations. Liberalization and competition have revolutionized how utilities manage their most precious asset — their customers. Utility suppliers strive to differentiate from competition through lower prices, better customer service, and additional offerings (e.g., enhanced energy efficiency). This report leverages three industry-specific IDC surveys covering Europe (IDC Energy Insights Western Europe Utilities Survey, 2014 and IDC CXIT and Social Survey 2014) and North America (IDC Energy Insights 2014 Vertical IT and Communications Survey).

"Like never before, customers are at the center of the utility industry's transformation, which is strongly enabled by the ongoing digital transformation," said Gaia Gallotti, research manager, IDC Energy Insights. "Today, enhancing customer experience, delivering new innovative services at the pace the market, and having a multichannel approach are key elements in utility suppliers' customer operations strategies."

Please Note: Extended description available upon request.

IDC Energy Insights Opinion
In This Study
Utilities Industry
Situation Overview
The Makeup and Whereabouts of Competitive Markets
Competing for New Customers
Utility Retailers Look to Their Future with Positivity
The Approach
Continued Externalization of Utilities' ICT Operating Budgets
Utilities are Ramping Up Spending for Customer Care and Billing Solutions
Future Outlook
Marketing Effectiveness Leads Business Initiatives in Competitive Markets
Utilities are Focusing on Innovative Value-Added Products and Services to Differentiate in the Energy Commodity Market
Dynamic Pricing and Demand Response are Ramping Up
Focusing on Digital Communication Channels to Improve the Customer Experience
Essential Guidance
Actions to Consider
Learn More
Related Research
Figure: Utilities' Business Outlook for the Next 12-18 Months (% of Respondents)
Figure: Utilities' Expected Change in External IT Spending in the Next 12 Months (% of Respondents)
Figure: Utilities Line-of-Business IT Solutions Investment Plans (% of Respondents)
Figure: Utilities' Customer Care and Billing (% of Respondents)
Figure: Utilities' External Leading Business Initiatives to Support Decisions (% of Respondents)
Figure: CMOs Lead Marketing Strategy Goals to Deliver Superior Customer Experience (% of Respondents)
Figure: Presence and Activities on and Around Social Networks in the Next 12 Months (% of Respondents)
Figure: Utilities' Focus on Innovative Products and Services for Their Customers
Figure: Utilities' Demand Response and Dynamic Pricing (% of Respondents)
Figure: Presence Across Communication Channels Will Enable Superior Customer Experience (% of Respondents)
Figure: Focusing on Digital to Improve Customer Experience (% of Respondents)
Figure: Utilities' Preferred Communication Channels

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