Opportunities for Adaptive Approaches to Customer Program Testing

Jan 18, 2018
 
 
Understanding customer preferences and behavior is essential to designing effective customer programs. In a recent survey and White Paper, Nexant and ZPryme find that utilities may benefit from an entrepreneurial approach to customer program testing and optimization that utilizes experimental data and rapid program optimization. The survey data presented indicates that most utilities have an interest in better understanding their customers but aren’t using the customer data they collect to the fullest in the design or delivery of their programs. We also found that constraints, such as budget, resource availability, and employee skills are top challenges for improving the testing and optimization of programs. Our survey suggests that utilities are more prepared than they think to apply entrepreneurial thinking to their customer program operations.