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Mar 2015 - Business Strategy - Doc # EISC01X

Marketing Effectiveness Improvements in the Spotlight for Energy Suppliers

Authors: Luiza Semernya, Gaia Gallotti, Roberta Bigliani

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."

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