Leveraging Personalization to Increase Customer Engagement
and Satisfaction Brown Bag
June 23, 2016 • 1:00pm (ET)
During this Brown Bag speakers will present:
How to Stay Relevant to Your Customer: Personalization vs. Segmentation
KSV’s 2016 market research (surveying 1,500 homeowners nationwide + over 200 qualitative interviews with customers) tells us that the #1 thing customers want out of utility communications is personalization.
In this marketing session, we’ll evaluate how customers feel about communications they currently receive from their utility. We’ll analyze two important methods: Segmentation vs. Personalization.
Segmentation has always been smart marketing. It leverages common characteristics, needs, wants, interests across audiences. But how meaningful are 3, 4 or 5 segments? How alike are customers when you’ve got millions in each group?
Is segmentation an outdated approach to 21st century marketing?
Personalization allows marketers to leverage prime marketing opportunities with personalized and timely customer interactions across channels. It thrives on real-time data inputs integrated with brand-owned customer data and an always-on approach to marketing.
Ashley Nicholls, Director of Energy Strategy, Principal, KSV
Targeted Marketing: The Key to Successful Customer Outreach
So many marketing dollars go to waste each year on campaigns that never truly speak to their intended audiences. Mailers blanket entire geographic regions without regard for delivery preferences, and the content in them could easily be irrelevant to many recipients. (Why, for instance, would a couple that purchased a modernized house complete with up-to-date lighting want to read about how to install LEDs?)
The goal of this presentation is to demonstrate to energy providers that knowing their customers makes all the difference to increasing program participation, reigning in runaway marketing budgets, building lasting customer relationships, encouraging customer referrals, and more. Personalization is the foundation of a successful energy business in today’s marketplace, in which so many other industries—travel, telecom, retail—have already individualized.
Mark Gately, Data Analytics Manager, Tendril
Brad Langley, Tendril