Customer PROFILES

Where energy and the environment intersect -- at the "E2" point -- electric utility executives operate in a world of complex challenges, competing priorities, and alternative solutions that are poorly understood by the public. It can be a challenge to communicate with and educate a public that has a wide variety of views, but market segmentation can help companies navigate successfully. The authors have developed a framework of five segments based on specific viewpoints about: 1. the energy industry, 2. the environment, 3. global warming, 4. carbon reduction strategies, 5. future energy sources, and 6. smart grid/smart meters. Each of the five segments has a characteristic set of opinions about all these related but distinct issues -- a set that is different from the views embraced by other segments. A strong understanding of E2 customer segments in a territory can serve as a critical input for developing communication strategies when contentious issues arise.