For a utility company to be successful, they need to constantly find ways to increase revenue, reduce expenses, and improve customer satisfaction. That’s where customer alignment comes in. This guide will walk you through what alignment is, why it’s so important, and how market research relates. 

What Does Customer Alignment Mean?

Customer alignment is when a utilities’ suite of offerings match their customers’ needs, expectations, and wants. Researching customers’ alignment with the utility programs gives insights that improve messaging, features, and benefits that speak to customers. In turn, customers get a better experience, participate in more utility programs, ultimately increasing revenue.

How Is Alignment Accomplished?

The process is simpler than you’d expect. Start with basic market research; talk to consumers about what they’re looking for and how they view your services. Next, analyze your programs to determine if they deliver what your customers want. 

For example, do you offer too many programs or not enough? Are customers confused about what services you provide? 

You may offer services that you believe are essential, such as home audits or automatic payments, but your customers may not find them helpful. If that’s the case, you may need to shift your resources to other programs. For example, your customers may benefit from billing options like fixed bill or lists of utility approved contractors.

Why Is Alignment Essential for Utility Companies?   

In the utility business, customers rely on you to teach them about your offerings, options, and programs to reduce their energy bills and gain control of usage. As a result, you need to intimately understand your customers and their habits. 

By doing so, you can increase awareness of your programs and speak to consumers effectively, enhancing engagement. This, in turn, will mean happier and more satisfied customers, resulting in higher revenues. Plus, by aligning your brand with consumer needs, it becomes far easier to up-sell services to current customers. 

If you manage a utility company and need help with customer alignment and market research, contact Direct Options INC. The company is based in Butler County, OH, and has been serving businesses across the Midwest for almost 30 years. They’ll start by assessing your current programs and marketing efforts using a quick survey. Next, they’ll determine which of your services are over- and under-valued, using that information to enhance your offerings. Call (513) 779-4416 to set up a consultation, or head to their website to learn more about their services.