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Customer segmentation
Customer segmentation
Not all customers want the same things and a ’one-size-fits-all’ approach can mean over-delivering to some customers and under-delivering to others. Our client, a major energy supplier, had a relatively straightforward segmentation of its business customers based on energy consumption/volumes, number of sites, tariffs, meters, etc. However, the company was looking for a more detailed understanding of customers’ key needs, priorities, attitudes and behaviours; and how these differ between businesses of different types, in order to develop a ‘needs-based’ customer segmentation.
An initial stage of qualitative/F2F interviews with selected customers was followed by a more extensive telephone survey, using a structured questionnaire to collect quantitative data from a larger sample of business energy end-users – this provided the basis of a robust segmentation; an iterative process, examining statistical patterns and similarities within the survey data, in order to establish the most valid segment ‘solution’ and most effective harder/tangible ‘proxy’ data that can be used to identify to which specific segment customers (and prospects) belong.
The results enabled a more differentiated strategy in our client’s dealings with its existing customers and targeting of new ones.
An initial stage of qualitative/F2F interviews with selected customers was followed by a more extensive telephone survey, using a structured questionnaire to collect quantitative data from a larger sample of business energy end-users – this provided the basis of a robust segmentation; an iterative process, examining statistical patterns and similarities within the survey data, in order to establish the most valid segment ‘solution’ and most effective harder/tangible ‘proxy’ data that can be used to identify to which specific segment customers (and prospects) belong.
The results enabled a more differentiated strategy in our client’s dealings with its existing customers and targeting of new ones.
Matching product development to customer needs
Matching product development to customer needs
The client was a supplier of electricity to industrial and commercial businesses, specialising in ‘mid-range’ customers which have half-hourly metering and a total energy spend in excess £50k p.a. The company mainly provides ‘fixed price/fixed term’ supply contracts, but was now looking to introduce a more flexible product that incorporates variable pricing and the potential for customers to benefit from wholesale energy market changes.
The aim of the research was is to identify the key needs of this type of business customer from their electricity suppliers; in particular what they most value in terms of the products/contracts available and the support services provided; and also the level of interest in a new, more flexible contract offering.
Complimentary survey elements amongst energy brokers/TPIs (in-depth interviews) and end-customers (200 x telephone interviews) provided an all-round view. Bullet point explanations and other stimulus materials were set up on a dedicated website, to be viewed during the interview, in order to ensure that the survey respondents were fully able to grasp the nature of the client’s new contract structure.
The aim of the research was is to identify the key needs of this type of business customer from their electricity suppliers; in particular what they most value in terms of the products/contracts available and the support services provided; and also the level of interest in a new, more flexible contract offering.
Complimentary survey elements amongst energy brokers/TPIs (in-depth interviews) and end-customers (200 x telephone interviews) provided an all-round view. Bullet point explanations and other stimulus materials were set up on a dedicated website, to be viewed during the interview, in order to ensure that the survey respondents were fully able to grasp the nature of the client’s new contract structure.
Brand tracking and corporate reputation
Brand tracking and corporate reputation
The client, a leading UK water supplier, needed a research project to monitor the company’s brand and corporate reputation amongst all key stakeholders, i.e. domestic and business customers, internal staff, plus other key groups such as water regulators, environmental pressure groups, politicians and utility sector media, etc. The research adopted a multi-stage approach, comprising individual surveys totalling 1,350 interviews, carried out either by telephone or online (for customers) or via face-to-face in-depth interviewing (for other stakeholder groups). Our analysis included structured equation modelling to produce an overall ‘Brand & Reputation Index’ measure, which enabled the client to monitor changes over time and has helped them to be more directed and purposeful in driving perceptions of its company image through its actions, market communications and general PR.
Key customer satisfaction monitoring
Key customer satisfaction monitoring
The client was a major UK water supply company whose engineering division offers a diverse range of infrastructure management services to a variety of industry sectors in UK and internationally. Improving customer satisfaction was highlighted as a key objective for this part of the business but, due to the varied nature of the client base, this had previously only been measured sporadically (sometimes not at all) across different business units.
Research was commissioned to provide a more consistent and unified programme of customer satisfaction monitoring across the business’ major clients. This involved a mixture of face-to-face and telephone in-depth interviews, with individual/attributed reporting alongside an aggregate/summary of the overall picture.
The results gave an overview of general satisfaction levels and key client service issues which fed into the company’s strategy development for business growth. At a tactical level, specific reports gave the client’s account managers a detailed ‘action plan’ of what to improve in order to address individual client concerns and to improve the quality and depth of their client relationships.
Research was commissioned to provide a more consistent and unified programme of customer satisfaction monitoring across the business’ major clients. This involved a mixture of face-to-face and telephone in-depth interviews, with individual/attributed reporting alongside an aggregate/summary of the overall picture.
The results gave an overview of general satisfaction levels and key client service issues which fed into the company’s strategy development for business growth. At a tactical level, specific reports gave the client’s account managers a detailed ‘action plan’ of what to improve in order to address individual client concerns and to improve the quality and depth of their client relationships.
Relationship-building with intermediaries
Relationship-building with intermediaries
The client was a multi-national utilities company and well-established specialist supplier of energy to Industrial & Commercial businesses across the UK. A large proportion of business is through energy brokers and Third-Party Intermediaries (or TPIs), which represent a key route-to-market in this sector.
The objective was to gain a more in-depth understanding of TPIs’ needs and priorities – what they most value in terms of service and highlighting any areas of opportunity to improve.
The research programme involved a mixture of qualitative and quantitative approaches, i.e. face-to-face, in-depth interviews (with key TPIs) and more structured telephone interviews (with a larger sample of TPIs of different business sizes/market segment focus).
The results were used to inform the client’s future strategy development for this channel and help develop stronger relationships with the wider TPI community in general.
The objective was to gain a more in-depth understanding of TPIs’ needs and priorities – what they most value in terms of service and highlighting any areas of opportunity to improve.
The research programme involved a mixture of qualitative and quantitative approaches, i.e. face-to-face, in-depth interviews (with key TPIs) and more structured telephone interviews (with a larger sample of TPIs of different business sizes/market segment focus).
The results were used to inform the client’s future strategy development for this channel and help develop stronger relationships with the wider TPI community in general.
Energy services market
Energy services market
The client, a major supplier of electricity and gas in the UK, was looking for a better understanding of the main needs and requirements of business energy users, specifically in relation to energy services (i.e. data, advisory and technical), and other related on-site services (e.g. water and waste management, environmental management, etc.).
The research involved a mixture of qualitative and quantitative approaches – 200 x 20 minute telephone interviews with business energy users; followed by 10 x in-depth interviews (carried out F2F) with selected larger energy users, in order to obtain additional corroborative information.
The results contributed to a review of the client’s overall approach to energy services, focusing on offering the services which customers most value and which represent the best opportunities for business growth; and developing a portfolio of energy service ‘propositions’ targeted at the key market segments in which the company operates.
The research involved a mixture of qualitative and quantitative approaches – 200 x 20 minute telephone interviews with business energy users; followed by 10 x in-depth interviews (carried out F2F) with selected larger energy users, in order to obtain additional corroborative information.
The results contributed to a review of the client’s overall approach to energy services, focusing on offering the services which customers most value and which represent the best opportunities for business growth; and developing a portfolio of energy service ‘propositions’ targeted at the key market segments in which the company operates.
Concept testing
Concept testing
Our client provides end-to-end technical consultancy services and related products to operators of electricity networks around the World. The company was looking to understand more about consumer attitudes towards Demand Side Response (DSR) initiatives, whereby electricity providers seek to shift demand away from peak times by offering consumers financial incentives/rewards (e.g. rewarding people for avoiding using heavy energy consumption appliances such as washing machines and dishwashers at particular days/times, in response to text messages from the energy provider sent to their mobile phone).
The research comprised an online survey with a Nationally representative sample of domestic energy bill-payers; and follow-up focus groups with selected target consumer-types; and the results helped to clearly identify the overall understanding of this concept, its perceived ‘pros & cons’, the likely participation in DSR schemes (and with what level of reward) and the major ‘hot-spots’ of interest in terms of demographic profile.
The research comprised an online survey with a Nationally representative sample of domestic energy bill-payers; and follow-up focus groups with selected target consumer-types; and the results helped to clearly identify the overall understanding of this concept, its perceived ‘pros & cons’, the likely participation in DSR schemes (and with what level of reward) and the major ‘hot-spots’ of interest in terms of demographic profile.
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