Case Study #4
Electric Utility Services
Impending deregulation of the electric utility industry was forcing
a 100-year old electric utility to evaluate new potential services.
In the past, the electric utility had not been required
to compete in the marketplace and hence the firm did not have
experience in a competitive market nor a process for
developing new services or getting customer feedback.
Monaco designed and managed a customer research project for a new energy consulting
service, utilizing focus groups. As a result of the research,
the firm learned a great deal about its perception in the
marketplace, customer needs, and customers' interest in
purchasing the new service. Based on the research findings,
Carol Monaco was able to craft specific recommendations for
marketing strategy and service design.
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