Utility enters highly competitive environment and stems customer defection

SITUATION
Utility company was entering a period of mandatory deregulation. Cinergy wanted to understand what service attributes were most (and least) pleasing to customers, to increase customer acquisition and retention.

INSIGHTS
Resonance identified the emotional and motivational components of customer satisfaction and potential defection. Motivational Segmentation indicated that up to 40% of the customer base was vulnerable to switching energy suppliers, for a variety of reasons.

IMPLICATIONS
The client could now aggressively address negative issues with customers using targeted marketing programs.

RESULTS
Cinergy has survived the transition into deregulation by revamping its positioning and changing the way it communicates with customers - based on Motivational Intelligence generated by Resonance Technology.