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Utility Small Business Segment
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Establishing a Relationship with a Valued Segment
Key Challenges
The forecast of small business energy demand was inaccurate and no mechanism existed to engage this group and understand their business cycle and thus energy usage.
The Approach
Integrative Growth, Inc. implemented an online business panel to gather vital information from business owners each month. Respondents report on changes to their business that can affect energy usage such as such as staffing levels, space usage, hours of production and/ or service, the purchase of more energy efficient equipment and activities to conserve energy.
Integrative Growth reports on findings and implications each month. The survey is flexible and questions can be added that are timely, topical or further help to understand a particular issue.
Outcomes
Anticipated changes in energy usage are better understood and a stronger relationship has been established between the enterprise and the small business segment. Understanding the issues from the perspective of the small business owner/ manager also provides CIP/ DSM program managers with additional marketing insights.
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