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One of the foremost challenges for energy suppliers over the next five years is how to meet the changing needs and expectations of their customers. In the broadest sense, these customers can be seen to sit on a continuum, ranging from disengaged with energy and climate change, to highly engaged (see diagram).
For the disengaged customers on the left of the continuum, energy supply is little more than a form of taxation that they would rather not have to think about. Conversely, with the highly engaged customers on the right, you find early adopters and innovators keen to participate in the energy transition and prepared to spend significant amounts of money, without necessarily expecting much of a return on investment.
This article is the second of a short series discussing the critical role of insight driven customer engagement in a transforming energy sector.
In my last article I argued that as energy transforms into a service-oriented sector, investment in customer insight is becoming an increasingly important means to drive engagement. Intelligent insights are the key to keep, acquire and grow the value of energy customers in a highly competitive, deregulated world.
With one or two notable exceptions, energy companies have proven to excel at selling energy to customers, however they have struggled to adopt new technological oppportunities. The solar PV boom in Europe over the last decade or so has been missed by most utilities, with the market being mainly captured by installers, distributors and manufacturers. So can energy suppliers do for energy storage what they missed out on with solar PV?
Energy storage a ‘no brainer’ for energy suppliers?
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