Consumers are adopting disruptive technology at an accelerating rate and this is changing their behavior. Energy companies, historically slow in responding to changes in consumer behavior, reluctant to invest in consumer analytics systems, and unprepared to take advantage of their own customer data, are at a disadvantage. Energy companies must review their marketing strategies and develop their digital assets in anticipation of a changing competitive landscape and evolving customer expectations.
United States energy suppliers face a challenge that is not unique to their industry and yet each and every one of the suppliers feels the pain in one way or another. Deregulation has forced energy companies to consider new ways to profit for the first time ever: to diversify their product offering and market for the first time. An increasingly crowded field of service providers offer an ever more varied assortment of pricing, packages, promotions, and add-ons, including energy. While this is happening, domestic utilities consumers are becoming more sensitive to the value of the service compared to the price they're paying. Consumers expect to be able to purchase only the services that they require based on their individual needs. And they are becoming more discerning on customer service when they need individualized attention – and more vocal when their expectations are not met.