A poll of 2,000 consumers has shown some interesting insights into how segmentation affects channel preference within the utility market.

We commissioned the study by market researchers at Vision Critical late last year which included an investigation into consumers preferred contact channels when dealing with energy providers.

When asked ‘Which of the following do you think is the best way to get your questions about pricing, changes and services answered rapidly and according to your individual circumstance from energy providers?’, the poll highlighted some interesting variations between different age groups. For example:

  • 16% of 25-34 year olds prefer phone contact compared to 27% of over 65s
  • 16% of 25-34 year olds prefer smartphone compared with only 4% for over 45s
  • 17% of over 65s preferred letters, compared with 8% of 35-44 year olds

So why are these insights so important?

In an industry where multi-channel contact is widespread, understanding differences in channel preference is critical in providing the best customer experience to consumers in the right way and via the right channels. We’ve also known for a long time that segmentation and personalisation is an important step to delivering first class customer experience.

Understanding segment differences in channel preference allows companies to optimise customer experience and improve CSAT through delivering relevant and personalised content, and by the most appropriate channels to customers. One size may not fit all. So understanding these channel preference differences enables companies to make informed decisions about what content to deliver, by which channels and to which segments.

Of course, this insight isn’t limited to the utilities market but the research highlights some interesting opportunities here!

Find more new research here: CSAT is an important influencer when switching utilities


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