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Nearly every utility is certainly past the startup phase, but that shouldn’t preclude them from an entrepreneurial mindset—particularly when it comes to customer programs. Utility customer expectations are changing quickly, and utilities must compete for their limited time. To maximize the value of their offerings, entrepreneurs constantly observe and measure customer behavior, then make rapid decisions. Utilities could benefit from the same sort of design-based thinking, using a “test and learn” approach to their customer programs.

This study considers:

  • What are current utility approaches to test their customer engagement efforts?
  • What are utility perceptions of design-based approaches to test customer engagement?
  • Where are the opportunities for growth and change in testing?