What can marketers learn from DSM information systems?

Conference · Sat Dec 31 04:00:00 EST 1994

OSTI ID:192112

Sabo, C A; Collins, G F

A comprehensive information system can support a number of DSM functions simultaneously, including DSM resource planning, program planning and development, program administration, and evaluation. In addition, related functions such as load forecasting, market research, market planning, load research, system planning, system operations, customer service, and load research can contribute to and benefit from systematic collection. analysis, and reporting of customer information. Further, these DSM information systems can evolve into full-service information systems to meet today`s changing needs for more information to support marketing efforts. DSM programs, like any other offerings, require a thorough understanding of the market and the most effective ways to reach that market. Today, many utilities have committed to meeting significant portions of their future load growth with demand-side resources. Meanwhile, many customers, particularly large industrials, have become very sensitive to the cost of DSM programs and their impacts on utilities` rates. Consequently, many utilities have undertaken large-scale market research projects to learn more about their customers` energy use patterns, needs, desires, characteristics, future plans, and financial requirements. This information can be used for a variety of purposes, but the overriding concern in recent years has become, {open_quotes}How can we gain more customer participation at the lowest possible marketing cost?{close_quotes} The industry is now bracing for a much more competitive future. Competitive wholesale markets prompted by the National Energy Policy Act (NEPACT), the prospect of retail wheeling, traditional competition from other fuels, and well-funded providers of energy services or DSM services have all become sources of concern for utility management. Knowledge about customers gained from implementing DSM programs can provide a tremendous boost to developing competitive strategies for the future.

• OSTI ID: 192112
• Report Number(s): CONF-940129--
• Country of Publication: United States
• Language: English

Related Subjects

29 ENERGY PLANNING, POLICY, AND ECONOMY
99 GENERAL AND MISCELLANEOUS
INFORMATION
INFORMATION SYSTEMS
MANAGEMENT
POWER DEMAND