DSM skills are marketing skills
- Easton Consultants, Inc., Stamford, CT (United States)
Skeptics may view DSM as a convenient cover for using ratepayer funds (in the form of rebates and other financial inducements) to keep customers on the grid, thus providing electric utilities with an unfair competitive advantage. Actually, the most powerful advantages may result from the marketing skills DSM fosters. Put simply, DSM teaches utilities to understand and meet customer needs more effectively. Managing customers use of electricity has taught utilities unprecedented amounts about specific end-use technologies, about customers fuel and equipment selection practices and preferences, and about what it costs to serve their customers. As DSM programs have become more market-driven, utilities have become better communicators and salesmen in order to win customer participation. The result: DSM departments play an increasingly central role in managing customer relationships overall and in developing and implementing competitive strategies.
- OSTI ID:
- 5286457
- Journal Information:
- Fortnightly; (United States), Journal Name: Fortnightly; (United States); ISSN FRTNE8
- Country of Publication:
- United States
- Language:
- English
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