Champions of a cause
As customer choice becomes more and more of an issue, utilities are looking at ways to differentiate their company and service. This article describes one tactic - cause-related marketing - for building customer loyalty to the utility brand. As utilities focus on marketing and are less able to justify short-term philanthropy, cause-related marketing may help them at once meet a social need and create competitive advantage. It may even help break down the organizational boundaries that inhibit the communication, flexibility, and creativity needed to succeed in a competitive market. Successful utilities likely will have service packages that are customized for different groups of customers. One or several of those groups, for example, may respond particularly to the utility`s attitude to the community or a particular cause.
- OSTI ID:
- 79363
- Journal Information:
- Electric Perspectives, Journal Name: Electric Perspectives Journal Issue: 2 Vol. 20; ISSN ELPED9; ISSN 0364-474X
- Country of Publication:
- United States
- Language:
- English
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