Why utilities should care about customer segmentation

As utility companies continue to focus more on customers, Bain & Company partner Stu Levy point out a major flaw in their approach: failure to establish customer segments. Treating all customers as if they have the same wants and needs is not the best approach, as "segmentation allows a utility company to be customer-centric", better understanding the needs of different customer groups. Levy acknowledges that regulation causes "unique issues" that retailers do not have to face, but states that utility companies have "a lot to learn from those non-utility industries."