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DSM Programs Must Target Consumers, Not Just Technology

Fortnightly Magazine - January 15 1995

consumer education are seeing an upturn in customer satisfaction ratings.

Education is more than a marketing strategy. It involves

considerably more than simply providing customers with some information on energy use, dollars saved, and theoretical benefits. Education is a process that opens doors to new ways of understanding. A strong educational program motivates individuals to learn (em to ask questions, to find answers (em and to act continually on the basis of what they have learned. By providing an educational context, utilities can improve DSM program effectiveness, build a strong and lasting partnership with their customers, and keep DSM viable as a resource

option. t

Renz Jennings is chairman of the Arizona Corporation Commission. Martin Pasqualetti is a professor of geography and Community Fellow for Natural Resources and the Environment at Arizona State University and a national consultant on energy issues. Merrilee Harrigan is senior program manager at the Alliance to Save Energy and has conducted research on the impact of education on consumer energy use. Robert Boscamp is President of EcoGroup, Inc., Tempe, AZ, and developer of the In Concert With The Environment(r) program. The authors wish to thank David A. Wilson, vice president, educational services, EcoGroup, Inc. for his assistance in integrating and editing this article.

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