Consumers want one-stop shopping - everything in one package, and the telephone, too.
The role of the local electric utility could take on a much larger proportion if residential...
like telling them to see nothing. An unfocused stream of inquiries will jerk the organization's attention in all directions.
Management needs to accomplish two goals: 1) It needs to decide whether it has to watch customers more than competitors, or regulators more than some other group; and 2) it must ensure that information moves freely around the company. A random, free flow of information will give the troops the intelligence to fight the battle. Focus will bring a utility to victory. Those that do not (em or cannot (em focus, or do not have the available intelligence, will lose track of their markets and will instead find their Waterloo. t
Leonard Fuld is president of Fuld & Company, a Cambridge, MA, consulting and training firm specializing in business intelligence for new product launches, benchmarking projects, joint ventures, competitor monitoring, and mergers and acquisitions. His latest book is The New Competitor Intelligence (Wiley, 1995). Diane Borska, Director of Fuld & Company's utilities practice, has over 14 years' experience in the electric utility industry. Her experience includes work in generation engineering, prudence and rate case support, and regulatory compliance. The authors would like to thank the Lotus Development Corp. and its vendors for allowing us to interview their customers for this article.
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