Self-serve: Cheap can be very expensive

June 24, 2010 at 1:33 pm | Posted in Self-serve, Utility Customer Service Industry | Leave a comment
Tags: customer loyalty, Green Mountain Energy, self-serve, self-service models in utilities industry

Not so long ago in a land not too far away (Pennsylvania), I got completely swept up by the corporate culture of one of my clients – Green Mountain Energy.  It was the late 90s and people were doing all sorts of crazy things, like choosing their own energy provider! 

Pennsylvania had just been deregulated, New Jersey was well on its way and Green Mountain was working hard to become the incumbent of choice.  They were out in force, sponsoring concerts and festivals, buying massive amounts of radio airtime, working with charities and grassroots organizations within the community – in short, actively interacting with and engaging their customers.  What a concept!

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