Customer Story

SMUD

Ongoing customer engagement helps SMUD build awareness, exceed marketing KPIs, and shape strategic decisions

SMUD Achieved

81% above advertising conversion goal

$1.4m in savings + avoided costs

Shaped the successful launch of a new program

Overview

SMUD, a community-owned, not-for-profit electric service provider in Sacramento, California, used its insight communities to develop a deeper partnership with customers, improve marketing programs and deliver high-quality insight in less time.

Goals:

Customer experience
Marketing effectiveness
Product innovation

Business Challenge

To effectively raise awareness and adoption of new programs, SMUD wanted to engage with customers faster than it could through traditional research. SMUD wanted to involve customers in the decision-making process and fulfill their vision of building trust with the community they serve.

Solution

The organization leverages the SMUD Plugged-In and SMUD Power-Voice insight communities to engage with residential and commercial customers.

Results

Community feedback shaped the naming, development and successful launch of a new energy-saving program. The communities also helped SMUD’s marketing team exceed KPIs one month early for a major campaign. Encouraged by the success of these customer communities, SMUD recently launched an employee insight community to gather staff feedback.

"Our communities have played a significant role in getting customer input and insights—critical information that guides strategic decisions at our company."

– Tom Jas, Manager of Marketing, Market Research and Data Analytics, SMUD

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