Inform Vision and Strategic Pillars

A leading utility provider sought to gain a stronger understanding of customer priorities and reactions to a shift in the company’s vision. Research was needed to inform a compelling and emotionally rich communication strategy focused on new sustainability efforts.

APPROACH

W5 conducted online communities with existing customers to capture motivations, behaviors, and emotions influencing engagement with utility company services. The discussion addressed the impact of 2020 and expectations for how a local service provider should support their customers, the community, and society as a whole. To understand attitudes and perceived value of sustainability, customers were asked to evaluate stimuli that included sustainability initiative messaging and identify key benefits and opportunities for telling the story the right way.

RESULTS

The client came away with a deeper understanding of its customers’ experience with the utility provider and how they prioritize utility service offerings. By gathering perceptions to the sustainability stimuli, W5 helped identify requirements for the client to tell its story in  an authentic way.