Do your customers know what they are buying?

This may seem a very simple and obvious question.  However, a recent study which involved our Market Research team revealed that consumers have very little idea what they are buying when they buy power (gas and electricity).  They know what they pay but they don’t know what the money buys them.  Because they have no understanding of “the product” they have no way of working out what sort of savings they will get if they reduce use of specific appliances.  This is turning out to be a real barrier in building relationships with utility customers and to energy conservation initiatives.  It is always helpful to ask customers if they understand what you do!