Populus’s Gary Muncaster notes: “Our research suggests that what is keeping many customers from switching is a lack of knowledge surrounding energy prices and common misconceptions relating to the switching process itself. Suppliers across the industry spectrum need to mobilise ‘Inert Customers’ to become active participants in a market that desperately needs their involvement if it is to become truly competitive.
“Inert Customers are an untapped audience, that, once engaged appropriately, have the power to shake up the market and challenge all suppliers to truly operate with the interest of the customer as their central focus.”
Given the impact that Rudd’s strategy is set to make on the energy market this year, surely the time has come for all suppliers, regardless of size, to crack the issue of audience segmentation, differentiation and relevant targeted engagement once and for all.
