Energy, Cable Customers Want Facts by Mail

Share this content:
Consumers want information from energy and cable companies, and they want it by mail, according to a survey by Customer Development Corp., Peoria, IL

Seventy-five percent of respondents to the 15-minute telephone survey, which was completed by 171 randomly selected heads of households in the top 50 metropolitan statistical areas, said they wanted to receive promotional and informational material from energy companies and cable operators through the mail. Ten percent wanted to be contacted through television and radio ads, 7 percent by telephone and 4 percent by way of their bills.

"This was surprising to me," said Kathy Brown, marketing manager at CDC, a database marketing company. "We really didn't expect this. In fact, we expected them to be more positive about TV ads."

The study also found that consumers are interested in seeing how energy deregulation will benefit them through more choices, better prices, better customer service and additional integrated services. When making cable choices, consumers showed interest in bundled products and services -- such as Internet access, local telephone service and long-distance service -- and are more likely to respond to promotional materials if they are informational rather than promotional.

CDC developed the survey to assess consumers' knowledge of cable and energy deregulation to determine their attitudes toward local providers and to explore the issues of price, cost and value to understand their buying preferences.

"We had some questions, because these are really attractive marketplaces for us to go after, and we couldn't find answers to many questions about these industries," Brown said. "We felt that it was very important for us to understand what is going on in the industry before we went out and tried to sell products based on our ability to develop marketing programs."

Other findings:

* 88 percent of energy customers said they were at least somewhat likely to seek information about alternative energy providers and were looking for a 6 percent to 10 percent savings to switch.

* 70 percent of cable customers cited price as the most frequent motivation needed to consider switching to another cable provider and would switch providers if cost savings were, on average, 6 percent to 10 percent lowered.

* 66 percent of respondents are very likely to return a coupon mailed to them from energy providers or cable operators.

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above