The Entrepreneurial Utility: Opportunities for Adaptive Approaches to Customer Program Testing

Nearly every utility is past the startup phase, but that shouldn’t preclude them from adopting an entrepreneurial mindset—particularly when it comes to customer programs. Utility customer expectations are changing quickly, and utilities must compete for their customers’ limited time and attention spans.
To maximize the value of their products and services, entrepreneurs constantly observe and measure customer behavior, and then make rapid decisions to incorporate what they learn into their offerings. Because customer engagement and satisfaction is crucial to the success of customer programs, utilities could benefit from the same sort of entrepreneurial thinking by using the Adaptive Design Process in their customer programs. But how entrepreneurial are utilities?