Ongoing customer engagement helps SMUD build awareness, exceed marketing KPIs and shape strategic decisions

81% above advertising conversion goal

$1.4M in savings + avoided costs

Shaped the successful launch of a new program


SMUD, a community-owned, not-for-profit electric service provider in Sacramento, California, used its insight communities to develop a deeper partnership with customers, improve marketing programs and deliver high-quality insight in less time.

Fast Facts


Energy & Utilities



Use case:

Customer experience

Marketing effectiveness

Business Outcome:

Improve customer satisfaction

Accelerate innovation

Drive revenue growth

De-risk decisions

Download PDF

Business Challenge

To effectively raise awareness and adoption of new programs, SMUD wanted to engage with customers faster than it could through traditional research. SMUD wanted to involve customers in the decision-making process and fulfill their vision of building trust with the community they serve.


The organization leverages the SMUD Plugged In and SMUD Power Voice insight communities to engage with residential and commercial customers. Community feedback shaped the naming, development and successful launch of a new energy-saving program. The communities also helped SMUD’s marketing team exceed KPIs one month early for a major campaign. Encouraged by the success of these customer communities, SMUD recently launched an employee insight community to gather staff feedback.

81% above advertising conversion goal

$1.4M in savings + avoided costs

Shaped the successful launch of a new program

Our communities have played a significant role in getting customer input and insights—critical information that guides strategic decisions at our company.

-Tom Jas, Manager of Marketing, Market Research and Data Analytics, SMUD

Customer input helps ensure we are meeting and exceeding the expectations of all our customers, whether we’re improving existing programs and services, or introducing new ones.

-Frankie McDermott, Chief Energy Delivery Officer, SMUD

Learn how other companies are using Vision Critical's customer insights platform

Telstra, the leading telecommunications company in Australia, leverages both their employee ...



PLDT, the leading telecommunications and digital services provider in the Philippines, enhanced its ...


Widely recognised as the best airport in the world, Changi Airport places service and customer ...



Learn how you can drive customer engagement faster than ever before, just like SMUD