81%

above advertising conversion goal

$1.4M

in savings + avoided costs

Shaped the successful launch of a new program

Overview

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

Industry
Automotive, Energy & Utilities
Category
Marketing
Use cases
Concept testing
Ad research
Customer engagement
Employee engagement
Key benefits
Speed to insight
Research savings
Stakeholder alignment
Higher quality insight

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.

Solution

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.

Results

81%

above advertising conversion goal

$1.4M

in savings + avoided costs

Shaped the successful launch of a new program

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