IDENTIFYING THE ATTITUDES, ACTIONS, BELIEFS AND VALUES THAT DRIVE CUSTOMER COMMUNICATION

摘要

Recent research identifies that if we want to understand the value connectors and messages that resonate with customers, we need to identify their Attitudes, Actions, Beliefs and Values (Maibach et al. 2011). This is because Attitudes, Actions, Beliefs and Values drive the information humans need to create engagement and understanding. The objective of this paper is to introduce utilities to the concept and power of an audience segmentations analysis, based on identification of customer Attitudes, Actions, Beliefs and Values, to identify strategies for connecting with customers. Two examples of recent statistically significant utility surveys provide insights on how utilities are using surveys to create audience segmentations and using the information to target customer messaging and educational strategies that build understanding, trust and support.