Churn management in utilities
by David Borras, Javier Serra

Managing customer churn in power and gas utilities is a top priority in most European markets. Utilities are faced with ever-increasing challenges due to shifting customer preferences, the appearance of new offerings and of new competitors with different business models. The situation calls for a new, fresh look at how well customers are being served. Starting from the company’s ambition and priorities, the three elements discussed in this article – customer needs and attractiveness, tailored offering and a good quality service- need to be thoroughly reviewed.