Successful Utilities in the Competitive Market
Abstract
The competitive electricity market for major customers commenced in Victoria in 1994, New South Wales in 1996 and Queensland in 1998. Since that time there have been considerable changes in the relationships between electricity retailer and customer. There have been considerable cost savings achieved by customers and a change in industry focus with the balance of influence shifted to the customer.
This paper presents the findings of an in depth survey of these customers and discusses their changing perceptions of the electricity market. Retailers of electricity are provided with strategies needed to bridge the gap between what is offered and what will win customers business.