Issue

A utility's rate increase led to a higher-than-average level of customer concern, much of which was expressed in regional online forums. The company wanted to understand the tone and content of these conversations and their impact on broader brand perceptions.

Process

Market Strategies aggregated relevant online discussions that took place outside of mainstream media, primarily from social media sites, dating back six months to when the rate increase occurred. Using statistical analysis and text mining, we examined the volume and frequency of conversations and identified major themes.

Result

Our analysis demonstrated that while the rate increase triggered a deeply emotional response from customers, the reach of the discussion was limited. A small network with unknown influence on the broader population generated much of the most urgent discussion. Nevertheless, the company concluded that more direct engagement with customer networks would benefit its brand when future rate increases were planned.

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