In the seven markets in Europe and the US investigated, service expectations are rising. However, different customers demand different types and levels of service. Utilities must see service as a way to positively differentiate themselves from their competitors. Datamonitor identifies five emergent consumer trends and segments and advises utilities on how they can respond to these effectively.

• A quantitative assessment of five key global service-related trends and the impact they have for utilities
• Detailed value-added analysis of primary research across eight markets in Europe and the US
• An investigation into four customer types, their service expectations, preferences and needs in relation to utilities

25% of consumers are highly service conscious and their needs should be identified and met by utilities wherever possible. However, investing in internal service processes and complaints procedures will ensure that the occurrences of poor service are kept to a minimum.

With 34% of US adults accessing the Internet via broadband in 2004, garage influentials are a minority segment with the power to influence many. Garage influentials may be potent sources of viral marketing but their expectations of service are higher than the average consumer and utilities will have to impress them both off-line as well as online.

Experiential consumers value lifestyle experiences rather than material possessions and, with 33% falling into this category, are a significant and growing segment. Utilities should offer services and products which emphasise connectivity, comfort and well-being or forge partnerships with brands promoting experiences of travel, culture or home.

• Understand consumer attitudes to service and be in a position to meet expectations and so increase customer retention and acquisition
• Fine-tune marketing and advertising campaigns to address current and emerging consumer trends and behaviour
• Examine how price, choice, competition and brand influence relationships to service and design products that appeal to a variety of customer segments