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From the Masses

to "Andy"

Customer Insight/Segmentation/Persona Indoctrination

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Are all utility customers really the same person?



What if we just asked them what’s most important in their households?



When they already have to buy from you, what then?

Interconnective Components:


  • Assisted DTE in repositioning its brand by uncovering new and better ways of understanding their residential customer base.


  • Reviewed 18 months of proprietary research, interviewed key leaders throughout the organization, and initiated external studies to give further dimension to the findings.


  • Identified 10 distinct segments and created personas for each to be used as tools throughout the organization in moving the business forward.

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