Research Release: SECC’s Understanding Your SMB Customers

The “Understanding Your SMB Customers: A Segmentation Approach” report unveils a multitude of opportunities for electricity providers to engage small and medium-sized business (SMB) customers in energy efficiency programs and smart energy products and services.

SMBs are widely considered to be the backbone of the American economy, yet as energy customers they often fall into a forgotten middle ground between residential and larger commercial and industrial energy customers. SMBs consume roughly 20 percent of U.S. energy, yet attract less than five percent of utility energy efficiency spending – pointing to an untapped potential market for utilities to service.

To improve the energy industry’s understanding of these often-overlooked and under-researched customers, the new “Understanding Your SMB Customers” report divides SMBs into five distinct market segments that are defined holistically in terms of business characteristics, such as type and size, and also by energy-related attitudes, values, behaviors and motivations.

Download the new report to learn more about the five market segments that were developed with this research and our recommendations for engagement with each.

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