New ways of influencing customers ~electric utility stategies

The Danish utility NESA wants to profile itself towards its customers. In Denmark, only a handful of the largest customers-one of which is located in NESA´s supply area-have been given the freedom to choose their electricity supplier by themselves, but everybody expects the number of customers on the free market to increase in the nearer future. Everybody is preparing themselves for this situation. NESA´s profiling must also be seen as a preparation for the liberalisation of the electricity market in Denmark. NESA profiles itself in several ways. In this paper, is described how NESA tries to make its customers take interest in their electricity and energy consumption and simultaneously make them aware of who their electricity supplier is. This effort is aimed at all customers even though the measures for the various customer groups differ.