1. Customer-Side Segmentation
Duquesne Light Company
Roger D. Colton
April 27, 2000

2. Income Characteristics
Fixed or variable
“Extremely low” as defined in some fashion
Subject to future increases (SSI, elder)
Disruption of past income (divorce, death)
Temporarily disrupted (unemployed)
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3. Energy Characteristics
High heating bill
High home energy bill
Ability to control energy bill
Dominion over energy bill
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4. Knowledge Characteristics
Understanding & controlling home energy costs
Alternatives to high cost choices (RTO)
Accounting for energy in housing choice
Available public assistance (EITC?)
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5. “Skills” Characteristics
Household budget skills
Household planning skills
Eliminating crisis management focus
“Soft” skills (communication)
Job training
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6. Partnership Characteristics
Recognize personal responsibility
Help control usage
Engages in appropriate communication
Does not inappropriately “game system”
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7. Special Barriers to Overcome
Overwhelming crises
“Just stop the DNP” syndrome
“You owe me” syndrome
Reticence to take public assistance
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8. Customer Segmentation Summary
Income Characteristics
Energy Characteristics
Knowledge Characteristics
“Skills” Characteristics
Partnership Characteristics
Special Barriers to Overcome
Not lifestyle choices (“live within means”)
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9. Customer Segmentation Summary
Income Characteristics
Energy Characteristics
Knowledge Characteristics
“Skills” Characteristics
Partnership Characteristics
Special Barriers to Overcome
Not lifestyle choices (“live within means”)
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10. For more information:
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