Changed consumer expectations, new competitive threats and contracting traditional revenue sources are forcing utilities like DTE to reinvent how they engage/sell customers. By reinventing DTE’s Insight product line, ID Lab gave DTE the answers it needed, and took the actions necessary, to win against all three market pressures.
ID wrote the business plan, completed a comprehensive customer and journey analysis and overhauled all marketing. Taking a consumer marketing and product management approach, we structured the DTE Insight product line into three easy-to-buy offerings; the digital app, the Energy Bridge and DTE SmartHome (a simple to buy good/better/best approach). We then repositioned the product toward the home automation market (IoT) which delivered an increase in product revenue, energy savings and laid the foundation for a new long-term revenue source.