Talking About Energy (but Not About Prices)

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It’s not easy to talk about electric or gas service. Unlike consumer goods such as cars, homes or food, consumers can’t interact directly with electric or gas service: They can’t store it, they can’t give some of it to their friends, and it doesn’t really come in different colors. That’s why many utilities end up discussing their service in terms of price. Price is objective. Consumers can compare prices. Prices can help make a service more real. But focusing too much on price can be dangerous — especially if prices look like they’re heading up, as they are for many electric utilities. Looking to ways to make electric or gas service more real to your customers?

Here are five specific ideas.

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