[Report] Affinity Relationships in European Residential Uti TOC

REPORT CONTENTS

1.0 EXECUTIVE SUMMARY

2.0 MARKET CONTEXT

2.1 Introduction
2.2 Energising customer acquisition

Examines how switching drivers can be customised and diversified to energise residential customers

* Incentivizing customers
* Targeting customers

2.3 Fortifying customer retention

Creating an emotional link to the customer through affinity driven tariff or loyalty card can reduce customer churn

* Reducing switching
* Reducing churn

2.4 Conclusion

3.0 BUSINESS & COMPETITOR DYNAMICS

* Introduction
* Strategic model definition

This chapter is segmented by business models, illustrating how affinity relationships can aide strategic development stages found within the model

3.1 Model A: multi-service retailer

Each strategic development stage is marked by Datamonitor's analysis of which affinity relationships can give strategic advantage backed up by a case study offering take-up rates for strategic insight

3.1.1 Gaining critical mass
* Key aims & objectives
* Optimum affinity relationship
* TXU Energy/ Tesco Clubcard Case study

Includes strategic analysis and estimated take-up rates

3.1.2 Developing brand identity
* Key aims and objectives
* Optimum affinity relationship
* Npower Case study

Includes strategic analysis of brand and take-up rates

3.1.3 Developing the multi-service portfolio
* Key aims & objectives
* Optimum affinity relationship
* HemEl Case study

Includes strategic analysis of service development

3.2 Model B: utility service provider
3.2.1 Creating the emotional link between utility & customer
* Key aims & objectives
* Optimum affinity partnership
* Scottish & Southern Energy Case study

Includes strategic analysis of tariff portfolio

3.2.2 Developing customer loyalty
* Key aims and objectives
* Optimum affinity partnerships
* HEW Case study

Includes strategic analysis, take-up and retention rates

3.3 Conclusion

4.0 FUTURE DEVELOPMENTS

4.1 Introduction
4.2 Perceptions to date
4.3 Target marketing
* Expanding channels to market
* Customer segments
* Customising channels to market

Analysis of how affinity marketing can leverage more sophisticated returns

4.4 Strengthening the portfolio
* Linked affinities
* Improving incentives
* Partnership set-ups

Analysis of how affinity relationships are likely to develop in the future market.

4.5 Conclusion

5.0 ACTION POINTS

Affinity Relationships in European Residential Utilities