One-up the competition. You look at the competitive landscape and see who’s already there. The way we succeed is emulating companies that have been successful in that insurgent role: the Southwest Airlines, the Apple computer. Try to upset the apple cart by doing things a little bit differently.
When I looked at the energy business, I didn’t say, ‘I’m going to get to be the same size as Exelon Energy in a few years. I’m going to emulate their style of management.’ That would be unrealistic. Characteristics of leadership that drive that company are different.
I looked at the energy business the same way somebody like Steve Jobs looked at Microsoft. These guys looked at the environment, and they said, ‘Who’s there, and how do we do it differently and better?’
It starts with your approach to customer service. You pick up any utility rate book, you’ll very rarely, if ever, see the word ‘customer’ in those books. It’s always ‘rate-payer.’ There’s this long-standing sense of entitlement. It’s not a very high bar to meet, frankly. You just have to treat the customer like a customer.
You do it one or two customers at a time. First, you answer the phone when they call. From there, it’s being respectful, answering questions that are asked, addressing concerns or problems quickly.
Look outside the box for opportunities. About a year ago, we started a different business that deals with energy efficiency. We not only sell electricity to these companies, but we help them reduce their usage.
It’s kind of counterintuitive for an energy company that’s selling electricity to help their customers reduce it. It allowed us to better understand their facility and how they were using electricity.
It doesn’t only have to be good for the customer. It’s got to be good for business. If it’s not going to generate revenue and earnings, then it’s quickly discarded as an opportunity. The other component that goes into that decision-making is how far it strays from the core of the business. We wouldn’t identify, for instance, telephones as a viable opportunity, even if it makes sense from the financial standpoint.
HOW TO REACH: BlueStar Energy Services Inc., (866) 258-3782 or www.bluestarenergy.com
