In 1994 a large Florida, USA, based electricity supplier lost an electricity supply contract to a small city due to failing to treat the City Council as a key customer. The utility had a better priced product than the successful competitor, and were active in the community, but, given the choice between suppliers, the city decided to take the service from a more customer-focussed organisation. Learning from the experience, the utility: 1) Changed its marketing function to a key account structure...

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1.3.3 Review customer relationship approach

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