Case Study: SMUD achieves stronger customer engagement, savings, and marketing results with Vision Critical

Ongoing customer engagement helps SMUD build awareness, exceed marketing KPIs and shape strategic decisions

SMUD, the community-owned electric service provider in Sacramento, needed a faster way to engage customers, build trust, and improve awareness and adoption of new programs than traditional research could offer. To support marketing and strategic decisions, SMUD worked with Vision Critical and its insight communities, including SMUD Plugged-In and SMUD Power-Voice.

Vision Critical helped SMUD gather ongoing feedback from residential and commercial customers, shaping the naming, development, and successful launch of a new energy-saving program. The approach also helped SMUD’s marketing team exceed KPIs one month early and deliver measurable impact, including 81% above the advertising conversion goal and $1.4M in savings and avoided costs.

SMUD

Frankie McDermott

Chief Energy Delivery Officer