I am an award-winning customer experience expert with a knack for marketing,
customer acquisition and retention.
Over the past 19 years I have worked with corporations, plus local, federal, and
international governments to improve the quality of consumers’ lives.
Analyzing the competition to gain competitive advantage
Facilitating the dialogue to receive feedback from your customers
Benchmarking the business against the rest of the nation
Ramah Vaughn manages the Research program for Baltimore Gas and Electric (BGE). The focal point of this program is to quantify customer sentiment and use various research methods to identify opportunities to improve customer satisfaction for the utility’s 1.3 million customers.
Ramah joined BGE in 2013 after working on a mobile app project for the Army to help protect against threats abroad. In his current role, he is tasked with measuring customer’s perceptions and opinions. Ramah’s most notable achievement is delivering the customer insights that most recently changed the trajectory of customer satisfaction at BGE.
As it relates to advocacy, Ramah’s outreach has included strategizing with UNICEF as part of a global program to improve menstrual hygiene management among adolescent women in developing countries across the world. His focus was to address a lack of women’s sanitation resources which has increased school absenteeism and subsequently created an educational/economic disparity between women and their male counterparts.
Ramah also serves on the Board of Directors for Bmore See More, a non-profit organization created to encourage leadership and provide the experience of travel for young minority men in Baltimore, MD.
A segmentation methodology is an essential component to a customer satisfaction strategy. Especially in a sector like the energy sector when your main product offering is a commodity. In this case, your customer base is wide and sweeping since everyone uses your product. There is an old adage that states ‘You cant make everyone happy’. Whoever coined that term centuries ago, didn’t tap into the potential of segmentation. If you isolate various groups based on their interests, spending habits, and consumption habits, you can create unique experiences for various groups of people. The days of being a one-size-fits all utility have been abandoned and replaced with a more personalized approach.
Now that you have identified your various customer segments, next you need to serve them information that they need. This can consist of ways to save, tips, sales, and anything else your customer wants and needs. A TV campaign may not be effective with a younger audience that cut the cord. A cinema pre-roll campaign may not be effective with the limited income segment. Your campaign could be personalized to each segment.
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