To assess PSE's value-added opportunities, Marinou profiled the company's customers, pinpointing those with greatest influence and likely largest lifetime valuation. She investigated customer demand for solutions in addition to energy by combining information from PSE managers and secondary research.

For the Internet initiative, Marinou led a team of PSE managers through a progressive Web development process and engaged PSE business units to develop a sensible business case. The core technical strategy was integration of best-of-class, third-party software and ASP services into an XML-based Web structure supported by a highly capable and scalable enterprise content management system.

Results

Marinou built business models for products and services that contributed to earnings and are in-line with the firm's distribution focus. The models represented a less labor-intense, higher-margin approach to PSE. They also leveraged the company's market assets in partnerships to deliver customers best-value options. Valuable by-products were the fresh perspectives PSE managers gained and analytical tools for future product or service planning.

PSE launched a new corporate website that achieved its objective of delivering the novel Personal Energy Management program which has since won industry acclaim, including audience with President Bush. An easy-to-use eCustomer Care system, that is also quite cost-effective for PSE, is also integrated into the site. Additional e-services will be added continually. A valuable by-product of this effort was the "e-education" of many PSE managers.