As the date of random assignment draws near in Georgia’sderegulated gas market, Georgia Natural Gas Services (GNGS) iscatching up to Scana Corp. in terms of statewide market share. Dueto its success in the race for Georgia gas customers, GNGSannounced last Monday it will open a new call center in Cobb Countyto help answer newly-acquired customers’ questions. The Atlanta GasLight (AGL) affiliate has won over one-third of the 839,000 totalswitches, second only to Scana Corp.’s 38% market share.

“The numbers we’re seeing definitely show that we’re closing thegap between us and Scana,” said Steve Gunther, GNGS president. “Ourmessage is continuing to get out through broadcasts and directmailings. Also, people are realizing that they are running out oftime to switch.” Gunther did not say whether GNGS’ strategy willchange now that the race for customers is reaching the final lap.

The call center is the latest move in the overall last-minutepush by GNGS to compete with Scana Corp. as the top marketer in thestate. Since early May, when the Georgia Public Service Commission(GPSC) notified customers who hadn’t switched from AGL that theyhad 100 days to choose or be randomly assigned to a marketer, GNGShas stepped up its efforts to capture 275,000 people. Scana whichrecently redirected its marketing efforts, has captured over310,000 people.

The GNGS call center, expected to be operational in earlyAugust, will be staffed by a total of 200 people. Jobs at the newcall center include customer service, technical, training, andmanagement positions. It will handle calls from customers seekingassistance on establishing service as well as billing inquiries.

Scana is not standing idly by. Earlier this month, the SouthCarolina-based company launched a promotion with Delta Airlines inwhich every customer that signs with Scana will be entered into adrawing to win one million Delta Sky miles. “We are pursuing thispromotion as aggressively as we pursued our successful $50 offer,”said Brian Duncan, a Scana spokesman. “Our market share is ataround 38 to 40%, which is higher than anybody expected. I thinkwere happy with that number although we’ll do everything we can toget more.”

Scana jumped out to an early lead in the race thanks to a verysuccessful and aggressive marketing strategy. Offering a $50 rebateon switching customer’s first gas bill, Scana flooded the airwaysand mailboxes with its message. The promotion ended last spring.

The number of switches will grow increasingly important as Aug.11 approaches. On that date, the GPSC will tabulate the marketshare for each company competing for customers. The randomassignment process will be determined by the results from the Aug.11 survey.

“A huge amount of work is still needed to be done in ourmarket,” said AGL spokesman Ross Willis. “Ideally, there shouldn’tbe one customer who is signed to a marketer by the state. But thereality of the situation is that almost 600,000 people stillhaven’t switched and there is only a month and a half left beforethe Commission determines the random assignment process.” JohnNorris

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