Modern Engagement for the ”Digitally Disengaged” July 19, 2016 Dan Zasloff Director of Product Marketing
Quick intro DAN ZASLOFF ENERGYSAVVY EnergySavvy Cloud software for utilities • Director of Product Customer Engagement • Marketing Business Process Automation • Data-Driven Insights 2
The World is Changing 3
Customers are happier with energy efficiency EE Increases Customer Satisfaction JD Power scores prove impact of awareness and participation 834 Engaged in 7 or more programs +30% 655 Participate in one program +10% 587 JD Power on Customer Satisfaction and Energy Efficiency – May 2014 Not aware of EE programs 4
How do you extend your reach? ? ? ? ? ? ? ? ? ? Engaging the 70% “Digitally Disengaged”
Directly Engage Your Customers Convergence of Digital and Physical
Digital / Physical Not one vs. other; one + other Digital Physical • • Low cost Specific targeting • • Lots of data Direct-to-home • • Cast wide net Direct-to-individual: events, schools, etc. • Proven & benchmarked • 60-70%+ of customers not on • Email utilityco.com • SEO • Hard to reach populations • SEM • Cut through digital “clutter” • In-site promotion Drive customer participation & satisfaction 7
“ Because of the proliferation of emails and the onslaught of display ads everywhere, there is an advantage of going through direct mail. Yory Wurmser Direct Marketing Association
Home Energy Audit Customized, targeted direct mail, to your customer’s doorstep 9
Home Energy Audit Customized, targeted for your schools, community centers, and events 10
Overall Results Response 16.7% 17.0% 13.0% 1.4% 1.2% 17% Response rate 11% Higher Satisfaction Statistical significance at 95% confidence level 11
How it Works Utility / Vendor Blend of technology and user experience Customer Mail Engage Direct to Customer completes Data scanned into customer and mails back survey Analytics 17% Average response rate including offline Report sent to customer Customer call-to-action and online 12
When Does it Make Sense? Use cases for a blend of digital and physical High usage Recent School Community households move-ins programs events Low income Older High Direct Install households customers occupancy Kits 13
Case Study Minnesota Energy Resources
Minnesota Energy Resources Engagement challenges and opportunities • Investor-owned natural gas utility • Subsidiary of WEC Energy Group • Serve 219,000 customers in 184 communities • Fragmented customer base • Substantially rural service area • Opportunity to engage more effectively 15
Pilot Project Overview Tested response among three challenging customer segments Segment Why Hypothesis • Difficult to engage Low income Lower online access, not • Struggle with LI programs engaging with web tools • Minimum spending requirement Seniors More seniors in rural areas More responsive to paper- based outreach • • High occupancy Greater savings opportunity? No strong hypothesis • • Better way to engage? Should be motivated • Viewed as control group 16
Community Snapshot Bemidji, MN – 2 nd highest poverty rate in the state Residential customers served 5,215 Living below poverty 26% Median income $33k Median Age 32 2013-2015 online completions 120 2015 Engage Direct completions 382 Engage Direct response rate 15.4% 17
Results And what they mean Segment Response Score Observations • Opportunity for EE & LI programs Low income 15.4% 65 • Higher response than bill inserts and DM: 14.5% QR: 0.9% email blasts • May have challenge with DIY projects Seniors 19.5% 61 • Higher response than bill inserts and DM: 18.7% QR: 0.7% email blasts • Appear to have better housing stock High occupancy 10.9% 71 • Direct mail not as high performing, DM: 9.9% QR: 1.0% though still high compared to avg DM 18
Drive Completions, Program Adoption, and Customer Satisfaction Engage 100% of your customers 19
Thank You Dan Zasloff, EnergySavvy zasloff@energysavvy.com
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