Modern Engagement for the Digitally Disengaged July 19, 2016 Dan - - PowerPoint PPT Presentation

Modern Engagement for the ”Digitally Disengaged”

July 19, 2016 Dan Zasloff Director of Product Marketing

Quick intro

DAN ZASLOFF EnergySavvy Director of Product Marketing ENERGYSAVVY Cloud software for utilities

• Customer Engagement
• Business Process Automation
• Data-Driven Insights

The World is Changing

Customers are happier with energy efficiency

Not aware of EE programs Participate in one program Engaged in 7 or more programs

+10% +30%

EE Increases Customer Satisfaction

JD Power scores prove impact of awareness and participation

587 655 834

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

• Low cost
• Lots of data
• Cast wide net
• Proven & benchmarked
• Email
• SEO
• SEM
• In-site promotion

Physical

• Specific targeting
• Direct-to-home
• Direct-to-individual:

events, schools, etc.

• 60-70%+ of customers not on

utilityco.com

• Hard to reach populations
• Cut through digital “clutter”

Drive customer participation & satisfaction

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

Home Energy Audit

Customized, targeted for your schools, community centers, and events

Overall Results

17%

Response rate

1.2% 1.4% 13.0% 16.7% 17.0% Response

11%

Higher Satisfaction

Mail Engage Direct to customer Customer completes and mails back survey Data scanned into Analytics Report sent to customer Customer call-to-action

How it Works

Blend of technology and user experience

Utility / Vendor Customer

17%

Average response rate including offline and online

When Does it Make Sense?

Use cases for a blend of digital and physical

Recent move-ins High usage households School programs Community events High

• ccupancy

Low income households Older customers Direct Install Kits

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

Segment Why Hypothesis

Low income

• Difficult to engage
• Struggle with LI programs
• Minimum spending requirement

Lower online access, not engaging with web tools Seniors More seniors in rural areas More responsive to paper- based outreach High occupancy

• Greater savings opportunity?
• Better way to engage?
• No strong hypothesis
• Should be motivated
• Viewed as control group

Pilot Project Overview

Tested response among three challenging customer segments

Community Snapshot

Bemidji, MN – 2nd highest poverty rate in the state 5,215 26% $33k 32 120 382 15.4% Residential customers served Living below poverty Median income Median Age 2013-2015 online completions 2015 Engage Direct completions Engage Direct response rate

Segment Response Score Observations Low income 15.4% DM: 14.5% QR: 0.9% 65

• Opportunity for EE & LI programs
• Higher response than bill inserts and

email blasts Seniors 19.5% DM: 18.7% QR: 0.7% 61

• May have challenge with DIY projects
• Higher response than bill inserts and

email blasts High occupancy 10.9% DM: 9.9% QR: 1.0% 71

• Appear to have better housing stock
• Direct mail not as high performing,

though still high compared to avg DM

Results

And what they mean

Drive Completions, Program Adoption, and Customer Satisfaction

Engage 100% of your customers

Thank You

Dan Zasloff, EnergySavvy zasloff@energysavvy.com