modern engagement for the ”digitally...
TRANSCRIPT
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Modern Engagement for the ”Digitally Disengaged”
July 19, 2016
Dan ZasloffDirector of Product Marketing
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Quick intro
DAN ZASLOFF
EnergySavvy
Director of Product
Marketing
ENERGYSAVVY
Cloud software for utilities
• Customer Engagement
• Business Process Automation
• Data-Driven Insights
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The World is Changing
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Customers are happier with energy efficiency
Not aware of EE programs
Participate in one program
Engaged in 7 or more programs
JD Power on Customer Satisfaction
and Energy Efficiency – May 2014
+10%
+30%
EE Increases Customer SatisfactionJD Power scores prove impact of awareness and participation
587
655
834
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How do you extend your reach?
??
????
???
Engaging the 70% “Digitally Disengaged”
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Directly Engage Your CustomersConvergence of Digital and Physical
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Digital / PhysicalNot one vs. other; one + other
Digital
• Low cost
• Lots of data
• Cast wide net
• Proven & benchmarked
• 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
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Because of the proliferation of emails and the onslaught of display ads everywhere, there is an advantage of going through direct mail.
Yory WurmserDirect Marketing Association
“
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Home Energy AuditCustomized, targeted direct mail, to your customer’s doorstep
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Home Energy AuditCustomized, targeted for your schools, community centers, and events
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Overall Results
17% Response rate1.2% 1.4%
13.0%
16.7% 17.0%Response
11% Higher Satisfaction
Statistical significance at 95% confidence level
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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 WorksBlend of technology and user experience
Utility / Vendor
Customer
17%Average response
rate including offline
and online
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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
occupancy
Low income
households
Older
customers
Direct Install
Kits
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Case StudyMinnesota Energy Resources
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Minnesota Energy ResourcesEngagement 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
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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 OverviewTested response among three challenging customer segments
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Community SnapshotBemidji, 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
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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
ResultsAnd what they mean
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Drive Completions, Program Adoption, and Customer Satisfaction
Engage 100% of your customers