reaching small business customers: successful strategies and the ones that got away
DESCRIPTION
Struggling with what to do for your small and midsized (SMB) business customers? Well, you’re not alone. But a number of utilities have come up with some innovative approaches for improving engagement with their SMB customers. Get inspired by the creative ideas being implemented to better serve and communicate with this hard-to-reach customer segment.TRANSCRIPT
Successful Strategies and the Ones That Got Away Reaching Small Business Customers
© 2011San Diego Gas & Electric Company. All copyright and trademark rights reserved.
Brandi Turner Energy Innovation Center Manager
E Source Forum 2014 September 29–October 2, 2014
What’s impacting our SMB customers…
General Rate Case Costs
2013 & 2014 Small Commercial Class Average Rate Changes
Combine that and what do you get?
18.2
19.6 20.3 20.1 20.1
21.2
22.8
23.8
1415161718192021222324
Cent
s/kW
h
31%
Marketing Drivers
• Changing rate structures and rate increases create urgency to provide the best solution to customers.
• Solutions fall into two categories:
Pricing Plan Options Integrated Demand-Side Management Options
Business Customer Marketing Goals
Rate & Bill Education
• Informed customers • Provide tools and info for a
positive customer experience
Solutions Education & Awareness • Highlight benefits of our integrated
energy solutions
Solutions Enrollment
• Participation in prioritized offerings: – Programs – Services – Tools – Pricing plans
Create awareness of Customer Solutions
Drive enrollment in Customer Solutions
Prepare customers for pricing changes & time-of-use pricing
Bundled Business Solutions
The “4” in Good 4 Biz represents the four solution bundles that comprise the bulk of our programs, tools, and services for businesses:
1 - Expert Help 2 - Personalized Tools 3 - Financial Incentives 4 - Billing Options
Power Behind the Promise
SMB Team
Outreach Advisors
Energy Innovation Center Call Centers
On-Site Auditors
The Big Idea…
• Direct Marketing & AE Communications • Outreach Events & Presentations • Website & Social Media • Business Seminar Series & Workshops • Bill Packages • PR
• Mass Media (TV, Online, Print ) • Energy Rates & Solutions Webinars • Energy Showcase Expo & Energy Solutions Center • Business Association Collaboration Packages • Targeted Offers with Personal Follow-up • Customer Recognition & Reward
Rate & Bill Education Execution
Solutions Education & Awareness Execution
Solutions Enrollment Execution
Questions?