SMI London – 17/4/2015 #utilitiescocialmedia

Vassilis Nikolopoulos, PhDVassilis Nikolopoulos, PhD

CEO & co-founderCEO & co-founder

Consumer Engagement: Consumer Engagement: the holy the holy

grailgrail

Intelen, IncIntelen, Inc

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

Utility of the future: Utility of the future: build Digital build Digital

CommunitiesCommunities

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

Reduced Reduced churn (loyalty) churn (loyalty)

??

Engagement Engagement for Utilities for Utilities customerscustomers

Contract Contract renewals ?renewals ?

Optimal support Optimal support and complaints and complaints

service ?service ?

Better price Better price adaptation adaptation strategy ?strategy ?

New Sales New Sales and new and new product product

/revenues /revenues adoption ?adoption ?

What is Engagement for What is Engagement for

Utilities ?Utilities ?

Marketing & Marketing & CSR ?CSR ?

Low Cost to Low Cost to Acquire ?Acquire ?

SMI London – 17/4/2015 #utilitiescocialmedia

What is actually engagement, is What is actually engagement, is

there any standard procedure there any standard procedure

and how do I measure it?and how do I measure it?

Yes !Yes !

Intelen’s Engagement Framework Intelen’s Engagement Framework

- IEF- IEF

SMI London – 17/4/2015 #utilitiescocialmedia

Do you have a portal ?Do you have a portal ?

SMI London – 17/4/2015 #utilitiescocialmedia

How to approach the Customer

SMI London – 17/4/2015 #utilitiescocialmedia

December 2014 January 2015 February 2015

Behavioral DR Program launched

Invite to join platform sent to 5000 customers

High: 90% Profile completion

Medium: 65% Profile

completion

Low: 35% Profile

completion

High Customers

• Demographics: upper middle class, family of 3

• House/Building: 2 story large house

• Rooms: 4 bedrooms, 2 baths, family room, living room, garage

• Central heating, central air conditioning

• 3 televisions, all major appliances (state-of-the-art)

• Profile: 90% complete

Middle Customers

• Demographics: middle class, family of 4

• House/Building: Townhouse with garage

• Rooms: 2 bedrooms, 2 bath• Central heating, window-

based individual room air conditioning (3 in total)

• 2 televisions, slightly older washing machine, dryer and microwave oven; new fridge and dishwasher

• Profile: 65% complete

Low Customers

• Demographics: lower middle class, family of 5

• House/Building: 2 bedroom apartment

• Rooms: 2 bedrooms, 1 bath• Central heating, window-

based individual room air conditioning (2 in total)

• 1 television, all appliances at least 5 years old, if not more

• Profile: 35% complete

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

Let’s see how it works…

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

Utility of the future: Utility of the future: build Digital build Digital

CommunitiesCommunities

Smart meters

Social motivation

Game mechanics

Social actions/challengesMobile app

SMI London – 17/4/2015 #utilitiescocialmedia

Who to market How to communicate

What product to promote

When to drop

SMI London – 17/4/2015 #utilitiescocialmedia

Collect individual customer behavior daily (opens, clicks, usage, time on DiG, features

used / not used) Identify value of engagement

attributes Model future communication

based on successes / failures What is the optimal timing,

frequency, message, channel, or offer based on

level of engagement? What responses are critical

to success? What are nice to haves?

Response or no response – Intelligence is collected, user is

remodeled and will be communicated to again at the

optimal touchpoint

Push Communication

Open & Click

Analyze

Learn & Calibrate

App Usage

Data Capture

Touch-point Engagement

Analytics !!!

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

Develop triggers based on changes in expected bill (i.e. trending high/low mid-month, etc.)

Develop triggers based on personalized disaggregation recommendations to more efficient energy consumption (i.e. new appliances to invest in, tips to decrease specific appliance cost, etc.)

Develop triggers based on engagement with DiG and other marketing communications (i.e. need to complete survey, close to earning reward, re-engagement for lapsed customers, etc.)

Marketing Strategy

Predict customer response to specific campaigns Predict appropriate cross-sell/up-sell content Predict when customers pass through critical milestones that can

impact energy consumption (i.e. employment, marriage, children, likely to move, etc.)

Develop more robust segmentation that incorporates potential motivational drivers (i.e. environmental vs. economic) to customize content

Marketing Analytics

Integrate with ESP (email service provider) to trigger emails based upon lifecycle and engagement behaviors

Integrate with web analytics platform to personalize user experience based on segment and profile information

Marketing Technology

Data Driven Marketing & ROI

SMI London – 17/4/2015 #utilitiescocialmedia

SMI London – 17/4/2015 #utilitiescocialmedia

http://www.intelen.com

Intelen, Inc.805 3rd AvenueSuite # 902NY 10022New York, USAinfo@intelen.com

Thank you !Thank you !

Vassilis Nikolopoulos, PhD

v.nikolopoulos@intelen.com

@vnikolop

Find me on LinkedIn/FB