motivating energy consumers during moments that matter · 9 opower confidential utilities have an...

Opower Confidential1

Motivating energy consumers during moments that matter


Hi, I’m Neel

»Work with 100+ utilities


Diapers….so many choices


And then, diapers followed me around the web


This is called retargeting, and here is what Google is doing behind the scenes

A customer searches for your brand or visits your siteA customer searches for your brand or visits your site

1They learn about your productsbut leave before purchasing.

2

Google displays your ads on sites they visit later, bringing them back and keeping your brand top of mind

3

Opower Confidential6 Opower Confidential6

Behavioral segmentation enables Google to target broader audiences

Analyze the past behavioral history of visitors to the advertiser’s website

Statistically judge the characteristic intents and attributions of visitors

Target usersonline with similar behavioral characteristics


A/B testing determines the messaging we see

50% of visitorssee variation A

Variation A

23%Conversion

50% of visitorssee variation B

Variation B

11%Conversion


Increase enrollment inEE programs

But, what if we could use this technology to promote energy efficiency instead of diapers?

Source: Add your source here.

Promote new products and

services

Successfully introduce new technologies,

like AMI

Drive deeper digital

engagement

72


Utilities have an amazing amount of data at their disposal to do just that!

Consumer Rate Behavioral Demographic Psychographic Weather

Cust IDPremiseAccount

Rate CodeRate ID

Rate History

Avg. UsagePeak UsageLoad Curve

AgeSq. Ft

Income

GreenFrugalTechy

Avg. TempPeak Temp

Current Temp


So, how do we put this data to work?


Case Study 1 Retargeting – Using previous activity to target high value customers

Highengagement

Energy behavior• Overall usage• Seasonal / daily patterns• Efficiency status

• Email activity• Web engagement• Online bill pay

• EE program participation• DR program participation

Additional actions

Digital activity

4

Mediumengagement

2

Lowengagement

0

Customer activity scores


Quantifying previous behaviors and activity

Customer activity scores

Highengagement

4

Mediumengagement

2

Lowengagement

0 • No email address• No web visits or account• Rarely calls the call center• Does not participate in utility programs

• Opens 80% of emails received• Regularly goes online to see usage data• Participates in eBill and DR programs

• Have email address on file• Has gone online, but not often• Participated in one home audit


0%

10%

20%

30%

40%

50%

60%

0 1 2 3

Highly engaged customers are up to 10X more likely to participate

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

0 1 2 3

Participate in power managementParticipate in e-bill

Customer activity score,ebill component removed

Customer activity score, power manager component removed


Case Study 2Customers don’t care about energy…right?

14

68%61%

49%41%

47%41%41%

31%

I trust my utility I am willing to recommend my utility to others

US Canada Europe APAC


Reliability33

Value25

Customer Service

42

Customer service key to the value proposition

15

Customer service includes:• Customer service• Access to information• Extra services/innovation

Please allocate 100 points across the following categories to indicate the relative importance to you when it comes to evaluating your energy supplier

N=1001


Moments that Matter = Ability to Anticipate Concerns, reduce uncertainty, and cross sell new products and services

Customer service is driven by a handful of moments that matter to the customer


When to target customers

17

My utility provided me with helpful move-in information that helped me manage my electricity consumption

42% AgreeMy utility provided me with access to products

and services to help reduce my bill

43% Agree

42% Agree

84%Believe that moving is

an opportunity to change habits


New Movers are great target for efficiency info

18

95%

47%

68%

57%58%

49%

30%

35%

40%

45%

50%

55%

60%

65%

70%

Within the last month 1 to 3 months ago 3 to 6 months ago 6 months to 1 year ago 1 to 2 years agoMost recent move

Are you currently focused on reducing your household’s energy use?


The customer perspective: A high bill

19

74%Surprised

by the high bill

72%The high bill made me

feel anxious

N=405

40%Received a high bill in

the last 12 months


47% call when they receive a high bill

20

Call my utility

Go to website

47%

29%

N=405


Customers attribute high bills to external factors

25%

31%

52%

54%

54%

66%

66%

79%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Billing errors

Broken electric meter

Lifestyle changes, like a new work schedule or a newhousehold member

Broken or old systems in the home (like HVAC or waterheater)

Forgetting to turn off lights, appliances, electronics, etc.

Rate increases

New fees, taxes, or other charges added to the bill

Extremely hot or cold weather

Likely cause of high bill


Difficult for CSR to advise without insights

22

57% 55% 53%50%

29%

I spent a reasonableamount of time on

the phone

I felt treated like a realperson

The agent was wellinformed and

prepared

The process of callingmy utility was

pleasant

The agent offeredadvice on how to

reduce my bill andsave on energy costs

N=333


N=1001

Moments that matter across the portfolio

Importance: How important or not is it that your utility provides you with the following?

Satisfaction: How satisfied or not are you with how your utility provides the following?

80% 83% 82%78% 78%

71%

31%41% 42% 45% 46%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Unusual bill alerts Info about serviceinterruptions

Info on rate changes Provide helpfulcustomer service

agents

Explain how rateimpacts bill

Services to helpcontrol use


Case Study 3Behavioral segmentation – Using proactive communications to reduce peak

This is an alert from UtilityCo: Tomorrow, Wednesday, July 10th is a peak day. From 1:00 PM to 7:00 PM join UtilityCo customers by reducing your electric use. Simple ways to save on peak days include postponing dishwashing and other large appliance use until the peak day is over. Thank you for helping us save! To opt out of phone alerts, press 9. You may also reach us at 1-800-800-8000.

This is an alert from UtilityCo: Tomorrow, Wednesday, July 10th is a peak day. From 1:00 PM to 7:00 PM join UtilityCo customers by reducing your electric use. Simple ways to save on peak days include postponing dishwashing and other large appliance use until the peak day is over. Thank you for helping us save! To opt out of phone alerts, press 9. You may also reach us at 1-800-800-8000.

Under the hood: Using machine learning to segment customers into archetypes


Quiz: Which AMI archetype saved the most?

Steady Eddies

Prop

ortio

n of

usa

gein

eac

h ho

ur

0.00 4.00 8.00 12.00 16.00 20.00 24.00

3%

4%

5%

6%

Hour of the day

Evening Peakers

Prop

ortio

n of

usa

gein

eac

h ho

ur

0.00 4.00 8.00 12.00 16.00 20.00 24.00

3%

4%

5%

6%

Hour of the day

Night Owls

Prop

ortio

n of

usa

gein

eac

h ho

ur

0.00 4.00 8.00 12.00 16.00 20.00 24.00

3%

4%

5%

6%

Hour of the day

Twin Peaks

Prop

ortio

n of

usa

gein

eac

h ho

ur

0.00 4.00 8.00 12.00 16.00 20.00 24.00

3%

4%

5%

6%

Hour of the day

Day Timers

Prop

ortio

n of

usa

gein

eac

h ho

ur

0.004.00 8.00 12.00 16.00 20.00 24.00

3%

4%

5%

6%

Hour of the day

Evening peakers: 3X


Key result: Consistent peak savings across multiple utilities

Key findingsAverage reduction 3.0%Maximum reduction 5.04%

Average peak savings over 10 events in 3 states (no PTR rate)

Time of day

Control Test

PeakkW

3% peak savings

5% during hottest hour

1/3 the cost of other DR


Case Study 4A/B testing – Can loyalty points apply to saving energy?

Using their credit cards

Booking hotel rooms

Flying across the country

Shopping for groceries


National Grid set out to find the answer


Affect

Quiz: Which message was most effective for getting customers to sign up?

Affect: 0.5X

Loss FramingScarcity

Scarcity: 3.0X Loss Framing: 5.4X

Gain Frame (Control)

Control: 1.0X


Key result: Improvements in satisfaction and efficiency program participation

46%

56%

Control Offered Rewards

Customer satisfaction Value perception

Program participation

Online audit completion

9.2% completion rate

Electronic billing enrollment:

8% uptake


Where do we go from here?


Where we’re going: Utilities as trusted advisors to their customers on all energy decisions

Promote efficient behavior

Market new programs and service

Drive adoption of best pricing scheme

Load shape

Web behavior

Income

Home data

Customer Engagement

Platform

Monthly usage

Customer Engagement Platform


Where we’re going: Personalizing every moment that matters

Printed on 30% post-consumer r ecycled paper .

© 2011 Opower ®www.UtilityCo.com/energyreports | (800) 464-7726 | [email protected]

So far this year, you used energy than last year.

You're on pace to use less in 2011

* This energy index combines electricity (kWh) andnatural gas (therms) into a single measurement.

How you're doing compared to last year:

NOV- OCT 2010

17,971 *

NOV - OCT 2011

16,346

Looking for ways to save even more? Visit

Things you can do right now

$

Save a lot by spending a little

$

Big ideas for big savings

$35

Operating outdoor lights all night could cost you over $40 per year on your electric bill. Luckily, you can reduce energy usage without sacrificing security or style.

Incandescent lights with motion sensors only operate when needed, saving you even more than efficient bulbs.

Or, unplug entirely and install outdoor solar lights, which are available as wall-mounted, post or patio lamps.

Whether you’re preparing dinner, writing at a desk, or reading a book, light is important. Instead of spreading it around the room, focus light where you need it most.

Using desk lamps or under-the-counter lighting for specific tasks brightens important spaces, and it can significantly reduce your energy consumption.

Most of these lights are also compatible with energy-efficient bulbs.

Water heating accounts for about 90% of the energy used for washing clothes.

Unless your clothes have oily stains, washing with cold or warm water is effective. Some detergents are made specially for cold water, though most detergents will work.

For more savings, run only full loads and don’t use the “sanitary” or “allergy-free” cycles, which use extremely hot water and increase energy use significantly.

Your Marketing Module Here

BOB SMITH555 MAIN STREETARLINGTON, VA 22201

Home Energy ReportAccount number: 1234567890Report period: 09/26/11 – 10/25/11

We are pleased to p rovide this personalized report to help you save ene rgy.

The purpose of the report is to:rovide information

rogressre energy e f

This information and mo re is available atwww reports

The most efficient 20 percent from the“All Neighbors” group

Approximately 100 occupied, nearby homes that are similar in sizeto yours (avg 2,856 sq ft) and have both electricity and natural gasservice

* This energy index combines electricity (kWh) and natural gas (therms) into a single measurement.

1,268YOU

1,093All Neighbors

735*EfficientNeighbors

You used than your neighbors.16% MORE energy

Your Marketing Coupon Here

Your Marketing Module HereYour Marketing Module Here

Your Marketing Coupon Here

Your Marketing

Module Here

Paper

BOB SMITH · Acct. No. ******7890Your energy analysis for Aug 1 – Aug 31 is now available online .

You used less electricity than average, but 47% mor e than your efficient neighbors.

Steps you can take right now:

Adjust your thermostat a few degr ees

Wash your clothes in cooler water

Even one degr ee can make a dif ference in savings.

Sign in to see how your usage changes over time.

Efficient Neighbors 181 kWh

473

692All Neighbors

You

Great

More than averageGood

Explore my energy use

I’ll do it Already do it No thanks





Email


Web portal



CSRconversation

Mobile

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Thank you!Neel GulharSenior Director, Product [email protected]

motivating energy consumers during moments that matter · 9 opower confidential utilities have an...

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