redefining the low-income customer experience...renewables alone won’t meet state ghg targets; 1/3...
TRANSCRIPT
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www.esource.com
Redefining the Low-Income Customer Experience
Web conference
May 16, 2019
Lisa Markus, E Source
Nick Bafaloukos, ComEd
Molly McGowan, Propel
Katie Ryder, E Source
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© 2019 E Source | www.esource.com 2
Today’s speakers
Lisa MarkusManaging Director, Consulting & Advisory Services, E Source
Katie RyderDSM Consulting Lead, Consulting & Advisory Services, E Source
Molly McGowan Senior Manager, Propel
Nick BafaloukosDirector, Customer Programs & Advanced Analytics, ComEd
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© 2019 E Source | www.esource.com 3
Today’s agenda Understanding the business imperative for low-income
customer engagement Rethinking low-income CX: ComEd: Reimaging the low-income customer experience Fresh EBT: Engaging Con Edison customers in Smart AC Where to start How we can help
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© 2019 E Source | www.esource.com 4
Business imperative for low-income customer
engagement
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© 2019 E Source | www.esource.com 5
Growing arrearages attributed to income gap
Business imperative
Growing US utility
bill arrearages
Increasing energy price
volatility
Historically high
energy prices
Arrearages and terminations are becoming less connected to severe weather; instead they reflect the growing gap between household incomes and energy prices.
Source: US Energy Information Administration
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© 2019 E Source | www.esource.com 6
Achieving RPS/GHG emission targets
© E Source; data from Center for Climate & Energy Solutions, National Conference of State Legislatures, 2019 California Energy Demand Management Council Spring Symposium, and Working Poor Families Project
State Utility Customer23 states and Washington, DC, have greenhouse gas (GHG) emissions targets
Renewables alone won’t meet state GHG targets
1/3 of Americans are considered low income
29 states; Washington, DC; and 3 territories have established a renewable portfolio standard (RPS)
Getting there will require broad-based customer participation in energy-efficiency programs
1/3 of Americans experience energy insecurity
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© 2019 E Source | www.esource.com 7
Success requires rethinking the low-income customer experience
PartnerCustomer segment
Public policy issue
Ratepayer
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© 2019 E Source | www.esource.com 8
Rethinking low-income CX
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© 2019 E Source | www.esource.com 9
ComEd
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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7.2%average
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© 2019 E Source | www.esource.com 23
Fresh EBT
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© 2019 E Source | www.esource.com 24
What is Fresh EBT?
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© 2019 E Source | www.esource.com 25
Engaging Con Edison customersPromoting Smart AC in targeted New York City zip codes through in-app advertising drove 730 sign-ups
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© 2019 E Source | www.esource.com 26
Where to start
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© 2019 E Source | www.esource.com 27
E Source research says low-income customers …
Mistrust utilities Don’t understand the programs
Feel helpless to improve energy habits
Mistrust of utility’s motives for programs
Don’t believe programs are actually free
Don’t feel in control of their home’s energy efficiency
Want more compassion and support
Fear that they’ll lose other subsidies if they participate
Don’t own their home
Hesitant to let strangers into their homes
Fear that participation will hurt their chances of getting a green card or residency (for undocumented customers)
Source: The Essentials for Marketing to Low-Income Customers; Bringing Value to Customers Who Have Limited Resources
December 2018
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© 2019 E Source | www.esource.com 28
Four essential strategies
Work to understand your customers Make empathy and empowerment
central themes of your campaigns Build trust with customers through
community partnerships Be transparent to address fears and
skepticism about “free” offerings
Source: San Diego Gas & Electric, E Source Energy AdVision
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© 2019 E Source | www.esource.com 29
Work to understand your customers
People who qualify as low-income are far more complex than that label, which we explore in our report Low-Income Segmentation: Analyzing Diverse Customer Groups
Work to meet these customers’ unique needs, preferences, and interests through ethnographic, qualitative, and quantitative research
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© 2019 E Source | www.esource.com 30
Questions to ask
What’s your vision for serving your most vulnerable customers?
Does your utility have business objectives that require engaging low-income customers?
1 2What’s the current state of your low-income customer experience?
3
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© 2019 E Source | www.esource.com 31
CX Strategy and vision
Current-state assessment
VOC and VOE research
Customer journey mapping
Benchmarking, KPIs, and measurement
Customer segmentation and marketing
How we can help Discovery
Develop customer life cycle
Identify journeys
Journey-map current state
Collaborative ideation
Journey-map future state
Gap analysis between current and
future state
Prioritized roadmap to address gaps
Determine measurement and
metrics for success
Implementation of roadmap elements
Continuous improvement
Research channeling the voice of the
customer and the voice of the employee
Marketing and communications
techniques based on segmentation and 33
years of best practices
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© 2019 E Source | www.esource.com 32
How E Source can help
Lisa MarkusManaging Director, Consulting & Advisory Services, E [email protected]
Katie RyderSenior Consultant, Consulting & Advisory Services, E [email protected]
Cindy SchweitzerVice President, Customer Solutions, E [email protected]
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