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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

How do you extend your reach?

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Engaging the 70% “Digitally Disengaged”

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

• Email

• 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

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

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

Thank You

Dan Zasloff, [email protected]