Post on 25-Sep-2020
© Copyright 2013, Southern California Edison
Looking Ahead: Identifying Common Elements of a Customer Engagement Platform
CEE Industry Partners Meeting September 18, 2013
Derek Okada Southern California Edison DSM Strategy & Compliance
Discussion
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• Background & Market Trends
• Program Considerations
• Program Offerings & Opportunities
• Next Steps
SCE Background
• One of the nation’s largest electric utilities
• Nearly 14 million residents in service territory
• Approximately 5 million customer accounts
• 50,000 square-mile service area • Over 103,000 miles of distribution
and transmission lines
• 7 – 8% projected average annual rate base growth through 2014 driven by:
• System reliability and infrastructure replacement
• California Renewables Portfolio Standard
• Technology improvements
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DSM Strategy
Effective and enabling customer
interactions
Intelligent Delivery
Innovative Energy Solutions
• SCE is evolving toward a technology-enabled customer delivery service model
• This shift enables SCE to: • Meet customer expectations in a
timely and agile manner as needs and expectations evolve
• Address California’s aggressive energy policies and goals while serving the specific needs of our customers
• Leverage the benefits of our smart grid through more engaged customer program participation and behaviors
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DSM Organizational Evolution
Policies Products Programs Promotion
• EE, DR, DG, Low Income, Renewables
• CLTEESP • Zero Net
Energy • Water-Energy
Nexus
• IDSM offerings • Emerging
products • PCTs, IHDs, • HANs, HEMs
• Pilots and solution development
• EE, DR, DG, ESA, PEV programs
• Behavior programs • Market
transformation programs
• Offer Management • Lifestyle Plans
• Rate Choices • TOU Rates & Dynamic
Pricing • Load Management
Incentives & Rebates (SDP)
• Self-Service Offerings
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Vision
Adopting customer’s preferred way of communication and frame of reference is essential to changing behavior towards
energy usage and increasing participation in energy programs
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Market Trends, Opportunities & Challenges
• Trends • Growing innovation and enabling technologies • Increasing CA focus on behavioral offerings • Pressing need for deeper and targeted DSM savings • Ongoing need for solutions to prepare customers for time of use pricing • Converging product and delivery channels
• Opportunities
• Redefine the utility role as an “energy advisor” • Engage customers to make informed energy use decisions • Work with energy management market actors
• Challenges
• Encouraging customers to make energy savings a priority • Working within regulatory frameworks to achieve attributable savings • Developing the value proposition for customers, partners, and utilities • Driving toward behavioral persistence and market transformation
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Non-Resource Offerings
• SCE.com • Budget Assistant
• Edison SmartConnectTM
• Offer Management
Behavioral Framework
Non-Technical Behavioral Offerings
• Social Gaming • Competition • Normative Messaging
Technical Behavioral Offerings
• Home Energy Management • Feedback & Disaggregation
Planned Behavioral Offerings
• Home/Business Energy Advisor • Home Energy Reports • Mailed Audits
Objectives
Achieve 5% Adoption Target
Identify IDSM Potential
Identify savings beyond technical measures
Enhance Customer Satisfaction
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Behavioral Intervention Progression
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Awareness • Home Energy
usage
Education • Understanding
usage • Managing energy
use • Learn ways to
save
Customer Acceptance • Energy Efficiency • Habit changing • Cross-cutting
(Participating across all IDSM programs)
Customer Persistence • Maintaining habits
Customer Analytics Customer
Analytics
Customer Analytics
Maximize Savings
Behavioral Program Qualifications (D. 10-04-029) - 2012
• Residential unit usage compared to similar residences in the subscriber’s geographic area
• Did not restrict definition to residential applications
Comparative Energy Usage
• Control vs. Treated Groups • “Gold standard” and most rigorous research design • Allows for isolation of program impact
Experimental Design
• Measurement & Evaluation post program implementation
Ex Post Measurement
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For more information on behavior intervention strategies, please refer to the behavior whitepaper, published in www.CALMAC.Org, “Paving the Way for a Richer Mix of Residential Behavior Program, Study ID SCE0334.01.
Energy Management Opportunities
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Change Behaviors Educate customers
about their energy use
Demonstrate Innovation Support development of customer facing energy management solutions • Build upon Edison SmartConnectTM
capabilities
Diversify Offerings Pursue all cost-effective
DSM opportunities to target energy savings without
impacting user experience Influence Attitudes
Identify new and impactful areas for
policy and advocacy
Two Paths Into the Home
SCE
Smart Meter
3rd Party Cloud
ZigBee Interface
Customer PCT
Customer Router
KEY POINT: Both paths enable DR and EE savings
Utility-centric: - Requires additional technology, $ - Uniform control; connection issues - Aligns with current utility programs
Interested 3rd parties: ADT Security, some PCT manufacturers
Customer-focused: - Uses home WiFi, variety of PCTs - Personalized PCT management
24/7 - Aligns with market preference
Interested 3rd parties: Cable, Telecom, HEM Platforms, Portals
“The way utilities planned for”
“The way the market is leaning”
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Smart Thermostat Study
Overview: The purpose of this study is to evaluate the capability of third parties to shed load during Save Power Days using internet-controlled thermostats in homes
Details: • Part of the SONGS Summer Readiness effort to reduce peak
energy usage • Provides guidance on efficacy of leveraging third party service
providers to reduce HVAC energy usage during Save Power Days
• Uses SCE’s new SmartConnect meters to quantify amount of energy reduced and reward customers for that reduction
• Informs future DR program design • Minimizes costs by using third party to market to their existing
connected customers • Other companies in addition to Nest are included in this
summer 2013 Study to increase diversity of learning • Study runs from June 1 through October 1 (Summer DR
Season)
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Gamification Pilot
Overview: • Partnership with Zema Good to conduct a
behavioral pilot using virtual currency from casual social games to engage, educate and reward customers for becoming more energy efficient
• Goal is to test this emerging technology and discover whether it can be successful in the marketplace
Details: • New Emerging Technology assessment pilot
planned to launch in 2013 • Residential customers will be targeted to
qualify for this pilot and randomly selected to participate in the trial
• Participants will earn digital rewards for each qualified action taken that moves the customer up the Behavior Intervention Progression lifecycle
• Energy savings will be measured over a 12-month period after the pilot launches
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Home Energy Report Pilots
Overview: • Enhance SCE HEES mail-in survey by
adding treatment messages to cover letter
• Rationale: Test message type effectiveness and test whether behavioral treatments can drive customers to other programs
• Benefits: Employs proven tools for energy savings, but tests new approaches/theories, uses existing program infrastructures and learn about program synergies and sequencing
• Theoretical approach: Loss aversion and Referencing
• Focus: High Usage Customers
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Universal Audit Tool Offerings
Overview: • Home Energy Advisor and Business
Energy Advisor provides audit information that is calibrated to customer profiles
• Integrates DSM including EE, DR, DG, Emerging Technologies, Smart Connect, Budget Assistant, Rate Analysis, New Digital Customer Experience, and Engagement Marketing
• Comparative energy usage • Ongoing interactive customer
engagement • Enhancements focused on utilizing
social media, rapid rewards and gamification tactics
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Load Disaggregation Opportunities
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Next Steps
• Continue to explore innovative energy management and behavioral offerings • Expand PCT, IHD, and other energy management solutions and
partnerships • Test new DSM measures
• Expand the scope of behavioral measures • Continue exploration within the behavioral community for measures
meeting the 2013-2014 behavioral framework • Explore opportunities to expand the definition of behavioral programs in
California
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Q&A
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Derek Okada Southern California Edison (626) 302-0790 Derek.Okada@sce.com
Home Energy Management Opportunities
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Technology Intervention Opportunities Strategies Barriers/Risks
PCT • Increase adoption of DR enabled PCTs • Develop new “cloud” to “cloud” channels
• Engage Energy Information Service Providers on DR opportunities
• Business case for Residential OpenADR not yet established
IHD/Mobile • Increase availability of IHD/Mobile customer offerings
• Pilot IHDs in homes • Evaluate apps for EE/DR
• IHDs may be short-lived • No SmartApps other than
Outage Management
HAN/HEM • Educate consumers about market availability • Test market for EE/DR savings potential • Work with retailers on customer strategies
• Field test HANs via DR Pilots • Support retailer HAN strategies • Evaluate HEMs savings potential
• Emerging product class • Savings benefit still TBD
Smart Appliances
• Work with ENERGY STAR and CEE on “connected” device standards and strategies
• Field test Smart Appliance • Evaluate EE/DR savings
potential • Test consumer behaviors
• Limited availability • Savings not yet documented • Behavior strategy not defined
Smart Plugs
• Test cost effective delivery channels • Educate customers on plug controls
• Evaluate EE savings potential • Pilot web channel opportunities • Test consumer behaviors
• Low consumer awareness • Long ROI • No energy standards
Web Tools • Develop customer centric tools to better manage energy use
• Enhance customer facing tools • Budget Assistant • Universal Audit Tool • Energy Disaggregation Pilot
• Customer engagement strategy not yet defined
Behavioral Offerings
Technology Description Customer Needs Benefits
Home Energy Advisor
• Online audit tool, offering ways to save energy including behavioral changes, EE, DR, water and solar to homeowners, renters, and landlords
• Straight forward tools to identify energy use and energy saving tips and recommendations
• Provides custom recommendations, breakdown of key energy loads, links to programs and services
Business Energy Advisor
• Online audit tool offering energy saving tips and recommendations for EE, DR, water and solar opportunities for small business owners and tenants
• Information about how to prioritize EE investments
• Provides custom recommendations, breakdown of key energy loads, links to programs and services
Home Energy Guide
• Provides a guide to home energy use including product and energy use information for building materials, heating & cooling, lighting, appliances & electronics, and pools & spas
• Straightforward resource to guide them on product features, purchase considerations and other tips on how to incorporate EE measures into their use
• Energy education
Home Energy Reports
• Proactive report sent to customers which compares their usage to similar households
• Information about energy use and how they compare to their peers (neighbors)
• Provides peer comparison of energy use, normative messaging and behavioral influence
Budget Assistant
• Allows customers to set monthly spending goals and track progress while receiving automated alerts
• Information about monthly energy usage and how it contributes to their bills
• Provides hourly interval data (from the day before) to help customers set saving targets and monitor ongoing usage
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