4 Tips to Acquire New Energy Customers in a Deregulated Energy Market
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Transcript of 4 Tips to Acquire New Energy Customers in a Deregulated Energy Market
17MILLION
The deregulated utilities industry is worth over
$210 Billionconsumers & Most Large Businessesshop Around for electricity
PRICE PERSONALIZED ADVICE ON THEIR ENERGY CONSUMPTION
INNOVATIVE PRODUCTS& SERVICES
CONVENIENT FEATURES
THEY CARE ABOUT
TO COMPETE FOR THESE CONSUMERS, ENERGY SUPPLIERS NEED TO USE DATA AND ANALYTICS
IN INNOVATIVE WAYS.
TARGET NEW & PRE-MOVERS
REACH OUT TO PRE-MOVERS BY USING A DATA PROVIDER WITH A LIST OF HOMES UNDER CONTRACT. IT’S IMPORTANT TO MAKE CONTACT BEFORE YOUR COMPETITION DOES.
MARKET DURING THE CRITICAL1-6 WEEK WINDOW BEFORE A MOVER LEAVES THEIR CURRENT HOME. THIS IS WHEN MOST ARE MAKING 70-90% OF THEIR PROVIDER DECISIONS.
SEGMENT YOUR PROSPECTS
APPEND DEMOGRAPHIC AND LIFESTYLE DATA SETS TO GAIN A 360O VIEW OF THE CONSUMER. IN
ORDER FOR MESSAGING TO BE SUCCESSFUL IT MUST BE RELEVANT AND PERSONALIZED.
USE TARGETED ANALYSIS TO PREDICT WHICH SEGMENTS ARE MOST LIKELY TO PARTICIPATE IN PROGRAMS AND SERVICES- OR DEVELOP NEW
PROGRAMS TO FILL DISCOVERED SERVICE GAPS.
FOR EXAMPLE
HOUSEHOLDS WITH ELEMENTARY AGE CHILDREN ARE 10-20% MORE LIKELY TO HAVE GREEN SENTIMENTS
WOMEN ARE 6-10% MORE LIKELY TO ENGAGE IN ENERGY-SAVING BEHAVIOR THAN MEN
GO MOBILE
SAY THAT RECEIVING MOBILE NOTIFICATIONS FOR BILL PAYMENTS WOULD MAKE THEM VIEW THEIR SERVICE PROVIDER IN A MORE POSITIVE LIGHT.
SAY THEY USE THEIR PHONE TO PAY AT LEAST ONE BILL
SAY ITS IMPORTANT TO BE ABLE TO PAY THEIR UTILITY BILL FROM THEIR MOBILE DEVICE
UTILITIES CONSUMERS ADDRESS ISSUES VIA Energy central found that
42%
web chatMobile apps, sites, and self service
59%35%
Mobile live chat & Text
GET SOCIAL
UTILITIES COMPANIES CAN USE SOCIAL MEDIA TO
improve customer service by watching social channels for reports of outages and responding accordingly
Monitor customer feedback and respond in a timely manner to improve brand experience
engage customers by posting educational content such as energy saving tips and bill pay options.
As the market faces continued deregulation, energy marketers must use rich data and analytics to create better, more personalized experiences and o�er the
programs their customers seek. Utilities that embrace the evolving market and revamp their business
models will maintain their position in the value chain.
Learn more about data solutions for utilities providers at www.datamentors.com.
Sources:
1. Accenture - The New Energy Consumer, Unleashing Business Value in a Digital World
2. Energy Central - 6 Undeniable Reasons Why Utilities Must Think Digital for Customer Engagement
3. McKinsey & Company - Using a consumer-segmentation approach to make energy-e�ciency gains in the residential market
4. The Northeast Group - US Utility Customer Engagement Benchmark: Social Media & Mobile Apps
5. Rapore, O�cial Mover Savings Guide
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