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Humanizing Data What will it reveal?

Lori Leiva Jungbluth

Customer Insights & Strategy

PG&E

October 2014

A Robust Customer Database

Transactions

Behaviors

Demographics/Firmographics

Preferences

Account

Attitude

Response

Customer data from PG&E & external systems

CDW

IVR

Web

CEDSA

FAS

Complaints

CCA

MDSS

SmartAC

ESAP

ABS

Microsites

Acxiom

CC&B

SmartMeter

CMT

Rebate

Analytics Platform

Relational Data

Data Mining Tools

Models & Scores

Campaign Manager

Lists Pulled and Managed

Partner Data Exchange

Outbound/Inbound Tracking

Information Access

Dashboards

Business Intelligence Tools

Standard & Ad Hoc Reports

Tableau

Questline

Email

OPWR

DR

programs

PDP

KANA Email Survey

Responses

Ebill

CSS

Customer List

Campaign History

Response Tracking

Date

# Received

%

#

$

A repository that connects, collects & manages customer data

• Provides a holistic view of the customer info, history, responses, scores

• Closed-loop so customer interaction results in greater knowledge

Customer Lists

Campaign History

Date

# Received

Response Tracking

%

#

$

Cost to Service

Analytics

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Bringing Data to Life

Monitoring customer voices.

We listen to what customers are telling us about their needs and wants, and how they think.

We have a long tradition of encouraging customers to share their voice:

• Qualitative & Quantitative Studies (Programs, Products, Rates, Touchpoints)

• Customer Satisfaction Surveys

• Brand Health Tracking

• Social Listening

Understanding behaviors.

We also “hear” our customers by observing, recording and analyzing actions:

• Campaigns

– Receive

– Interact

– Respond

• Operations

– Calls

– Service Visits

– Payments

• Programs

– Enroll

– Use

– Perform

Overlaying data.

We use outside data to learn more about who they are, how they live, and what they’ve done before:

• Demographics

• Channel habits

• Lifestage

• Mindset

• Past Purchases

The intent is to develop a holistic view in order to provide more relevant and meaningful offers.

Heart & Home

• Low-to-moderate income in smaller homes

• Do-it-yourselfers

• Traditional channels

Gadget Family

• Affluent, established with large homes

• Above normal energy usage given their requirements

• Community-involved, Green-minded, Time-starved

Eco-active Go Getters

• A mix of renters and homeowners who move frequently

• Bay Area and North Coast

• Green-minded, Energy Efficient, and Low Usage

Customer groups who think, act, and believe similarly. Everyone has

a designation and belongs to a group..

Creating clusters.

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Making it Personal

What really matters to them.

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Let them dream.

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Let them lead the conversation.

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Customer Personality Types

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About

Works at Verizon53% have White Collar jobs

Went to Stanford UniversityTwice as likely to have graduate degree than

general populat ion

Lives in Walnut Creek50% live in the same moderate Climate Band

From MarylandOver 50% are customers longer than 5 years

Married with Older KidsTypically maturing families

Photos

Engagement • I do this

My Energy53% are enrolled

RebatesMostly Appliance related

SmartACHigher than avg. rate of part icipation, but only

7% currently enrolled

Paperless Billing52% use this method, another 38% mail a check

Gadget Family

Gadget FamilyNovember 5 via mobile

I'm a larger, more mature family, more likely with teenagers, and a high

income professional. I live in a fairly temperate climate in the East Bay

area, or perhaps San Jose or the North Bay area. My home is larger, most

likely a bit older, higher value and often with a pool.

I'm over 45, well educated, and a do- it- yourselfer. There's not a lot of

ethnic or religious diversity in my segment.

I tend to vote Democrat and give fairly often to charit ies, love to

exercise, get outdoors, and use the internet. I've likely made a fairly

large appliance or electronic purchase in the last two years.

My energy bills are almost always high and I know I'm not very energy

efficient, but since I can afford it I'm not in any rush to make major

upgrades.

Products • Sell me these

Gadget FamilyEasy, bundled, cross- sell

Don't you think you'd do the right thing if it were easier?

That's me - I know I could be more energy efficient but my busy lifestyle

doesn't leave me a lot of t ime. Besides, it 's not like I am struggling to

save money on my energy bill.

If there were a program or product that was just plug- and- play, or a

bundle of different measures in one easy package, there's a chance I'd

be more likely to take advantage of it . Likewise, I need it to be

something I can access and manage through a convenient channel, like

online or mobile.

The key is to catch me at the right t ime, like when I'm remodeling or

when the kids move out, and help me do as much as I can at one t ime.

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Gadget Family was at Oakhurst Country ClubOctober 12 via mobile

Home Energy Checkup Solar Rebates

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About

Works at Retro Media57% don't fi t into standard job descript ions

Went to The Art InstituteA mix of High School and College graduates,

some are st i ll Students

Lives in Noe ValleySan Francisco, East Bay, North Coast all l ikely

From Santa CruzMoves often - longer term customer, either 1 or

6+ years at residence

Single for now28% live alone, 21% with one other

Engagement • I do this

Mail Payments39% send in a check

ClimateSmartEven though this program is defunct, this

segment had higher part icipation rates

Low EngagementThe large majority have very lit t le PG&E

interaction

Eco- Active Go- Getter16 hours ago

I'm a single or partnered individual living in the temperate coastal area,

most likely within the city center. That means a small apartment, town

home or condo and very small energy bills.

I'm kind of hard to pin down in terms of age and education, because I

can run the gamut from young to old, drop- out to post- grad. My

defi ning characterist ic is my choice of lifestyle - urban, on the go, as

likely out of my home as in.

There's a better- than- average chance I'm Asian, and you'll fi nd more

Buddhists and Shinto than in any other segment.

Since I have such low energy bills I don't often take advantage of rebates

or rate programs and haven't even signed up for My Energy.

Products • Sell me these

Eco- Active Go- GettersOpinions matter

It 's not like I have a lot of reason for the way I feel...

I'm probably one of the less satisfi ed of PG&E's customer segments. But

if you look at my bill, it 's not because of high costs. It 's just that I have

high expectations, and a high degree of polit ical sensit ivity.

Besides, you're right here in my backyard, show up in the local paper,

get talked about on the news and among my friends. In fact, I like to

hear more good stories. Like what you're doing around safety, and how

you help those in a crisis or with special needs. Please share those!

If there's anything you could do for me, it might be to help me out of my

"paper rut". A simple, electronic, automated pay method might suit me

fi ne. I just need a friendly approach to convince me to work with you.

Eco- Active Go- Getter likes Dirty Daisies Mud RunnersOctober 12 via mobile

My Energy Gas Safety Autopay

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Eco- Active Go- Getters

Photos

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About

Works at Safeway62% lack a defi nable job history

Went to Sunnyside High School25% have a high school degree, 18% college

Lives in Fresno63% in central valley, including Sacramento,

Stockton/ Modesto and Fresno/ Bakersfi eld

From all overWhile 55% have tenure of 3- 5 years, 35% have

been at current address only 1 year

Was married, still a mom58% have 1 or 2 adults in household

Engagement • I do this

My Energy53% are enrolled

CARE41% enrolled but entire segment might be

prospects

Electronic Payments40% have used this method, with many using

mult iple payment methods

Payment Notices20% have received mult iple notices and,

relatedly, 53% call the IVR line

Living For Today

Living For TodayNovember 11 via mobile

I'm a customer who moves quite a bit and is quite likely Hispanic. I live

alone or with my signifi cant other and there's a 35% chance I have a

child. You'll fi nd me in hotter climates in the central valley and I may be

a renter or new homeowner.

I'm lower income, likely to be between 25- 45, and am probably Catholic

or Protestant. If I'm in a house it 's most likely smaller and between

$100- 300K in value.

My energy bills are always high and I often have a hard t ime gett ing

payments in on t ime. I'm not very energy efficient, and probably haven't

done any rebates or other savings measures, though I'm likely on CARE.

I'd like some help saving money, especially if it improves my home.

Since money is t ight, you won't see me giving to many charit ies or

gett ing involved in polit ical causes.

Products • Sell me these

Living For TodayHigh bills and high cost

Life's tough when you're just start ing out!

Every month I dread opening my energy bill. So often I don't. Not until it

turns red and I know it 's gett ing down to the wire. But hey, as long as I

get that payment in just in t ime no biggie.

I don't really like this arrangement, but I've got a lot of expenses and my

baby and me seem like they should come before electricity. I guess I just

don't realize how I could make my life easier with a balanced payment

plan, better control of my energy and less stress around billing.

I appreciate the lower rate on CARE and would be willing to do more with

PG&E if they could arrange something. Maybe the next t ime I call…

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Living For Today checked in at River Park Mall November 9 via mobile

Though I can't always afford it , one of my favorite places to shop!

Balanced Pay PlanEnergy Alerts

Plan

Photos

Integrated Solut ions

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Personas in Action

Talk like me.

Include the emotional drivers:

• Customize to personal needs

• Simplify their life

• Easy to use for the whole family

• Make it fun with the latest technology

Talk about a value proposition:

• Build on primary interests

• Put a bundled solution into their homes

Result:

• 47% lift in response

Think about my needs.

Leverage Persona data to

increase response rates.

Ongoing customer newsletters are sent based on key needs:

• Motivators

• Types of programs, solutions

• Mindsets, life stage

Results: Open rates increased to above 36%, and CTR rose to 4%

To Come:

Real time personalization engine

Cost-focused

Appeal to my interests.

Pinpoint the Personas that are most receptive:

• Gadget Family

• Way Wired

Apply criteria for targeting:

• Program usage

• Tool usage

• Home ownership

Speak their language:

• Exclusivity

• Technologically intriguing

• Valued Feedback

• Beta Test

Result: Greater than 19% boost in response over general audience

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What’s Next

Customer Centricity.

Communicating through many channels via one connected resource

Keeping it fresh.

Keeping it fresh:

• New ways to listen, look and learn about customers

• Recognize people change

• Refresh Personas with new data

• Use Personas for efficient circle of data gathering

– Outreach

– Products (how to frame benefits)

– Service (faster recognition of needs, pre-emptive or proactive solutions)

• Validate the ROI and test everything

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Thank You

Lori Leiva Jungbluth

L2LC@pge.com