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Your PQR score makes up more than a quarter of your JD Power customer satisfaction ratings. That significant PQR chunk is directly influenced by how your customers regard your company’s management of power quality and reliability, especially during outages. If you find yourself wondering when or how to communicate during an outage or service interruption, or if you’re concerned with reputation management, this webinar is for you. Access it by going to http://info.fgiresearch.com/pqr-research-webinar/
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PQR Research for Utility Companies: Improve Your Communications Strategy
and Customer Satisfaction Score
February 2012
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Today’s speaker is Dino Fire, Director of Marketing Science at FGI Research
→ 616-530-3220
Today’s hashtag: #pqrscore
FGI on Twitter: @FGIResearch
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PQR Ratings…Who Cares?
→ Regulators care!
→ Legislators care!
→ C-Suite managers at utilities care!
→ Utility company employees care!
→ The public cares…just ask JD Power!
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PQR’s Role in Customers’ Satisfaction
→ Most utilities measure customer satisfaction overall, and
power quality and reliability in particular. The two
metrics are highly correlated.1
→ PQR ratings comprise more than a quarter of the JD
Power overall satisfaction index—no other single
attribute has more influence.
So…→ Utilities can improve customer satisfaction scores by
improving satisfaction with power quality and reliability
1 Pearson’s R correlation 0.707 based on previous FGI research
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FGI’s Process for Measuring and Impacting Satisfaction in Outage Situations
1. Identify and measure the factors that drive PQR satisfaction
2. Understand how PQR satisfaction is correlated to your customers’ satisfaction
3. Communicate your findings and get executive buy-in and approval
4. Take specific steps to improve your PQR results without investing billions in infrastructure
5. Measure how much you actually improve your PQR scores
6. Measure how much you actually improve your overall customer satisfaction scores
7. Communicate success!
8. Repeat for continuous improvement
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PQR Measurement: The Survey
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Respondent Profile
→ Sample = 3,228 interviews
→ Nationwide survey
→ 50 states + DC represented
→ 203 DMA’s
→ 267+ Electric utilities
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Methodology
→ Stated outage recall
→ Interaction with their electric company
→ Electric company performance
→ PQR satisfaction
→ Choice exercise…choose the “best” option
√ Duration
√ Frequency
√ Time of Day
√ Notifications
→ Recalculate PQR satisfaction based on outage scenarios
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Methodology
DURATION Less than 5 min 30 min – 1 hour 1 hour or more 5 – 15 minutes
FREQUENCY Twice a year Once a year Twice a year 3 times a year
TIME OF DAY Afternoon Middle/night Morning Evening
NOTIFICATION Email Text Twitter/FB None
From this set of four options, please pick the ONE that you would
rather have take place. In other words, which one of the four
options is least annoying to you?
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Self-Reported Outage Information
Base: Total Samplen = 3,004
Adjusted for outliers (>=7)
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Residential Outage Frequency
= 2.0 outages per year
Q100. In the past year, on how many separate occasions did you lose power at your personal residence?Q101. Have you experienced an electrical outage at your personal residence in the past 90 days?
Outage in Past 90 Days
Base: At least one outage in past year
n = 3,228
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Outage Duration, Most Recent Occurrence
Q102. These next few questions are about the most recent time you lost power at your residence. Approximately how long was your power out on this most recent occasion?
Base: At least one outage in past yearn = 2,567
55minutes
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Residential Outage Actions
Q103. Did you call your electric company to get information about when power might be restored?Q104. Did your electric company provide you with an estimated time power would be restored? Q104A. Did your electric company provide you with a reason your power was out?
Called Electric Company
Base: At least one outage in past year
n = 2,567
Provided Restoration Estimate
53% of those who called their electric company were provided
a reason for the outage.
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Accuracy of the Restoration Estimate
Q105. Once power was restored, how accurate was your electric company’s estimate of restoration time?
Base: Provided restoration time for outage n = 645
Actual restoration time was…
Much longer than estimated
Somewhat longer than estimated
Just about right
Somewhat shorterthan estimated Much shorter
than estimated
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Notification
Q106. Did you receive any of the following notifications from the electric company during the most recent power outage? For example, you may have received an email at a work email address, a text message on your phone, or a Twitter or Facebook notification.
Base: At least one outage in past yearn = 2,567
13%Received at least one notification
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PQR Satisfaction
Q200. Using a scale from 1 to 10, where 10 is excellent and 1 is terrible, how would you rate your electric company on the quality and reliability of the electric power it provides?
= 8.1PQR Satisfaction Rating
Base: Total samplen =3,228
How would you rate your electric company on the quality and reliability of the electric power it provides?
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PQR Satisfaction Based on Outage
Q200. Using a scale from 1 to 10, where 10 is excellent and 1 is terrible, how would you rate your electric company on the quality and reliability of the electric power it provides?
No Outage = 8.6Had Outage = 7.3
PQR Satisfaction Rating
Outage
n = 2,062
No Outage
n = 1,166
The difference in means is statistically significant at the 95%
confidence interval.
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PQR Satisfaction Based on Notification
Q200. Using a scale from 1 to 10, where 10 is excellent and 1 is terrible, how would you rate your electric company on the quality and reliability of the electric power it provides?
Notification = 7.8No Notification = 7.3
PQR Satisfaction Rating
No Notification
Notification
Base: At least one outage in past 90 daysn = 1,166
n = 150
n = 1,016
The difference in means is statistically significant at the
95% confidence interval.
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Effects of Outage Variables
Duration of outage (DURATION)Less than 5 minutes5 to 15 minutes15 to 30 minutes30 minutes to 1 hour1 hour or longer
Frequency of outages (FREQUENCY)Once a yearTwice a yearThree times a yearFour or more times a year
Time of day when the outage occurs (TIME)Morning – before leaving for work or schoolAfternoon – before returning home from work or schoolEvening – between dinner time and before bed timeMiddle of the night
Notification about restoration time (NOTIFY)EmailAutomated phone call or messageText messageTwitter or Facebook feedNo notification
Less than 5 minutes
Once a year
Middle of the night
Any (ideal) notification
Base: Total samplen = 3.228
7.8 Average PQR satisfaction rating
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Importance of Outage Variables
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PQR Effects of Duration
Duration
Base: Total samplen = 3.228
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PQR Effects of Frequency
Frequency
Duration
Base: Total samplen = 3.228
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PQR Effects of Time of Day
Frequency
Duration
Time of Day
Base: Total samplen = 3.228
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PQR Effects of Notifications
Frequency
Duration
Time of Day
Notification
Base: Total samplen = 3.228
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www.fgiresearch.com/pqrsimulator
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Gender PctMale 35%Female 65%
Generation Pct
Seniors 11%
Baby Boomers 44%
Generation X 33%
Millennials 12%
Education Pct
Some high school 1%
High school graduate 16%
Some college/trade 31%
College graduate 31%
Some post grad work 6%
Post grad degree 15%Income PctUnder $25,000 15%$25,000 – $35,000 11%$35,000 – $50,000 16%$50,000 – $75,000 23%$75,000 – $100,000 16%$100,000 – $150,000 12%$150,000 – $200,000 3%Over $200,000 3%
Children in Household PctYes 32%No 69%
Employment Status PctEmployed – full time 44%Employed – part time 14%Not currently employed
22%
Retired 21%
Race/Ethnicity PctAsian 3%American Indian 1%African American 5%Hispanic 2%White/Caucasian 88%Other 1%
Home Ownership PctOwn 78%Rent 22%
Demographics
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Q & A→ [email protected]
→ FGI on Twitter: @FGIResearch
→ www.fgiresearch.com
→ Our blog: info.fgiresearch.com/blog
