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Unleashing the Power of
Existing Data
Laura Butler
May 3, 2018
ANNUAL PEAK DEMAND DECLINE OUTSIDE OF THE TARGETED DEMAND RESPONSE AREA
1%
ABOUT CENTRAL HUDSON GAS & ELECTRIC
REDUCTION OF GREENHOUSE GAS EMISSIONS FROM 1990 LEVELS
40%
ABOUT REFORMING the ENERGY VISION (REV)
50%ELECTRICITY GENERATED THAT MUST COME FROM RENEWABLE SOURCES
23%REDUCTION IN ENERGY CONSUMPTION OF BUILDINGS FROM 2012 LEVELS
ENERGY CHOICES
AFFORDABLE
INFRASTRUCTURE
CLEANER TRANSPORTATION
RESILIENCY
EFFICIENCYJOBS
LOWER GREENHOUSE GAS EMISSIONS
INNOVATION
To deliver electricity and natural gas to an expanding customer base in a safe, reliable, courteous and affordable manner; to produce growing financial returns for shareholders; to foster a culture that encourages employees to reach their full potential; and to be a good corporate citizen.
Our Corporate Mission is…
PAYMENTSOUTAGES
CONSERVATION
SUSTAINABILITYINSIGHT
ACTION
SUPPORTHELP
CHAT
DISCOUNTS
ADVICERECOMMENDATONS
ENVIRONMENTAL RESPONSIBILITY
SOLARMODERN
TRUST
EMPOWERMENT
POSSIBILITIES
Radio Ads
How can I save?
Did I save?
Emails
Newsletters
Bill Inserts
Where am I spending?
Live Events
Sponsorships
Use our website!
You can save energy!
You can buy!
You are eligible for a special offer!
Use our mobile app!
Get alerts!Compare your energy use!
WHOA!
Challenges
Consumer• What is the customer’s definition
of affordable?• What’s the value of our services to
the customer?• Do customers want more from us
and if so what’s the best delivery mechanism?
• Are they willing to pay for value?• How do we market value added
services?
Operational• No justification for full scale AMI
deployment• Declining system peak load• Declining population• Orchestrated technology
limitations based on unpredictability of installment location
• 65% of our customers heat with fuel oil
• Only 30% penetration of central air
Opportunities
Consumer
• Provide discounted services
• Loyalty programs
• Assist in making better energy management decisions
• Correlate bills to usage
Operational
• Grid support needs
• EE targets
• Drive down call volume or decrease the length of a call
11
Point of Sale
KPI’s
12
Operational Factors
13
Customer Response
14
15
Who What When Where Why How
Customer
Company
The CenHub Approach
• Benchmarking
• Defined Objectives & Success Metrics
• Identify Customer Behaviors
• Personas & Journey Mapping
• Identifying useful data and establish benchmarks
• Maximize Your Assets
• Customer 360
Market Trends
Self & Selective Competition
Proactive Alerts Voice Control Recommendation Engines
Success MetricsLagging Indicators – What are we trying to achieve?
• Account Registrations
• Sales
• Revenues
• $/kWh
• $/Dth
• MW demand reduction
Leading Indicators – How do we know if we are achieving it?
• Email open rate
• Click through rate
• Conversion rate
• Page views
• Call length
• Sessions
• Call volume
• Logins
• % new visits
• # of social media shares
• Cart abandonment rate
• % Return visits
18
19
• Demographics
• Behaviors
• Browsing
• Purchases
• Click Rates
• Log in Frequency
• Program Participation
• Self-Reporting rates
Non Engagers
Occasional Engagers
Active Engagers
EE Program
Participation Data
Google Analytics
Meter Data
Customer
Information
System
StreamSend
20
Sales and Revenue
Marketing Effectiveness
Customer Engagement and Loyalty
System and SLA
Performance
What is the number of customers enrolled and participating in multiple programs?
How many Insights+ Customers are also TOU Rates
How many customers per TOU Rate?
108Questions
Customer 360 Defined"A true 360-degree view needs to include views of
the past, present and future“
Marketing
Home Profile
Customer Persona
Report
Email Tracking Website Engagement
Call Center
Store TrackingHome Profile
Customer Persona
Report
Email Tracking Website Engagement
Call CenterMarketing
Store Tracking
`
Journey Mapping
• Research
– What is customer journey mapping?
• Facilitation
– Who can help us learn the right way to approach this?
• Stakeholder Engagement
– Who needs to be a part of this effort?
• Define the Customer
– Start with customer personas
Persona Development
• Data
– Google Analytics
– Marketing Campaign response rates
– Customer Information System
– Business Intelligence Tools
• Employee Input
– Contact Center Interviews
– Consumer Outreach requirements gathering sessions
– Meetings with the New Business team
Just Ask!
The Customer
Meet Connie.
Connie represents the typical shopper of the CenHub Store:
– She is 55 years old and thinking about retirement planning
– She prefers to shop online via her desktop computer
– She is a home décor enthusiast, news junkie and loves cooking
shows
– She is looking to make affordable improvements to her home and
introduce convenience to her busy day
– She firmly believes that “less is more”
– She likes to feel valued and be seen as capable and responsible
– She is relatively set in her ways
Know Your Audience –
Who are Your Shoppers?
Shaping Your Roadmap
27
Enroll
• MyAccount
• Programs
• TOU Rates
Engage
• Logins
• Purchases
• Page Views
Educate
• EE Tips
• Products
• Programs
Define The Journey
Return# Repeat Visitors / Customer Referrals
Transact
Sales Revenue Target / Program Participation Rate
Use
# Of Clicks/Visits
Join
# Of New Enrollments
Learn
Focus Topic – i.e. EE Tip, Carbon Emissions, EVs
Discover
Click Through Rates
28
Enroll, Engage & Educate
• Take the Home Profile Data further
• Enable more self-reporting
• Correlate data
• Let the customer choose their own adventure
Defining the Future Path
• Who is your underserved population?
• What enabling technologies do you have in within your own infrastructure and what enabling tech do your customers own?
• What is the next desired destination you can offer to your customer?
Key Messages
• Use data to understand who your customer is and what they desire
• Know your objectives and your final destination
• Measure what is valuable, not just what you’re able to measure
• Keep it simple and maximize what you already have – people, partnerships, tools