What’s After COVID-19? The Next Steps in the Utility …...professionals through Apogee Institute as well. May 28, 2020 | What’s After COVID-19? The Next Steps in the Utility Customer’s

What’s after covid-19The Next Steps in the Utility

Customer’s Journey

May 28, 2020 | What’s After COVID-19? The Next Steps in the Utility Customer’s Journey

Brenda Guthrie, Account ManagerBrenda serves utilities in the Southeast and parts of the Midwest to provide customer engagement solutions that align with utility goals. She has a strong bias for action, a drive to deliver results, and a passion for creating lasting partnerships. Current utility initiatives keeping her busy are: rate transformation, encouraging customer self-service, customer satisfaction, and energy education. Brenda has been residing in Atlanta for 7 years and has a degree in International Business from the University of Dayton.

Karen Morris, Marketing ManagerKaren manages Apogee’s marketing resources service as well as Apogee’s own corporate marketing efforts. For the past 20 years, she’s worked closely with 100s of utilities across the country to help them better market their programs, improve brand perception and develop digital strategies. She brings timely and informative webinars to energy professionals through Apogee Institute as well.


Q&A

AGENDAAbout Apogee

CustomerSelf-Service

AndEducation

Current Stateof Affairs

Preferred Communications

ChannelsMarketing

Automation

New Frontier in Field Audits

Presenter

Presentation Notes

[CLICK FOR EACH ITEM]


Software as a Service (SaaS) provider focused on three major utility initiatives:

Best in class Data Analytics

Providing Consistency, Building Customer Trust

Customer Engagement

Customer Satisfaction

ProgramParticipation

Who We AreLeading the market in customer engagement

Serving

HUNDREDSof utilities, reaching

MILLIONSof customers

In our 27th year


Current State of Affairs: Brands are Walkinga TightropeWinning Brands Offer Compassion and Solutions• Little Caesars: Offer 1 million pizzas to

health care workers• Spectrum: Free internet for families

with children K–12• Ford Motor Co: Producing medical

equipment and car payment relief


Current State of Affairs: Brands are Walkinga TightropeBrands Missing the Mark…• Sandal’s: “Hello Paradise” offering deep

discounts and encouraging travel at the peak of the pandemic.

• Corona Beer: Launched new product featuring beach going spring breakers during quarantine.

• Some did nothing at all…


…and a few Challenges

Current State of Affairs: The Utility Advantage

• Payment Options• Rate Options• Payment Assistance• Low Income Programs• Delayed Disconnect

Utilities Have Solutions

Customer Satisfaction 20%

Conservation Education 7%

Assisting Customers Financially Satisfaction 33%

Communication with Customers 40%


“Covid-19 has collapsed 5 years of digital transformation into a couple of months.”

- Orchid BertelsenHead of Digital InnovationNestle


Preferred CommunicationDuring Covid-19


Preferred CommunicationDuring Covid-19

• Communicate with customers for the next 4 – 6 months

• Drive customers to utility provided COVID-19 resources.

• Communicate about payment options• Provide low-cost ways to save


https://vimeo.com/410729835/0362e84b71

https://vimeo.com/410729835/0362e84b71


Marketing AutomationIn the retail sector marketing automation can:• Can boost Conversions or Sales as

much as 14.5%• Reduce marketing overhead by as

much as 12.2%Automation provides a personalized customer experience.Forbes Reports: • 90% found personalization appealing• 80% prefer businesses that used

personalization

*emarsys, B2C marketing automation * Forbes Top Marketing Trends for 2020


• Maximize the use of data• Personalize the customer experience• Bring marketing efforts to scale • Increase your reach• Save time…Set it and forget it!


What’s Next for Utility Digital Communication?

Communicating with customers about what they care about -we do this through our video bill

Add in your marketing initiatives (EE, program, etc.) – through our Targeted Video Bill

Push to a Call to Action with scenario-based online applications – Rates Calculator, SPCs, Energy Advisor, Utility rates links, etc.

Marketing Automation for follow-up communications

1

2

3

4


What Marketing AutomationCan Look Like for Utilities

STEP Video Bill Explanation1

2

3

4


Targeted Video bill

STEP

1

3

4

2

https://vimeo.com/367160095/46fe7c03dc


New Rate ComparisonCalculator

• Provides an easy way to understand the rate impact based on energy use

• Allows customers to knowledgably select the rate plan they prefer

• Links the customer back to the program adoption page.

SIGN UPSTEP

1

3

2

4


Marketing Automation(follow-up email)

STEP

1

3

2

4


Proven Results 99% Recipients request more videos

97% Rate videos very or somewhat USEFUL

37% Click-thru rates…18 times Industry Standard

24 to 100 Point increases in JD Power scores

15% Reduction in high bill calls


Marketing Automation…Relevant, Timely Engagement Throughout the Year

Drive TARGETED program participation Increased visibility through planned, ongoing customer engagement Establishes loyalty, trust, builds Customer Satisfaction

Annual Marketing Campaign

Jan Feb Mar May Jun Jul OctSepAug Nov Dec

End of Year Summary

Rate Communication TOU and/or Demand

Rate

(Targeted) Video Bill Explanation (Targeted) Video Bill Explanation (Targeted) Video Bill Explanation

Automation Marketing for Rate Program

Electric Vehicle Program

LightingProgram

Pre-heating Season

Appliance Program

Pre-cooling Season

Automation Marketing for EV

Program

Carbon Footprint Awareness

Appliance Calculator

Automation Marketing for

Lighting Program

April


Customer Self-Service and Education


Instant Answersfor CSRs

• Cuts call time• Consistent answers

- Website- from Field Audit- from CSR

• Builds trust


New Frontier in Field Audits

• One calling about high bills?or• Ones identified as high

potential?• Ones likely best program

candidates?


Possible Cons⊗Dangerous⊗ Too Expensive⊗Hard to Prove Cost-Effective⊗ “One-&-Done” vs.

Ongoing Engagement⊗Doesn’t Impress Customers

…especially if they had to wait


Analysis Enables Targeting


Utility Opportunity


Results speak volumes…Participation of up to 5 times previous results

Decreased high bill calls

Increased customer satisfaction


Results speak volumes…A very cost-effective way to

Empower your customers.


Any Questions ??


Brenda [email protected] ext. 815

Karen [email protected]

Documents

What’s After COVID-19? The Next Steps in the Utility …...professionals through Apogee Institute as well. May 28, 2020 | What’s After COVID-19? The Next Steps in the Utility Customer’s