EE: Sell them what they want…

May 2, 2017 | Blog

How do you craft an effective energy efficiency message? This was addressed on a recent webinar hosted by Apogee Interactive. The topic resounded with the energy industry, drawing more than 100  professionals from across the US.

Apogee’s special guest Suzanne Shelton, President and CEO of Shelton Group; the nation’s leading marketing agency specializing in energy and the environment kicked off the event. Shelton shared the results of her research showing a 4-year decline in consumer interest in EE. She then offered advice as to how to turn this trend around.

Shelton Group research notes several misconceptions:

  1. Energy efficient upgrades will not increase a home’s value.
  2. They don’t need EE upgrades because their homes are comfortable enough.
  3. Consumers lack trust in the “save money” message.

So, what do they want?

Shelton advises, speak to customers about what matters to them, peace of mind, control, comfort, resale value, and feeling good about their EE efforts. The message must be relevant and personal.

Apogee’s President and CEO, Susan Gilbert, continued showing proven results from utilities that engage customers with relevant and personalized tools.

Energy summary reports are personal and proactive. A major IOU study showed a 16% boost in customer satisfaction among recipient. Ms. Gilbert explained that JD Power recognized this as significant, the equivalent of a 100-point increase on the JD Power customer satisfaction scale.

Personalized bill analysis videos are showing click through rates of 30%.  That is 14 times the rate of the overall industry average of 2.14%. In addition, one survey revealed 94% of those that viewed the videos found them useful.

Energy Forecast is engagement tool demonstrates the correlation of energy use and the weather.  Weekly forecasts put customers in control giving them the chance to make changes in behavior before the bill drops. It includes a virtual thermostat that shows users in dollar amounts a no cost way to can save by simply changing the thermostat.

Proactive alerts sent mid-cycle put customers in the driver’s seat allowing them to set thresholds that alert them when their bill reaches a designated amount.

Apogee’s Energy Advisor online audit appeals to customers by giving personal energy savings tips with accurate return on investment calculations and efficiency ratings.

In conclusion, know your customer, provide useful, relevant, and personal information. Continue the dialogue with accurate digital engagement tools that fosters trust and positions your utility as a trusted energy advisor.

If you would like more information about this topic, contact Karen Morris at kmorris@apogee.net.

 

About The Author

Karen D. Morris

Karen manages Apogee’s corporate marketing efforts as well as Apogee’s marketing resource service. For the past 16 years, she’s worked closely with utilities across the country to help them better market their programs, and improve customer satisfaction through digital engagement. She brings timely and informative webinars to energy professionals through Apogee Institute as well as directs Apogee’s annual Innovations conference.

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