Frode Hvattum: Kundepreferanser innen smarte løsninger og strøm

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Frode Hvattum: Kundepreferanser innen smarte løsninger og strøm

  1. 1. Kundepreferanser innensmarte løsninger og strømFrode HvattumNordic Sustainability ServicesAccenture
  2. 2. Framtidens byer krever flere og integrerte smarte løsninger– som skaper verdi for innbyggere, selskaper og byen selv Kraftselskaper (og andre selskap) - Hva er teknologiens muligheter og utfordringer - Hvordan forstå kundene bedre, og satse på riktige produkter og tjenester, kanaler og kompetanse? Innbyggere - Hva finnes av produkter og tjenester som gjør hverdagen Smart Electricity Grid enklere og bedre? Smart Building Smart Management Mobility Smart Logistics Smart Water Grid Myndighetene Hvordan sørge for reguleringer og ordninger som legger til rette for smarte løsninger?Copyright © 2012 Accenture All rights reserved. 2
  3. 3. Accenture har gjennomført en global undersøkelse for å forstå energibrukeres preferanser, inkludert Norge Mer enn 10 000 sluttbrukere i 19 land Utvalgte land representerer en blanding av regulerte og deregulerte markeder 30 minutters online undersøkelse på lokale språk I Norge deltok 500 respondenter på undersøkelsen Copyright © 2012 Accenture All rights reserved. 3
  4. 4. Hovedbudskap fra Accentures sluttbrukerundersøkelser1. Forbrukeres preferanser knyttet til strøm og strømselskaper er i endring, og mange forbrukere ønsker seg produkter og tjenester utover det som tilbys i dag2. Norske forbrukere er blant de minst betalingsvillige for ”premium” strømprodukter3. Norske kunder har en klar preferanse for web-basert samhandling med sine strømselskaper4. Sammenliknet med resten av verden, er nordmenn generelt fornøyd med sitt strømselskap, og få har planer om å bytteCopyright © 2012 Accenture All rights reserved. 4
  5. 5. Budskap #1 1. Forbrukeres preferanser knyttet til strøm og strømselskaper er i endring, og mange forbrukere ønsker seg produkter og tjenester utover det som tilbys i dagCopyright © 2012 Accenture All rights reserved. 5
  6. 6. Kundene mottar idag et begrenset antall energi-relaterte produkter og tjenester fra sine strømleverandører … Which of the following products and services do you currently receive from your electricity provider? Products and services currently received from electricity provider Natural gas and/or water 7% Home energy audits/consultations to identify opportunities to save 5% electricity Installation and/or maintenance services for home energy devices (e.g., thermostat, furnace, water heater, air conditioner, major 4% home appliances, solar panels)Products and materials to make simple improvements to your home in order to save electricity 4% (e.g., weather stripping, compact fluorescent light bulbs) Devices or services to automate home energy management based on your preferences (e.g., remotely control and automate lighting, 3% heat in your home and some home appliances) Home energy generation products (e.g., solar, geothermal, wind) 3% Warranty and/or financing plans for home energy devices (e.g., furnace, water heater, air conditioner, major home 2% appliances, solar panels) None of the above 82% Base: All Norwegian respondents Copyright © 2012 Accenture All rights reserved. 6
  7. 7. …men det er også stor interesse for å bli tilbudt andre typer tjenester How interested are you in signing up for the following products and services if they were offered by your electricity provider? Interest in products and services provided by Products and services currently received from electricity provider electricity providers (very/somewhat) Natural gas and/or water 7% 32% Home energy audits/consultations to identify opportunities to save electricity 5% 49% Installation and/or maintenance services for home energy devices (e.g., thermostat, furnace, water heater, air conditioner, major 4% 48% home appliances, solar panels)Products and materials to make simple improvements to your home in order to save electricity 4% 58% (e.g., weather stripping, compact fluorescent light bulbs) Devices or services to automate home energy management based on your preferences (e.g., remotely control and automate lighting, 3% 49% heat in your home and some home appliances) Home energy generation products (e.g., solar, geothermal, wind) 3% 49% Warranty and/or financing plans for home energy devices (e.g., furnace, water heater, air conditioner, major home 2% 41% appliances, solar panels) Base: All Norwegian respondents Base: Consumers who do not currently receive the product and service from their Copyright © 2012 Accenture All rights reserved. electricity provider 7
  8. 8. Kundene er også interesserte i å bli tilbudt andre (ikkeenergirelaterte) tjenester fra sine strømleverandørerIn addition to energy-related products and services, how interested would you be inreceiving the following from your electricity provider? Somewhat interested Very interested Telecommunications services (e.g., television, internet, phone, mobile) 27% 18% 45% Home repair services (e.g., electrician, plumber) 31% 12% 43% Insurance services (e.g., home, auto, life) 23% 8% 31% Home services (e.g., home security, video monitoring in your home) 24% 6% 30% Banking services (e.g., bank account, credit card, mortgage) 17% 5% 22%Base: All Norwegian respondentsCopyright © 2012 Accenture All rights reserved. 8
  9. 9. For energi-relaterte kjøp er kundenes første innskytelse åvurdere kraftselskapene …Considered providers of electricity and related products When purchasing When purchasing When retrieving electricity, and choosing energy-efficient information on pricing program: products: electrical usage: Utility 73% 54% 67% Your retailer 25% 50% 26% Your online site (e.g., 21% 32% 29% Amazon, Google) Your phone or cable 23% 22% 27% providerCopyright © 2012 Accenture All rights reserved. Kilde: Global undersøkelse fra 2011 - fokus Norden 9
  10. 10. … men kan også tenke seg å vurdere andre typer tilbyderenår de blir gjort oppmerksomme på muligheten Retailers: 59% Telecom providers: 49% Online sites: 45%Copyright © 2012 Accenture All rights reserved. Kilde: Global undersøkelse fra 2011 - fokus Norden 10
  11. 11. Budskap #2 2. Norske forbrukere er blant de med minst betalingsvilje for ”premium” strømprodukterCopyright © 2012 Accenture All rights reserved. 11
  12. 12. Kundene forventer at “premium elektrisitetsløsninger” inkluderer et bredt spenn av produkter og tjenester Which of the following products/services would you expect a “premium electricity service” to include? Mentioned in top threePersonalized energy reports and tools that help me to understand and manage my electricity usage 55% (e.g., electricity used per appliance) Greater mix of renewable energy sources (e.g., wind, solar, etc.) 50% Availability of home energy generation products 39% (e.g., solar, geothermal, wind) Improved service priority 36% (e.g., shorter wait times when calling your electricity provider) Availability of additional programs and technologies (e.g., home automation service, home energy audit, annual heating/cooling 35% maintenance plan, etc.) Access to a personal energy advisor (e.g., personal advice on decreasing costs, seasonal maintenance reminders, 34% proactive contact when bill increases) Multiple billing and payment options (e.g., choice of billing dates, ability to pay by credit card, etc.) 32% Base: All Norwegian respondents Copyright © 2012 Accenture All rights reserved. 12
  13. 13. Kundenes villighet til å betale mer for premiumtjenester er svært lav i Norge sammenlignet med resten av verden Would you be willing to pay a premium for your electricity in order to receive these additional products/services? Yes, certainly Yes, probably20% 18% 11% 5% 6% 2% 1% 5%49% 5% 47% 46% 4% 43% 3% 2% 3% 3% 37% 2% 3% 1% 2% 1% 2% 29% 28% 26% 23% 21% 21% 21% 19% 19% 17% 17% 16% 15% 16% 15%CN BR ZA KR SG DK AVG IT AU ES CA DE USA JP NO UK FR SE BE NL Base: All respondents Copyright © 2012 Accenture All rights reserved. 13
  14. 14. Budskap #3 3. Norske kunder har en klar preferanse for web-basert samhandling med sine strømselskaperCopyright © 2012 Accenture All rights reserved. 14
  15. 15. Web-baserte kanaler er foretrukne blant kundene for alle typer interaksjon med strømtilbyderne Please select your preferred method of interaction with your electricity provider for the following events Receive bill Pay bill Learn about Learn about Get outage Change your Switch to a Sign-up for Resolve new home new energy information address/move new new issues (e.g., energy packages electricity electricity billing issues) services provider* packages and services In person (e.g., at your home 2% 15% 14% 3% 6% 26% 3% or in a store) Over the telephone 6% 8% 10% 19% 11% 17% 10% 42% Online chat 3% 2% 4% 4% 3% 7%Web-enabled channels 82% 85% 59% 61% 46% 73% 62% 44% 48% Sms/text message 2% 35% 1% Paper mail 16% 7% 15% 13% 9% 11% 16% *Only in deregulated markets High touch channels Base: All Norwegian respondents Low touch channels Copyright © 2012 Accenture All rights reserved. 15
  16. 16. Budskap #4 4. Sammenliknet med resten av verden, er nordmenn generelt fornøyd med sitt strømselskap, og få har planer om å bytteCopyright © 2012 Accenture All rights reserved. 16
  17. 17. 2 av 3 kunder i Norge er fornøyd, eller svært fornøyd, med sin nåværende strømleverandør What is your level of satisfaction with your current electricity provider? Very satisfied Satisfied21% 29% 23% 22% 22% 21% 24% 20% 15% 12% 23% 18% 10% 24% 21% 9% 8% 7%61% 6% 44% 46% 47% 46% 6% 43% 43% 41% 43% 43% 42% 41% 41% 39% 37% 38% 39% 32% 23% 21%NL USA CA NO UK FR DE AU DK SE CN BR BE AVG IT ES SG KR ZA JP Base: All respondents Copyright © 2012 Accenture All rights reserved. 17
  18. 18. Relativt få av de norske kundene sier de vurderer å skifte strømleverandør i løpet av det neste året Are you considering switching to another electricity provider in the next 12 months? Certainly switch Probably switch19% 16% 8% 11% 9% 14% 12% 11% 11% 11% 4% 8% 7% 9% 20%16% 16% 17% 15% 14% 15% 13% 14% 13% 12% 12% 12% 3% 9% 4%DE BE IT AU UK ES SE NL AVG DK USA* NO KR CA* FR *Note: includes only deregulated states and/or provinces Base: Respondents in deregulated markets only Copyright © 2012 Accenture All rights reserved. 18
  19. 19. Den klart viktigste faktoren for å vurdere nye leverandører ermuligheten for å redusere strømregningen sinWhat factors would motivate you to switch to a new electricity provider? Mentioned in top three Reduced electricity bill 90% Rate plans that better suit my needs 59% (e.g., fixed price, reduced price in evenings, etc.) Product and service bundles that better suit my needs 33% (e.g., bundle natural gas, home phone, internet, home energy audit, etc.) Provides renewable energy options 33% (e.g., wind, solar, etc.) Better customer service/support 28% Better loyalty rewards program 27% Better payment options 19%Base: Respondents in deregulated markets only - NorwayCopyright © 2012 Accenture All rights reserved. 19
  20. 20. Innsikten fra undersøkelsen kan oppsummeres i fire viktigeimplikasjoner for aktørene i kraftmarkedet1. Informasjon om kundenes 2. Nye produkter og tjenester må energibruk blir stadig viktigere skreddersys de riktige kundesegmentene 4. Kraftleverandørenes forretnings-3. “Kunden” blir redefinert modeller blir utfordretCopyright © 2012 Accenture All rights reserved. 20
  21. 21. Framtidens byer krever flere og integrerte smarte løsninger– som skaper verdi for innbyggere, selskaper og byen selv Kraftselskaper (og andre selskap) - Hva er teknologiens muligheter og utfordringer - Hvordan forstå kundene bedre, og satse på riktig produkter og tjenester, kanaler og kompetansen? Innbyggere - Hva finnes av produkter og tjenester som gjør hverdagen Smart Electricity Grid enklere og bedre? Smart Building Smart Management Mobility Smart Logistics Smart Water Grid Myndighetene Hvordan sørge for reguleringer og ordninger som legger til rette for smarte løsninger?Copyright © 2012 Accenture All rights reserved. 21

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