Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Intelen's Utility Consumer Engagement Framework

867 views

Published on

How we approach utility engagement and how we engage utility consumers in regulated and de-regulated Utility markets

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Intelen's Utility Consumer Engagement Framework

  1. 1. SMI London – 17/4/2015 #utilitiescocialmedia Vassilis Nikolopoulos, PhDVassilis Nikolopoulos, PhD CEO & co-founderCEO & co-founder Consumer Engagement:Consumer Engagement: the holy grailthe holy grail Intelen, IncIntelen, Inc
  2. 2. SMI London – 17/4/2015 #utilitiescocialmedia
  3. 3. SMI London – 17/4/2015 #utilitiescocialmedia
  4. 4. SMI London – 17/4/2015 #utilitiescocialmedia
  5. 5. SMI London – 17/4/2015 #utilitiescocialmedia
  6. 6. SMI London – 17/4/2015 #utilitiescocialmedia
  7. 7. SMI London – 17/4/2015 #utilitiescocialmedia
  8. 8. SMI London – 17/4/2015 #utilitiescocialmedia Utility of the future:Utility of the future: build Digital Communitiesbuild Digital Communities
  9. 9. SMI London – 17/4/2015 #utilitiescocialmedia
  10. 10. SMI London – 17/4/2015 #utilitiescocialmedia ReducedReduced churn (loyalty)churn (loyalty) ?? EngagementEngagement for Utilitiesfor Utilities customerscustomers ContractContract renewals ?renewals ? Optimal supportOptimal support and complaintsand complaints service ?service ? Better priceBetter price adaptationadaptation strategy ?strategy ? New SalesNew Sales and newand new productproduct /revenues/revenues adoption ?adoption ? What is Engagement for Utilities ?What is Engagement for Utilities ? Marketing &Marketing & CSR ?CSR ? Low Cost toLow Cost to Acquire ?Acquire ?
  11. 11. SMI London – 17/4/2015 #utilitiescocialmedia What is actually engagement, is thereWhat is actually engagement, is there any standard procedure and how do Iany standard procedure and how do I measure it?measure it? Yes !Yes ! Intelen’s Engagement Framework - IEFIntelen’s Engagement Framework - IEF
  12. 12. SMI London – 17/4/2015 #utilitiescocialmedia Do you have a portal ?Do you have a portal ?
  13. 13. SMI London – 17/4/2015 #utilitiescocialmedia How to approach the Customer
  14. 14. SMI London – 17/4/2015 #utilitiescocialmedia December 2014 January 2015 February 2015 Behavioral DR Program launched Invite to join platform sent to 5000 customers High: 90% Profile completion Medium: 65% Profile completion Low: 35% Profile completion High Customers •Demographics: upper middle class, family of 3 •House/Building: 2 story large house •Rooms: 4 bedrooms, 2 baths, family room, living room, garage •Central heating, central air conditioning •3 televisions, all major appliances (state-of-the-art) •Profile: 90% complete Middle Customers •Demographics: middle class, family of 4 •House/Building: Townhouse with garage •Rooms: 2 bedrooms, 2 bath •Central heating, window- based individual room air conditioning (3 in total) •2 televisions, slightly older washing machine, dryer and microwave oven; new fridge and dishwasher •Profile: 65% complete Low Customers •Demographics: lower middle class, family of 5 •House/Building: 2 bedroom apartment •Rooms: 2 bedrooms, 1 bath •Central heating, window- based individual room air conditioning (2 in total) •1 television, all appliances at least 5 years old, if not more •Profile: 35% complete
  15. 15. SMI London – 17/4/2015 #utilitiescocialmedia
  16. 16. SMI London – 17/4/2015 #utilitiescocialmedia Let’s see how it works…
  17. 17. SMI London – 17/4/2015 #utilitiescocialmedia
  18. 18. SMI London – 17/4/2015 #utilitiescocialmedia Utility of the future:Utility of the future: build Digital Communitiesbuild Digital Communities Smart meters Social motivation Game mechanics Social actions/challengesMobile app
  19. 19. SMI London – 17/4/2015 #utilitiescocialmedia  Who to market  How to communicate  What product to promote  When to drop
  20. 20. SMI London – 17/4/2015 #utilitiescocialmedia  Collect individual customer behavior daily (opens, clicks, usage, time on DiG, features used / not used)  Identify value of engagement attributes  Model future communication based on successes / failures  What is the optimal timing, frequency, message, channel, or offer based on level of engagement?  What responses are critical to success? What are nice to haves?  Response or no response – Intelligence is collected, user is remodeled and will be communicated to again at the optimal touchpoint Push Communication Open & Click Analyze Learn & Calibrate App Usage Data Capture Touch-point Engagement Analytics !!!
  21. 21. SMI London – 17/4/2015 #utilitiescocialmedia
  22. 22. SMI London – 17/4/2015 #utilitiescocialmedia
  23. 23. SMI London – 17/4/2015 #utilitiescocialmedia  Develop triggers based on changes in expected bill (i.e. trending high/low mid-month, etc.)  Develop triggers based on personalized disaggregation recommendations to more efficient energy consumption (i.e. new appliances to invest in, tips to decrease specific appliance cost, etc.)  Develop triggers based on engagement with DiG and other marketing communications (i.e. need to complete survey, close to earning reward, re-engagement for lapsed customers, etc.) Marketing Strategy  Predict customer response to specific campaigns  Predict appropriate cross-sell/up-sell content  Predict when customers pass through critical milestones that can impact energy consumption (i.e. employment, marriage, children, likely to move, etc.)  Develop more robust segmentation that incorporates potential motivational drivers (i.e. environmental vs. economic) to customize content Marketing Analytics  Integrate with ESP (email service provider) to trigger emails based upon lifecycle and engagement behaviors  Integrate with web analytics platform to personalize user experience based on segment and profile information Marketing Technology Data Driven Marketing & ROI
  24. 24. SMI London – 17/4/2015 #utilitiescocialmedia
  25. 25. SMI London – 17/4/2015 #utilitiescocialmedia http://www.intelen.com Intelen, Inc. 805 3rd Avenue Suite # 902 NY 10022 New York, USA info@intelen.com Thank you !Thank you ! Vassilis Nikolopoulos, PhD v.nikolopoulos@intelen.com @vnikolop Find me on LinkedIn/FB

×