The recommendation proposes that Utility X implements a program called "More Power to You" to showcase the benefits of smart meters, including using excess electricity saved to power streetlights and improve infrastructure, targeting millennial customers in Detroit through social media marketing, and leveraging crowdsourcing strategies to improve customer relationship management.

1. COMPASS CONSULTING GROUP
PROVIDING GUIDANCE THAT LAST A LIFETIME
Adrian Andrade, Raheim Binnie, Melissa Davis, LaMyra Stevenson
IBM Business Case Competition

2. Recommendation:
A New Focus on the
Community
Showcase the benefits of
Smart Meters to customers
through the implementation of
the Utility X More Power to You
Program.
Number of lighted streets in Detroit according to the Detroit Public Lighting
Authority. (Source: Public Lighting Authority)

3. The More Power to You Program
Hydroelectric Energy Reserves Improvements to Infrastructure
● Excess (unused) electricity saved by the use of
Smart Meter technology will provide electricity
to pump water uphill in a process known as
hydroelectricity storage
● Hydroelectric storage will be a source of energy
in response to power outages, improving
customer experience
● The resource savings of unused electricity will
be reallocated to improving outdated
infrastructure(*) of inner city streets through a
joint-partnership with the Public Lighting
Authority to offer both replacement
technologies and engineering expertise
● More streetlights will lead to safer
neighborhoods, deterring crime and potentially
lowering homeowners and car insurance rates
(**)
*About 20% (18,000) of Detroit’s city lights rely on the old-time series circuits dating as far back as the early 1900s. (JC Reindl, “Why Detroit’s Lights Went Out.” November 17, 2003. Available on
Detroit Free Press, accessed September 27, 2015.)
**According to a study on streetlight experiments in the U.S., increased street lighting coincided with a decrease in crime rates in cities such as Atlanta, Milwaukee, Kansas City, and Fort Worth.
(David Farrington, “Effects of Improved Streetlighting on Crime: a Systematic Review.” August 2002. p 21. Available Keysso.net, accessed September 27, 2015)
These community-focused initiatives will enhance the relationship between the customer and Utility X.
Essentially no customer is left behind.

4. Improvements to Infrastructure
● According to the Public Light Authority,
construction, materials, engineering and
design alone account for 91% of the capital
costs
● In an effort to support the re-lighting of the city,
Utility X will tap into its own technical
workforce and provide replacement hardware
in order to fulfill this capital need

5. Millennials in Detroit are a growing source
of opportunity.
Cracking the Code
• Targeting customers who have the greatest
probability duration and low switching costs
• Targeting the trendsetters of Detroit
Demographics
• Millennials are infiltrating the Greater Downtown
Detroit area at unprecedented rates
• Millennials have a huge influence in the media and
are the biggest advocate of social media
The Greater Downtown Detroit area encompasses the Downtown, Midtown, Woodbridge, Eastern Market, Lafayette Park, Rivertown and Corktown and his home to 35,037 people,
which averages to nearly 5,000 people per square-mile. (7.2 SQ MI, “A Report on Greater Downtown Detroit.” February 2015. p 8-10. Available from DetroitSevenPointTwo.com, accessed
September 27, 2015)

6. Actionable Strategies
Replace Call Center
with Crowdsourcing
• Leverage
crowdsourcing to
enable Utility X to stay
of potential customer
experience hurdles
that may arise down
the road
• Use of crowdsourcing
will lead to increased
flexibility and
capabilities, and most
importantly lower
costs
• Transformation of
their own experiences
Marketing/PR
• Postmail/E-mail
current customers to
raise initial awareness
of the program
• TV Commercials, Social
media (Twitter,
Facebook, etc.)
• Internet Ads, FM/AM
and Internet Radio to
spread awareness
beyond the pool of
current customers
Education
• Launch innovative
commercials at
introduces the
features of the
program
• Distribute material
that informs
customers of the
changes that will occur
during peak hours
Customer Portal
• Leverage smartphone
app to provide real-
time feedback of
energy usage and peak
time alerts

7. The Growing Potential Of Social Media Shows Promise In
Appealing To Millennial Customers
A New Approach to Customer
Relationship Management (CRM)
• Leveraging crowdsourcing strategies
to improve CRM infrastructure by
soliciting contribution from a large
group of people
• Crowdsourcing is preemptive which
allows Utility X to stay ahead of
potential customer experience hurdles
that may arise down the road
• Just as social media is revolutionizing
the way we think, it is also
revolutionizing the way we share
(Source: Adweek.com)

8. Beacon Marketing Will Offer New
Possibilities
● More direct access to target customers
● Greater content relevance and precision
● Personalization
● Enhanced analytics
● Rapid deployment
● Real-time feedback
● Enhanced customer experience

9. New Changes to Manage and How to
Address Them
New Changes
● Promoting customers to adapt to an
energy efficient lifestyle
● Developing a habit to comply with
energy alerts provided via the
customer portal app
How to Address Them
● Increasing transparency of home
energy usage and related costs
● Driving inclusion on every level,
allowing the customer to engage with
peers and Utility X company
representatives in the customer portal
interface

10. Thank You
Compass Group