The document discusses consumer engagement strategies for utilities, emphasizing the importance of building digital communities and utilizing social media for better customer interaction. It outlines Intelen's Engagement Framework and provides insights on customer profiling, behavioral programs, and effective marketing strategies. Additionally, it highlights the need for data-driven marketing to enhance customer loyalty, optimize support services, and predict customer behavior.

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Vassilis Nikolopoulos, PhDVassilis Nikolopoulos, PhD
CEO & co-founderCEO & co-founder
Consumer Engagement:Consumer Engagement: the holy grailthe holy grail
Intelen, IncIntelen, Inc

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Utility of the future:Utility of the future: build Digital Communitiesbuild Digital Communities

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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 ?

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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

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Do you have a portal ?Do you have a portal ?

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How to approach the
Customer

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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

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Let’s see how it
works…

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Utility of the future:Utility of the future: build Digital Communitiesbuild Digital Communities
Smart meters
Social motivation
Game mechanics
Social actions/challengesMobile app

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 Who to market
 How to communicate
 What product to promote
 When to drop

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 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 !!!

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 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

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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