intelen's utility consumer engagement framework
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SMI London – 17/4/2015 #utilitiescocialmedia
Vassilis Nikolopoulos, PhDVassilis Nikolopoulos, PhD
CEO & co-founderCEO & co-founder
Consumer Engagement: Consumer Engagement: the holy the holy
grailgrail
Intelen, IncIntelen, Inc
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
Utility of the future: Utility of the future: build Digital build Digital
CommunitiesCommunities
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
Reduced Reduced churn (loyalty) churn (loyalty)
??
Engagement Engagement for Utilities for Utilities customerscustomers
Contract Contract renewals ?renewals ?
Optimal support Optimal support and complaints and complaints
service ?service ?
Better price Better price adaptation adaptation strategy ?strategy ?
New Sales New Sales and new and new product product
/revenues /revenues adoption ?adoption ?
What is Engagement for What is Engagement for
Utilities ?Utilities ?
Marketing & Marketing & CSR ?CSR ?
Low Cost to Low Cost to Acquire ?Acquire ?
SMI London – 17/4/2015 #utilitiescocialmedia
What is actually engagement, is What is actually engagement, is
there any standard procedure there any standard procedure
and how do I measure it?and how do I measure it?
Yes !Yes !
Intelen’s Engagement Framework Intelen’s Engagement Framework
- IEF- IEF
SMI London – 17/4/2015 #utilitiescocialmedia
Do you have a portal ?Do you have a portal ?
SMI London – 17/4/2015 #utilitiescocialmedia
How to approach the Customer
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
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
Let’s see how it works…
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
Utility of the future: Utility of the future: build Digital build Digital
CommunitiesCommunities
Smart meters
Social motivation
Game mechanics
Social actions/challengesMobile app
SMI London – 17/4/2015 #utilitiescocialmedia
Who to market How to communicate
What product to promote
When to drop
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 !!!
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
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
SMI London – 17/4/2015 #utilitiescocialmedia
SMI London – 17/4/2015 #utilitiescocialmedia
http://www.intelen.com
Intelen, Inc.805 3rd AvenueSuite # 902NY 10022New York, USAinfo@intelen.com
Thank you !Thank you !
Vassilis Nikolopoulos, PhD
v.nikolopoulos@intelen.com
@vnikolop
Find me on LinkedIn/FB
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