connecting with customers on the gosmartenergycc.org/.../02/...pp-customers-on-the-go.pdf · •...

Connecting with

Customers on the Go

February 16, 2017

Today’s Presenters

Josh GleasonHead of Product Marketing

Bidgely

Nathan ShannonDeputy Director

Smart Grid Consumer

Collaborative

Kelly WycheProduct Developer - Innovation

Management

Duke Energy

Shawn BielkeProduct Portfolio Manager,

Customer Experience

Xcel Energy

Agenda

Speakers - Energy usage information and home energy management through mobile devices

Introduction

Question and Answer Session

SGCC’s Research - What do customers want?

Spotlight on Millennials

• In ~5 years, Millennials will

become one of the largest

groups of energy consumers.

• This group often exhibits

different expectations, attitudes

and behaviors from prior

generations.

• SGCC will examine

expectations, values and how

these consumers would like to

engage in energy management.

Speaker #1

Name Background

Shawn Bielke Product Portfolio Manager, Customer Experience at Xcel Energy

• Product Manager for the mobile app within the customer experience team at Xcel Energy

• Mission to establish more frequent interactions, more useful resources and more enticing options to engage every one of their customers with a personal experience

• Previously, the Senior Global Program Manager for Intertek Testing Services where he managed the product quality assurance testing of one of the largest accounts, Target

• Studied Chemistry and Physics at the University of Wisconsin – La Crosse

Xcel Energy Mobile App

Development and Roadmap

16 February 2017

• Vision and Guiding Philosophies

• Customer Research

• Features

• Release Plan

• Future Roadmap

Agenda

Agenda

Customer Led Vision and Principles

Mission

Engage every one of our customers in a

personal experience with Xcel Energy.

Vision

As a trusted and preferred energy provider

we will reinvent the customer experience

with digital innovations.

Customer Led Guiding Principles

Personalized

Actionable

Specific

Transparent

Enjoyable

Leverage customer data to offer a personalized experience.

Provide actionable and relevant information.

Enable data to be specific and have the ability to view and

manipulate.

Provide transparency into information available and Xcel Energy’s

practices

Make it easy and enjoyable.

Developing the Xcel Energy App With Our Customers

Initial Research

Ethnographic/Co-creation

Usability

Business CaseNov 2015

Product DesignNov 2016

Product BuildJan 2017

Personalized

Actionable

Specific

Transparent

Enjoyable

• Few ideas are out of scope.

• Spark excitement about a process that

currently feels routine/distant

• Increase interaction/touchpoints with Xcel

• Treating customers as partners.

• Allow consumers to feel more empowered

and in control

Perception and Relationship

Perception and Relationship

2017 Core Functionality

1. Report an Outage2. Outage Map3. Push Notifications4. View Billing information5. View Payment Information6. Pay Bill7. Enroll in Billing/Payment

Programs8. Account Management

1. Energy Usage

2. Neighborhood comparison

3. Energy Tips

4. Enroll in Energy Programs

Release 2Release 1

Speaker #2

Name Background

Kelly Wyche Product Developer - Innovation Management at Duke Energy

• Product developer on Duke Energy’s Innovation team. Has worked on energy efficiency mobile apps and connected home technology, as well as low-income neighborhood efficiency programs

• Prior to Duke Energy, worked in retail apparel product development for Target

• Graduated from the University of Pennsylvania with a degree in marketing and operations and is interested in bringing creative new solutions to the energy industry’s changing landscape

Duke EnergyReal Time Energy Monitoring AppKelly Wyche – Innovation Product Development

Product Overview & Customer Value Proposition

14

• For Duke Energy customers with AMI Meters, the Smart Meter Usage App

offers the opportunity to view, monitor, and engage with their energy usage to

make behavioral changes and save energy and money. With available

energy monitoring hardware, customers are empowered to create a

connected home experience and to further engage with their consumption

behavior.

• Adds additional customer value to getting an AMI Meter

• Caters to changing demographics of our customers

• Aligns with the Gateway project initiative of connecting with customers through one mobile channel

• Enables Duke to capture lost revenue from Energy Efficiency savings.

15

65% of consumers say they are excited about the future of smart technology as a part of everyday life inside their home

Primary driving forces causing

consumers to

buy a smart home device:

• 12% Want better control of my home• 10% Thought it would make my home safer

• 10% Was affordable and wanted to try it out• 8% My favorite tech brand released a

product

• 6% To save money on my home bills• 5% Its ability to sync with other tech devices• 1% Thought it would boost the value of my

home

Biggest hesitations to not adopt:

• 42% Price• 17% Privacy and security of data• 7% Don’t think will actually use it

• 6% Complexity• 5% Lack of relevancy/utility

Market Interest

16

An employee Technology Test was conducted from November 2015 – May

2016 to help us to understand what the right delivery strategy should be for a full scale pilot.

Technology Test Eligibility Requirements• Has an AMI Itron Smart Meter

• Has an IPhone or Android Smartphone

• Home setup will allow for successful Energy Bridge bind (dependent on

distance between wireless router and smart meter)

Participation Stats• 403 Surveys sent to eligible employees

• 78 Surveys received (19.4% response rate)

• 45 participants selected for test.

Installation Approach• Setup instructions, FAQs, and user guides were distributed at “Learning

Sessions”

• Energy Bridges distributed at “Learning Sessions”

• Resources conducted in-home visits to resolve issues upon request

• Prototype Lab provided customer support via email

Employee Technology Test

18

• We successfully proved the Energy Bridge technology works with Duke’s Itron AMI meters to provide reliable and consistent connectivity• 45 energy bridges installed at a 96% bind

rate with 91% connection uptime

• We had one Smart Energy Specialist supporting this test• 202 of the 203 (99.5%) were via email. 1 was a

phone call.

• We sent out 11 engagement emails during the course of the test• 66% average open rate (ranging from 20% -

87%)• 35% click rate (for emails containing surveys)

Focus

Group

Feedback

Results and Feedback

19

As we plan for launching a 10,000 customer Pilot for the Smart Meter Usage App,

we are carefully strategizing around what commercialization and further scaling

of this program will look like.

• Regulatory Strategy– How will this change the future of existing EE programs?

• Scaling for Look and Feel– How do we design a fluid customer experience for pilot

participants switching to the Duke App?

• Gateway Integration– What discussions do we need to have with vendors?

• Customer Segmentation– What are the needs of our customers by different

jurisdictions, income levels, and Acxiom segmentation?

• Meter availability– What do we tell customers who will not have an

AMI meter until 2021?

• Connected home Market– Where will this market go in the next 2-5 years? How do Utilities fit into that market?

• Cost Effectiveness & Impacts– Will we see the EE savings numbers we need to justify the costs of the program?

Considerations for Scaling

Speaker #3

Name Background

Josh Gleason Head of Product Marketing at Bidgely

• Leads Product Marketing at Bidgely, a software company that is transforming utility customer engagement by leveraging the power of energy disaggregation

• Previously led the Customer Success team at Bidgely, with responsibilities for over a dozen project deployments across the globe

• Co-founder and partner of a company providing clean water solutions to utilities across California

• Previously worked for Morgan Stanley in New York and Los Angeles

• Holds a BS degree from Stanford and an MBA from UCLA

Bidgely Confidential

Connecting with Customers on the Go

Identifying the right mobile solution


Consumers are Mobile!

23

77%US Smartphone

Ownership

AgeSmartphoneOwnership

18-29 92%

30-49 88%

50-64 74%

65+ 42%

http://www.pewinternet.org/fact-sheet/mobile/


Smartphone is Preferred Channel

24

505,591 551,184 500,173 463,814

441,693

646,324 787,541 878,654

0

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

December 2013 December 2014 December 2015 December 2016

Digital Screen Time (US, Million Minutes)

Desktop Smartphone

+99%

-8%

http://www.comscore.com/Insights/Blog/Smartphone-Usage-Has-Doubled-in-the-Past-Three-Years

Smartphone is Preferred Channel


Utility Awareness is High

25

30.5%

20.0%

11.6%10.5%

8.4%

0%

5%

10%

15%

20%

25%

30%

35%

Which of the following will cause the greatest disruption to your utility

over the next 5 years?

Increased regulatory

requirements

Customer

expectations

Pressure on traditional

utility business model

Growing solar

penetration

Increasing use of TOU

or dynamic rates

30.5%

20.0%

11.6%

10.5%

8.4%Navigant Research


Utility Readiness Not There Yet

26

Digital Transactions

Proactive Alerts & Notifications

Contact Center Next Best Action

Advanced CSR Tools

Social Media Management

Campaign Management

Cross-channel Consistency

Preference Management

Customer Analytics/Business Intelligence

Targeted Web Marketing

Segmentation & Personalized Content

Mobile Applications

Digital Marketplace

360 Degree View of Customer

Loyalty & Rewards Programs

24.0%

24.0%

17.7%

16.7%

15.6%

15.6%

14.6%

14.6%

14.6%

14.6%

13.5%

11.5%

10.4%

9.4%

6.3%0%

5%

10%

15%

20%

25%

30%

High Confidence in Customer Engagement Capabilities?

Navigant Research


Utility Readiness Not There Yet

27

Digital Transactions

Proactive Alerts & Notifications

Contact Center Next Best Action

Advanced CSR Tools

Social Media Management

Campaign Management

Cross-channel Consistency

Preference Management

Customer Analytics/Business Intelligence

Targeted Web Marketing

Segmentation & Personalized Content

Mobile Applications

Digital Marketplace

360 Degree View of Customer

Loyalty & Rewards Programs

24.0%

24.0%

17.7%

16.7%

15.6%

15.6%

14.6%

14.6%

14.6%

14.6%

13.5%

11.5%

10.4%

9.4%

6.3%0%

5%

10%

15%

20%

25%

30%

High Confidence in Customer Engagement Capabilities?

Navigant Research


Defining the Right Mobile Solution

28


Defining the Right Mobile Solution

29

1. The required functionality

2. Leveraging a platform approach

3. The build vs. buy decision

4. Ensuring ease of deployment

5. The ancillary support for rollout


1. Functionality

30

Top Utility Customer

Engagement Goals

Navigant Research

Increase Customer Satisfaction

Reduce Cost-to-Serve

Reduce IT Costs

Increase Revenue

Increase Digital Engagement

Protect Customer Information

52%

16%

16%

11%

4%

1%


1. Functionality

31

• Satisfaction ≠ Meeting Expectations• Desire (apple)

• Exceptional service (nordstrom)

• Personalized content (facebook)

• Great pricing (amazon)

Top Utility Customer

Engagement Goals

Navigant Research

Increase Customer Satisfaction

Reduce Cost-to-Serve

Reduce IT Costs

Increase Revenue

Increase Digital Engagement

Protect Customer Information

52%

16%

16%

11%

4%

1%

Great Product That People Want

to Consume


1. Functionality

32

• Push, Don’t Pull• Drive engagement to the consumer

• Focus on Me• Lead with personalized content

• Make it fun to consume

• Know the Narrative• Best UX defined by user stories


2. Platform

33

• Modular• Serve multiple programs (e.g. EE, DR,

engagement)

• Customizable• Branding and content

• Climate, goals, customer types

• Extensible• Easily integrate with other solution

components

DEEPEN

CUSTOMER

ENGAGEMENT

INCREASE

ENERGY

EFFICIENCY

MANAGE

PEAK

DEMAND

IMPROVE

CUSTOMER

SUPPORT

INCREASE

CUSTOMER

REVENUE

LOWER

PROGRAM

COSTS


2. Platform

34

• Omni-Channel• Consistent look and feel across multiple channels


2. Platform – App vs SMS

35

Mobile App SMS to Mobile Web

VS


3. Build vs Buy

36

Build Internally✔ Full utility control

✘ Skillset mismatch, project duration, ongoing maintenance/support

Build Externally✔ Full utility control, no skillset mismatch

✘ Ongoing maintenance/support

Buy Off-the-Shelf✔ Deployment speed, hardened product, amortized maintenance

✘ Potential lack of differentiation


3. Build vs Buy

37

• Utilize existing utility app

• Integrate engagement features –disaggregation, insights, recommendations – via API

• Utilize off-the shelf app

• Integrate existing utility features – bill pay and outage management – via deep linking

Hybrid Approach – APIs Hybrid Approach – Deep Linking


4. Ease of Deployment / 5. Ancillary Support

38

• Compatible & Adaptable• Fit with existing IT infrastructure

• Robust• Security and SLAs

• Marketing and Launch Support• Expertise in ”recruiting to mobile”

• Customer Support• New channel/new content = new questions


Summary – The 5 Key Considerations

39

1. The required functionality

2. Leveraging a platform approach

3. The build vs. buy decision

4. Ensuring ease of deployment

5. The ancillary support for rollout

bidgely.com/white-papers

Thank you! You will receive a copy of today’s slides at the email

address you used to register.

Josh GleasonHead of Product Marketing

Bidgely

Nathan ShannonDeputy Director

Smart Grid Consumer

Collaborative

Kelly WycheProduct Developer - Innovation

Management

Duke Energy

Shawn BielkeProduct Portfolio Manager,

Customer Experience

Xcel Energy

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