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Behavioral Science, Big Data and Conservation CWA Conference November 13, 2014 Andrew Ulmer, Senior Director of Client Solutions
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Agenda • Engagement and Conservation
• Easy, targeted and measurable • Behavioral Science & Big Data • Results & Practical Considerations
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About WaterSmart
WaterSmart Software helps utilities educate and engage customers to save water and money. WaterSmart offers a turnkey, cloud-based engagement, analytics, and behavioral water efficiency solution.
OUR PARTNERS INCLUDE 30+ UTILITIES in 4
STATES, 1M+ ACCOUNTS
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Recipe for Results
EDUCATION SOCIAL NORMS
+ Social Comparison, Gaming
Measurable Results
=
Need engagement before action
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Don’t Know How Much they Use….
Source: Attari et al (2014)
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Don’t Know Where Their Water Comes From…
Source: Texas Water IQ
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Current Dialogue.. When do you Hear from Customers?
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Not Best Tool for Engagement or Conservation
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What Moves the Needle?
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Social Norms!!!
Group behavior is a powerful force for most individuals.
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More Behavioral Insights
EAST
EASY
ATTRACTIVE
SOCIAL
TIMELY
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EAST
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Offering the Right Number of Recommendations
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Big Data as Leverage • Interactive and dynamic
• Customized: relevant, fresh and timely • Multiple data sources • Benefits of SaaS – Software as a Service
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Multiple Data Sources
SURVEYS
CONSUMPTION & RESIDENCE
INFO
REBATES & INCENTIVES
REAL-ESTATE CITATIONS
WEATHER & CLIMATE
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The SaaS Advantage Feature Benefits
Faster Innovation Enhancements and new features are inspired by a broad segment of the market
Deeper Insights Benefit from behavioral insights across millions of utility accounts – hone algorithms
Value Cost-sharing among other tenants on platform
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Track Results and Adapt • Design • Engage • Measure and optimize
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Program Design
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Program Tracking and Optimization
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Efficiency: How are we doing?
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Results: Track against a control group
300
400
500
Jan13 May13 Sep13 Jan14 May14
5.4% Savings
Program Start Gallons Per Day
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5%+ WATER SAVINGS
3x CUSTOMER ENGAGEMENT
Demand Management and Engagement
Participation in Existing Programs
74%
26%
WATERSMART CONTROL
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29%
22% 21%
14% 13% 12%
Explaining your Water Use Showing Ways to SaveMoney on Water Bill
Providing Tips to ReduceWater Use
% CUSTOMERS WHO RATED THE UTILITY “EXCELLENT”
With WaterSmart Control
High Customer Satisfaction
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0%
3%
6%
9%
12%
Program Inception Month 1 Month 2 Month 3 Month 4 Month 5 Month 6
New Emails from 10% of Participants
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Final Considerations
• Titrate engagement and conservation • Industry catch up: customer experience • Align customer and business needs
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Andrew Ulmer, Senior Director of Client Solutions [email protected]
Thank You
WaterSmart Software 28 Analysis by Daniel Brent, Univ. of Washington, June 2012
AVG. 5% SAVINGS
TREA
TMEN
T EF
FEC
T (%
) NO CHANGE
Lowest Users
Highest Users
70% of homes saved water
