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Around the world, energy providers face rapidly evolving marketplaces and an environment of continuous change. Concerns over climate change, volatile energy prices and security of supply continue to provide momentum to the rollout of disruptive technologies.
Consumers are now central to these deployments. At the same time, new consumer opportunities are emerging with the increasing adoption of smart technology, mobile devices and the integration of Web-enabled platforms such as social media. The energy landscape is increasingly defined by the values and preferences of the new energy consumer.
More than ever, consumers are seeking added value, personal connection and products and services that align with their lifestyles—all of which go beyond the traditional energy experience.Accenture’s latest new energy consumer research, Actionable Insights for the New Energy Consumer, explores questions such as:
What energy and nonenergy-related products and services are consumers interested in receiving from their providers?
How do consumers want to interact with providers and what expectations are there for self-service, social media and other nontraditional channels?
How can utilities differentiate themselves to more effectively acquire and retain consumers or increase participation in specific programs?
A case in point: Listen to United Kingdom consumers opinions and preferences
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Accenture’s New Energy Consumer research program
To help energy providers successfully meet the challenges and opportunities presented by the evolving energy marketplace, Accenture launched a multiyear global research program aimed at gaining a deeper understanding of consumers’ attitudes, opinions and preferences toward energy efficiency, energy management and value-added products and services.
Understanding Consumer Preferences in Energy Efficiency in the Utilities Industry Completed in 2010, phase one of the program, Understanding Consumer Preferences in Energy Efficiency, was a global consumer survey that produced valuable insights into consumer behaviors, preferences and attitudes toward energy efficiency, awareness, readiness and willingness to take action. The findings provide a view of consumers’ understanding of energy and their relationship with providers.
Revealing the Values of the New Energy Consumer Accenture built upon those insights with phase two of the program—2011’s Revealing the Values of the New Energy Consumer. This worldwide end-consumer survey explored consumer preferences, opinions and priorities related to beyond-the-meter products and services offered by utilities or other emerging providers.
With clear signals in the energy marketplace that new business models and nontraditional competitors were emerging, the findings explored the possible scope of the energy ecosystem and provided insights on the consumer preferences shaping opportunities today and in the future.
Actionable Insights for the New Energy Consumer
With a firm view of the consumer values and preferences related to energy efficiency, beyond-the-meter products and services and emerging new competitors, in 2012, we embarked on the third phase of the program. Phase three focuses on developing actionable insights and tactical implications for providers.
Recognizing that smart technology represents just one of the trends creating opportunities and challenges for providers, Accenture’s latest consumer insights take a multidimensional approach to exploring consumer preferences and behaviors that define the operational considerations for addressing the new energy consumer.
Recognizing that energy providers want to take strategic and operational steps today, the findings are provided in the context of a consumer’s energy experience and specifically explore the consumer elements of:
Choice. As consumer values related to energy change, so are the options and value propositions they want.
Connection. Changes in technology and the continued consumer move to online channels are shifting the traditional preferences for interactions.
Loyalty. Engaging consumers and understanding the drivers of loyalty and satisfaction are critical to ongoing success.
Access the Accenture new energy consumer blog U-Blog.
Revealing the Values of the New Energy Consumer
This 2011 Accenture research shows insights into the opportunities for value creation in an evolving energy marketplace.
Understanding Consumer Preferences in Energy Efficiency in the Utilities Industry
This 2010 Accenture research shows insights into public understanding and preferences toward electricity management programs.
April 4, 2012
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