Four offerings for utility consumers 
Published: Jun-08-12
 
As consumer values related to energy change, so do the options and value propositions they want. What does this mean in practical terms? Energy providers can look at ways to create energy packages that appeal to consumer values. For instance, here are four possible packages consumer would be interested in according to our most recent survey of more than 10,000 residential energy users around the globe.
 
To make it easier for us to see what consumers are looking for, we gave each package a tag line that captures the primary consumer value that a particular bundle would address and what customers would expect from it:
 
“Save me money”
  • Variable, time-of-day electricity pricing
  • Manually controlled consumption
  • Online service and electronic billing only
  • No renewable energy in fuel mix
  • Personalized energy reports to help reduce use and costs
… all for a bill that is 10 percent lower than normal.
 
“Make it predictable”
  • Fixed pricing
  • Manually controlled consumption
  • Online service and electronic billing only
  • No renewable energy in fuel mix
  • Basic report of consumption history
… all for a bill that is 5 percent lower than normal.
 
“Save me time”
  • Variable electricity pricing (could change hourly)
  • Automated consumption control
  • Full service and support via multiple channels (Web, phone)
  • No renewable energy in fuel mix
  • Basic consumption history provided
… all at the same price – i.e., “no impact on bill”.
 
“Save the planet”
  • Variable, time-of-day electricity pricing
  • Automated consumption control
  • Full service and support via multiple channels
  • Significant access to energy from renewables
  • Personalized energy reports to reduce consumption
… all for bill that is 5 percent higher than normal – “we’re willing to pay more”.
 
The consumer demographics and attributes behind each of these vary. Homeowners (vs. renters) and higher-income customers prefer predictability. Males and younger buyers between 18 and 34 are the most likely to want to “save time,” and younger buyers under 24 are the most likely to be willing to pay extra to “save the planet”.
 
What product and package options do you currently offer consumers? When you put on your ‘consumer hat’ what would you like your energy provider to offer you? Join us next time to learn more about when and how utilities can pitch new products and services to their customers.
 
 
 
 

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About the Author
Greg Guthridge leads the Accenture Energy Consumer Services group. Over the past 20 years, he has led and managed customer service-r...
 
 
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