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Re-energizing the new energy consumer

Three ways utilities can use data to ignite customer relationships in the digital age.

Overview

As they embrace digital technologies, utility customers are sending important signals about what they want and expect from their energy providers. Utilities that accurately decipher and act on these messages will have a distinct advantage.

Consumers spent just nine minutes per year, on average, interacting with their energy providers. The potential to re-energize customer relationships via digital interactions is enormous. Today, 44 percent of utility consumers are digitally engaged. As that percentage grows, so will utilities’ opportunities to engage with their customers in new, relevant ways.

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Key Findings

It’s a win-win for utilities to satisfy their digital customers’ needs. Consumers who are digitally engaged with their utilities are much more loyal—and more valuable.

  • Sixty-nine percent of digital consumers are satisfied with their energy provider—14 percentage points higher than those who do not use digital channels.

  • Forty-two percent would be willing to recommend or promote their energy provider, compared to 13 percent of non-digital users.

  • Eighty percent are more likely to participate in energy management programs, compared to 59 percent of non-digital customers.

  • Seventy percent are more likely to sign up for automated home energy management devices or services, compared to 48 percent of non-digital customers.

  • Seventy-three percent of digital customers are more likely to sign up for home energy generation products (vs. 53 percent).

"Eighty percent of digital customers are likely to participate in energy management programs, compared to 59 percent of non-digital customers."

Recommendations

By collecting and analyzing customer data and behaviors, utilities can:

  • Better understand their customers… and their customers’ value. By analyzing customer data, utilities can develop a complete view of customer segments. With these insights, they can refine their processes, target messages, and offer solutions that customers notice and value.

  • Create engaging customer experiences. Leading utilities take a customer-centric approach. They tailor customer experiences and offer simple, convenient and meaningful digital interactions.

  • Differentiate for long-term growth. Interconnected services will set utilities apart. Leading utilities are already identifying capabilities they will need, engaging regulators and stakeholders, and developing new “ecosystem partnerships” through which they can deliver services customers want.

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Author

 

 

Tim Porter

Tim Porter

Managing Director – Accenture Strategy, Utilities

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