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What’s Really Driving Savings from Real-Time Energy Information?

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What’s Really Driving Savings from Real-Time Energy Information?

  1. 1. What’s Really Driving Savings fromReal-Time Energy Information?Jennifer Carman, Opinion DynamicsApril 30, 2013
  2. 2. Outline• Introduction & Methodology• What’s Really Driving Savings?• How Can Real-Time Information ProgramsAchieve Savings?
  3. 3. Real-time information programs arenot reaching their potential• Real-time information is intended to promptimmediate behavior changes• Utilities are investing in real-time information withpromise of high savings – reports as high as 12%– Savings have been inconsistent and as low as 0%• However, there are reasons for these differences
  4. 4. Methodology• Literature review of savings based on industryevaluation reports– 15 total reports reviewed– Real-time information programs in the U.S. andCanada since 2004• Selected data from Opinion Dynamicsevaluations and market research– Customer surveys and in-depth interviews– Three regions (Southeast, Northeast, and West) inlate 2011 and 2012
  6. 6. Engagement drives savings fromreal-time energy information• “Information” itself is neutral, while “engagement” isassociated with feelings of attraction, attention, andobligation to act• Program design should include active engagementstrategies to build relationships with customersCustomers ImplementersEngagement with information+ energy saving actionsReal-time information +engagement strategies
  7. 7. Customers who are most engagedare also taking the most action70%77%89%85%*83%*91%0% 25% 50% 75% 100%Low-actionMedium-actionHigh-action% checking device at least once per dayT1, Summer 2012 T2, Fall 20124 or more behaviors orhigh-cost installations(new AC, solar PV)2-3 behaviors or low/medium cost installations(CFLs, AC tune-up)0-1 behaviors only(turning off lights)*Based on self-reported changes.High-action customershad significantly higherengagement that didnot decrease over time
  9. 9. How can implementers buildrelationships?• Target customers• Provide guidance to customers• Provide multiple forms of outreach– Push communication– Social engagement and competitions– Customization
  10. 10. Successful programs target customers• Most successful targets include:– Highest energy users– Segments who have positive attitudes toward saving, buthave not taken much action• Leverage information that is available• Engagement tactics should align with who is targeted
  11. 11. Provide guidance to customersthrough training• Customers must understand theinformation to engage with it– Customers need training on whatinformation means– Training should also explain technicalterms such as kW and kWh
  12. 12. Provide guidance to customers byputting information in context
  13. 13. Providing multiple forms of outreachpromotes engagementProgramMean kWhSavings PerHouseholdSocialEngageCompetitionsEmail/textTipsCustomizationPromoteProgr.OverallOutreachLevelNE Utility Pilot (2009-2010) 11% X X X X X X HighSE Utility Pilot (2012-2013)* 2.9% X X X MediumSE Utility Pilot (2010-2011) 2.7% X X MediumSE Utility Pilot (2007-2008) 2.4% NoneNE Utility Pilot (2011-2012) 2.3% X X X MediumNE Utility Pilot (2007) 1.9% NoneMW Utility Study (2008-2009) 1.5% X LowW Non-Utility Pilot (2011) 0% NoneMW Utility Program (2010-2011)** 0% X X X Low**NW Utility Pilot (2008) 0% None* Program participation data covers less than 12 months** Different participant groups received different types of outreach, and none receivedall forms.
  14. 14. Forms of relationship-building:Push communications• Program push notifications– Mail, text, or email– Notification of events andreminders to keep checkingthe device or website
  15. 15. Forms of relationship-building:Social engagement and competitions• Social engagement/networking– Get ideas andencouragement from eachother• Competitions and/orbenchmarking– Against others, orthemselves– Updated regularly
  16. 16. Forms of engagement outreach:Customization• Personalized savingsplans– Programs anticipateneeds and providesolutions– Update over time
  17. 17. Turning information into savings• Engagement drives savings for real-timeinformation programs– Engagement requires relationship-buildingbetween customers and implementers• Customer targeting is critical to developingsuccessful messaging• Multiple forms of ongoing outreach areneeded to engage customers over time
  18. 18. Thank you!Jennifer Carman510-444-5050 x105jcarman@opiniondynamics.comThanks to:Anne DoughertyOlivia PattersonJeevika Chhatwal
  19. 19. Save the DatesAESP’s Fall ConferenceSeattle, WAAESP’s National ConferenceSan Diego, CAAESP’s Spring ConferenceBaltimore, MDSept. 30-Oct. 2, 2013For more information - www.aesp.orgJan. 27-30, 2014May 12-14, 2014