How we approach utility engagement and how we engage utility consumers in regulated and de-regulated Utility markets

1. SMI London – 17/4/2015 #utilitiescocialmedia
Vassilis Nikolopoulos, PhDVassilis Nikolopoulos, PhD
CEO & co-founderCEO & co-founder
Consumer Engagement:Consumer Engagement: the holy grailthe holy grail
Intelen, IncIntelen, Inc

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Utility of the future:Utility of the future: build Digital Communitiesbuild Digital Communities

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ReducedReduced
churn (loyalty)churn (loyalty)
??
EngagementEngagement
for Utilitiesfor Utilities
customerscustomers
ContractContract
renewals ?renewals ?
Optimal supportOptimal support
and complaintsand complaints
service ?service ?
Better priceBetter price
adaptationadaptation
strategy ?strategy ?
New SalesNew Sales
and newand new
productproduct
/revenues/revenues
adoption ?adoption ?
What is Engagement for Utilities ?What is Engagement for Utilities ?
Marketing &Marketing &
CSR ?CSR ?
Low Cost toLow Cost to
Acquire ?Acquire ?

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What is actually engagement, is thereWhat is actually engagement, is there
any standard procedure and how do Iany standard procedure and how do I
measure it?measure it?
Yes !Yes !
Intelen’s Engagement Framework - IEFIntelen’s Engagement Framework - IEF

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Do you have a portal ?Do you have a portal ?

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How to approach the
Customer

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December 2014 January 2015 February 2015
Behavioral DR
Program launched
Invite to join platform
sent to 5000 customers
High: 90%
Profile completion
Medium: 65%
Profile
completion
Low: 35%
Profile
completion
High Customers
•Demographics: upper
middle class, family of 3
•House/Building: 2 story
large house
•Rooms: 4 bedrooms, 2
baths, family room, living
room, garage
•Central heating, central air
conditioning
•3 televisions, all major
appliances (state-of-the-art)
•Profile: 90% complete
Middle Customers
•Demographics: middle class,
family of 4
•House/Building: Townhouse
with garage
•Rooms: 2 bedrooms, 2 bath
•Central heating, window-
based individual room air
conditioning (3 in total)
•2 televisions, slightly older
washing machine, dryer and
microwave oven; new fridge
and dishwasher
•Profile: 65% complete
Low Customers
•Demographics: lower middle
class, family of 5
•House/Building: 2 bedroom
apartment
•Rooms: 2 bedrooms, 1 bath
•Central heating, window-
based individual room air
conditioning (2 in total)
•1 television, all appliances at
least 5 years old, if not more
•Profile: 35% complete

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Let’s see how it
works…

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Utility of the future:Utility of the future: build Digital Communitiesbuild Digital Communities
Smart meters
Social motivation
Game mechanics
Social actions/challengesMobile app

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 Who to market
 How to communicate
 What product to promote
 When to drop

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 Collect individual customer
behavior daily (opens, clicks,
usage, time on DiG, features
used / not used)
 Identify value of engagement
attributes
 Model future communication
based on successes / failures
 What is the optimal timing,
frequency, message,
channel, or offer based on
level of engagement?
 What responses are critical
to success? What are nice
to haves?
 Response or no response –
Intelligence is collected, user is
remodeled and will be
communicated to again at the
optimal touchpoint
Push Communication
Open &
Click
Analyze
Learn &
Calibrate
App
Usage
Data Capture
Touch-point
Engagement
Analytics !!!

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 Develop triggers based on changes in expected bill (i.e. trending
high/low mid-month, etc.)
 Develop triggers based on personalized disaggregation
recommendations to more efficient energy consumption (i.e. new
appliances to invest in, tips to decrease specific appliance cost,
etc.)
 Develop triggers based on engagement with DiG and other
marketing communications (i.e. need to complete survey, close to
earning reward, re-engagement for lapsed customers, etc.)
Marketing Strategy
 Predict customer response to specific campaigns
 Predict appropriate cross-sell/up-sell content
 Predict when customers pass through critical milestones that can
impact energy consumption (i.e. employment, marriage, children,
likely to move, etc.)
 Develop more robust segmentation that incorporates potential
motivational drivers (i.e. environmental vs. economic) to
customize content
Marketing Analytics
 Integrate with ESP (email service provider) to trigger emails based
upon lifecycle and engagement behaviors
 Integrate with web analytics platform to personalize user
experience based on segment and profile information
Marketing Technology
Data Driven Marketing & ROI

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http://www.intelen.com
Intelen, Inc.
805 3rd
Avenue
Suite # 902
NY 10022
New York, USA
info@intelen.com
Thank you !Thank you !
Vassilis Nikolopoulos, PhD
v.nikolopoulos@intelen.com
@vnikolop
Find me on LinkedIn/FB