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1 Utility Trusted Brand & Customer Engagement Enhancing Utility-Customer Relationships by Driving Brand Trust, Product Engagement and Operational Excellence The Utility Trusted Brand & Customer Engagement study is a new industry-leading body of research that enables electric and gas utilities to benchmark performance, target improvements on how their brand is perceived, and strengthen utility-customer relationships. Its unique customer engagement index model helps utilities understand how they are positioned compared with the overall industry and where to focus improvement efforts to enhance their image and earn their residential customers favorability and trust. Who Is Evaluated? Electric natural gas Combination utilities Areas of Inquiry Trusted Brand Factors Local economic development impact Customer advocacy Environmental focus quality of service Product Engagement Factors Awareness and usage of voluntary programs and offerings Encouragement of online services and smart technology Demand for energy consumption management services Impact of voluntary products on energy costs, environment and other utility consumer needs Operational Excellence Factors safety and reliability of service Billing and payment processes Energy cost assessment Customer interaction performance Customer Impressions of Utility Evaluation of customer loyalty and favorability (with utility and other local service providers) Utility brand imagery association Customer s personal brand diagnoses Utility-Customer Engagement and Operational Diagnostics Evaluation of utility-sponsored messaging Evaluation of media coverage of utility Use of and demand for billing and payment services, service support offerings and consumption management offerings Customer energy-type literacy Value The report will enable subscribers to: Target specific improvements in brand trust, product engagement and operational excellence to enhance customer relationships Benchmark and rank brand trust, satisfaction and engagement ratings to other utility peers Identify their market and operational strengths and weaknesses Connect management actions to customer perceptions Methodology A web-based survey among residential electric and natural gas utility customers of the 125 largest US utility companies (based on residential customer counts). Sample design uses US census data and strict quotas to ensure a representative sample of each evaluated utility s customers based on age, income and race. Two waves of research will be conducted in Subscribers will have 250 customer respondents per wave (500/year), and non-subscribers will be evaluated by 100 customer respondents per wave (200/year). Brand Trust Company reputation Customer focus Communications effectiveness Quality & reliability Community support Environmental performance Engaged Customer Relationship Product Experience Rankings and Recognition Net Promoter Score Top performers for trusted brand and customer relationship strength Ability to promote rankings Publication Schedule Wave 1: Survey fielded: Mar-Apr 2014 Publication: Jun 2014 Wave 2: Survey Fielded: Sep-Oct 2014 Publication: Dec 2014 Research Investment: $45,000 Deliverables: Printed reports and executive summary report card for each wave Access to online portal tool with every score and question for each utility Attendance to webcast of overall industry results on-site strategy session and presentation designed to deliver actionable results and facilitate strategic planning Operational Satisfaction Safety & reliability Billing & payment processes Customer and field service Product Experience Design & education Benefits awareness Usage performance For more information, cogent-reports@marketstrategies.com or call Visit us: cogent-reports.com Read our blog: freshmr.com
2 Table of Contents Research Design and Methodology Strategic Summary Customer Engagement Model Customer Engagement Performance > National Overview > East Region > West Region > South Region > Midwest Region Utility Market Trends > Electric > Natural Gas > Combination Appendix Utility Trusted Brand & Customer Engagement 2
3 List of Exhibits Section 1: Customer Engagement Model Core Component Importance on Engaged Customer Relationship Strategic Factor Importance on Core Components Tactical Attributes Importance on Operational Satisfaction Tactical Attributes Importance on Produce Experience Tactical Attributes Importance on Brand Trust Section 4: Customer Engagement Performance: West Region (continued) Combo: Core Component Performance Combo: Operational Satisfaction Factor Performance Combo: Brand Trust Strategic Factor Performance Section 2: Customer Engagement Performance: National Overview Electric: Engaged Customer Relationship Natural Gas: Engaged Customer Relationship Combo: Engaged Customer Relationship Section 3: Customer Engagement Performance: East Region Electric: Engaged Customer Relationship Electric: Core Component Performance Electric: Operational Satisfaction Factor Performance Electric: Brand Trust Strategic Factor Performance Natural Gas: Engaged Customer Relationship Natural Gas: Core Component Performance Performance Combo: Engaged Customer Relationship Combo: Core Component Performance Combo: Operational Satisfaction Factor Performance Combo: Brand Trust Strategic Factor Performance Section 4: Customer Engagement Performance: West Region Electric: Engaged Customer Relationship Electric: Core Component Performance Electric: Operational Satisfaction Factor Performance Electric: Brand Trust Strategic Factor Performance Natural Gas: Engaged Customer Relationship Natural Gas: Core Component Performance Performance Combo: Engaged Customer Relationship Section 5: Customer Engagement Performance: South Region Electric: Engaged Customer Relationship Electric: Core Component Performance Electric: Operational Satisfaction Factor Performance Electric: Brand Trust Strategic Factor Performance Natural Gas: Engaged Customer Relationship Natural Gas: Core Component Performance Performance Combo: Engaged Customer Relationship Combo: Core Component Performance Combo: Operational Satisfaction Factor Performance Combo: Brand Trust Strategic Factor Performance Section 6: Customer Engagement Performance: Midwest Region Electric: Engaged Customer Relationship Electric: Core Component Performance Electric: Operational Satisfaction Factor Performance Electric: Brand Trust Strategic Factor Performance Natural Gas: Engaged Customer Relationship Natural Gas: Core Component Performance Performance Combo: Engaged Customer Relationship Combo: Core Component Performance Combo: Operational Satisfaction Factor Performance Combo: Brand Trust Strategic Factor Performance Utility Trusted Brand & Customer Engagement 3
4 List of Exhibits (continued) Section 7: Utility Market Trends: Electric Section 8: Utility Market Trends: Natural Gas Section 9: Utility Market Trends: Combination Section 10: Appendix: East Region Natural Gas: Operational Satisfaction Score Combo: Brand Trust Score Section 11: Appendix: West Region (continued) Combo: Brand Trust Score Section 12: Appendix: South Region Natural Gas: Operational Satisfaction Score Combo: Brand Trust Score Section 13: Appendix: Midwest Region Natural Gas: Operational Satisfaction Score Combo: Brand Trust Score Section 11: Appendix: West Region Natural Gas: Operational Satisfaction Score Utility Trusted Brand & Customer Engagement 4
5 Methodology SURVEY DESIGN, SAMPLE, DATA COLLECTION AND REPORTING Mode Web survey conducted in April and May 2014 Survey length Population Sample size Sampling error Screening and weighting Data tables Approximately 20 minutes Residential customers of the 125 largest US-based electric, natural gas and combination utility providers (based on residential customer counts) 18,936 utility customers ±0.71 percentage points The sample design uses US Census data, strict quotas, and minimal statistical weighting post-fielding to ensure a demographically balanced, statistically representative sample of each evaluated utility s customers based on age, gender, income, race and ethnicity. Utilities within the same region and of the same utility type (e.g., electric-only providers) are given equal weight in order to balance the influence of each utility s customers on survey results. Please note that some tables and charts do not add to 100% due to rounding. Utility Trusted Brand & Customer Engagement 5
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