Get the Most from Your Trade Allies Applying Proven CX Methodologies to Trade Ally Management E Source and Platte River Power Authority Web Conference www.esource.com August 26, 2015
Customer Experience (CX) for DSM and Trade Allies Trade allies Customer DSM programs Critical intersection: Real-time feedback Visibility and insights Added value Point of sale Customer satisfaction Lower costs www.esource.com 2015 E Source 2
DSM Program Allies Design & specify Architects Designers Engineers Supply chain Retailers Distributors Wholesalers Manufacturers Installation & service contractors HVAC Plumbing Electrical Lighting Building shell Energy auditors Building Performance Institute certified Certified Energy Auditor RESNET-accredited General contractors Home builders Commercial builders Remodel and retrofit www.esource.com 2015 E Source 3
Why Focus on Trade Allies and CX? Perception Reality Trade allies / customer experience Time www.esource.com 2015 E Source 4
Why Focus on Trade Allies and CX? Perception Reality Trade allies / customer experience Consistent gap Time www.esource.com 2015 E Source 5
Why Focus on Trade Allies and CX? Perception Reality Trade allies / customer experience Time www.esource.com 2015 E Source 6
Benefits of Applying CX Principles to Trade Allies Enhance experience Increase program enrollment Increase brand loyalty Improve operational efficiencies Drive deeper engagement Provide continuous feedback www.esource.com 2015 E Source 7
Trade Ally Value Proposition Equipment incentives Training Marketing and sales Credibility support www.esource.com 2015 E Source 8
Narrowing the Gap I want to improve the lights in my office building and save money, but I don t have time to jump through a bunch of hoops. I need project leads for doing lighting retrofits, but I have a small shop and can t waste time attending trade ally trainings through the DSM program. Feedback Customers Trade allies www.esource.com 2015 E Source 9
Applying CX Principles to Trade Allies Understand their perspective Incorporate feedback Strengthen the value proposition Deepen engagement Improved quality of work Increased customer satisfaction Easier trade ally recruitment Increased energy savings www.esource.com 2015 E Source 10
The Energy We Live By The Energy We Live By Get the Most from Your Trade Allies Adam Perry, Senior Customer Service Specialist Platte River Power Authority
The Energy We Live By Estes Park Longmont Fort Collins Loveland 12
The Energy We Live By Efficiency Works for Business Free technical support Energy and water assessments and commissioning Rebates & grants Contractor and customer monthly trainings Efficiency Works for Homes Efficiency audits & rebates Energy efficient lighting in Retailers Northern Colorado ENERGY STAR Homes
The Energy We Live By Energy Efficiency History and Growth 3,000 Annual No. of Projects and Audits 2,500 2,000 1,500 1,000 500 0 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 (proj) Business Projects Business Audits Residential Audits * Prior to August 2014, residential audits were provided independently by Fort Collins, Longmont, and Loveland
The Energy We Live By Happy contractors Happy customers
The Energy We Live By Customers want An easy process To know and trust To save money To be comfortable To save energy & the environment A good project experience
The Energy We Live By Contractors want An easy process To make money Leads and sales tools A good project experience Engaged customers To be seen as credible
The Energy We Live By Energy Efficiency Programs Easy administration Cost-effective Save energy Higher standards & ethics Good experience for contractors and customers Positive recognition
The Energy We Live By Utilities provide An easy process A way to make money Leads and sales tools A good project experience Engaged customers Credibility Higher standards & ethics
The Energy We Live By Utilities provide An easy process Knowledge and trust A way to save money Comfort A way to save energy & the environment A good project experience
The Energy We Live By Tale of two programs 100% 80% 60% 40% 20% Contractor referrals Business Easy to participate Easy to administer Provides leads and rebates Contractor & Utility 0% Business Home Standards / specs Utility recognition Control of message
The Energy We Live By Tale of two programs 100% 80% 60% 40% 20% Contractor referrals Homes Easy to participate Easy to administer Provides leads and rebates Contractor & Utility 0% Business Home Standards / specs Utility recognition Control of message
The Energy We Live By Tale of two programs 100% 80% 60% 40% 20% Contractor referrals Utilities Easy to participate Easy to administer Provides leads and rebates Contractor & Utility 0% Business Home Standards / specs Utility recognition Control of message
The Energy We Live By Feedback to help accomplish this It s easy to participate in Accessible to talk to about One-on-one confidential conversations versus trade ally advisory boards Partnerships All about relationships! Utilities Easy to participate Easy to administer Provides leads and rebates Standards / specs Utility recognition Control of message Contractor & Utility
The Energy We Live By Strategies to accomplish this Provide online tools for rebate calculations Provide good customer service and partnerships and be accessible Quick rebate payments to contractors within 30 days Stay out of sales process and their customer relationship as much as possible Value Proposition Easy to participate Easy to administer Provides leads and rebates Standards / specs Utility recognition Control of message Contractor & Utility
The Energy We Live By Strategies to accomplish this Provide online tools for rebate calculations Provide good customer service and partnerships Quick rebate payments to contractors within 30 days Stay out of sales process and their customer relationship as much as possible Value Proposition Easy to participate Easy to administer Provides leads and rebates Standards / specs Utility recognition Control of message Contractor & Utility
The Energy We Live By Strategies to accomplish this Provide a searchable list for customers to see ratings and # of projects from participating contractors Improves customer experience Rebates help make the sale and add credibility Value Proposition Easy to participate Easy to administer Provides leads and rebates Standards / Specs Utility recognition Control of message Contractor & Utility
The Energy We Live By Strategies to accomplish this Standards should rely on code requirements for safety and installations with agreements Specifications should drive rebate requirements and quality of projects Trust but verify Trainings help Make it easy to understand and not far outside their regular skill set Value Proposition Easy to participate Easy to administer Provides leads and rebates Standards / specs Utility recognition Control of message Contractor & Utility
The Energy We Live By Strategies to accomplish this More difficult in a contractor-driven program Provide flyers and materials for contractors to use Customer can receive an efficiency assessment/ audit/advisor Customer receives a window cling and letter Value Proposition Easy to participate Easy to administer Provides leads and rebates Standards / specs Utility recognition Control of message Contractor & Utility
The Energy We Live By Energy Efficiency Programs Easy to participate in and administer Pay rebates based on specifications related to higher EE Provide rebate tools for sales without needing preapproval first Rely on agreements between utility and contractor for enforcing standards & ethics Add credibility of contractors but use customer ratings All about relationships!
The Energy We Live By I recommend Efficiency Works to any company looking to minimize operating and maintenance costs. Spiro Palmer, Palmer Flowers & Palmer Property Management Repeat participant 2009, 2012, 2013, 2014, 2015 Multiple project and sites: Retrofitted interior and exterior lighting, walk-in coolers, building automation systems, with new gaskets and door closures Project costs: $85,600 Incentives: $55,800 Annual savings: $24,000 340,000 kwh Payback: 1.2 yrs
The Energy We Live By Happy contractors Happy customers
A journey map is one of the most powerful tools a utility can use to understand how its customers and trade allies experience the organization. www.esource.com 2015 E Source 33
Let s Take a Journey www.esource.com 2015 E Source 34
Journey Mapping s Impact on Trade Ally Networks External perspective of program processes Effectively prioritize negative touchpoints Improve customer and trade ally experience Identify & promote key positive touchpoints Streamline internal operations www.esource.com 2015 E Source 35
Map Your Customers and Trades Journeys www.esource.com 2015 E Source 36
Identify Critical Touchpoints www.esource.com 2015 E Source 37
Identify Critical Touchpoints www.esource.com 2015 E Source 38
Case Study: Nicor Gas Map contractor journey Residential rebate Incorporate feedback New marketing collateral Revisit application process Validate map Focus groups www.esource.com 2015 E Source 39
Case Study: Nicor Gas Map contractor journey Residential rebate Incorporate feedback New marketing collateral Revisit application process Validate map Focus groups www.esource.com 2015 E Source 40
Case Study: Nicor Gas Map contractor journey Residential rebate Incorporate feedback New marketing collateral Revisit application process Validate map Focus groups www.esource.com 2015 E Source 41
Case Study: Nicor Gas Map contractor journey Residential rebate Incorporate feedback New marketing collateral Rebate application journey Validate map Focus groups www.esource.com 2015 E Source 42
Case Study: Nicor Gas Setting up for success Existing relationship Demonstrated action No arbitrary deadlines Continuous listening www.esource.com 2015 E Source 43
Voice of the Customer The implied and expressed needs, desires, hopes, and preferences of a utility s customers that are used by the utility to design and deliver the optimal customer experience efficiently and effectively. www.esource.com 2015 E Source 44
Gather and Manage Trade Ally Feedback www.esource.com 2015 E Source 45
Example Commercial Program Monitoring-based commissioning Few participants Generous incentives Approved trade allies I didn t know the network existed, nor do I have time to apply What s in it for me? Need to pinpoint why there s no uptick www.esource.com 2015 E Source 46
Example Commercial Program I couldn t find the program information on your website. There s a link to approved trade allies, but there aren t any monitoring-based commissioning listings. I called the utility when I couldn t find a contractor and the service I didn t rep know couldn t the tell network me anything. existed, nor do I have time to apply No one returned my email for more What s in it for me? information. www.esource.com 2015 E Source 47
Transform the Market by Applying CX Principles to Trade Allies Understand their perspective Incorporate feedback Strengthen the value proposition Deepen engagement Improved quality of work Increased customer satisfaction Easier trade ally recruitment Increased energy savings www.esource.com 2015 E Source 48
Benefits of Applying CX Principles to Trade Allies Enhance experience Increase program enrollment Increase brand loyalty Improve operational efficiencies Drive deeper engagement Provide continuous feedback www.esource.com 2015 E Source 49
Enhanced Experience, Increased Participation, Improved CSAT Number of programs participated in 0 39% 1 42% 2 45% 3 48% 50% 52% Percentage rating electric provider s overall performance as very good 4 5 6 64% Residential Energy-Use Study 2012 E Source Companies LLC www.esource.com 2015 E Source 50
Thank You! Questions? Adam Maxwell Director, Strategy & New Product Development 303-345-9143 adam_maxwell@esource.com Dan Dent VP, DSM Consulting 303-345-9158 dan_dent@esource.com Melanie Wemple Manager, DSM Consulting 303-345-9149 melanie_wemple@esource.com Adam Perry Senior Customer Service Specialist, PRPA 970-229-5356 perrya@prpa.org www.esource.com 2015 E Source 51