Case Study: Ecova – Customer Engagement Mapping

 

Ecova recognizes that utilities strive for more than kWh savings; they endeavor to instill a sense of worth beyond basic delivery of electricity, engaging customers based on their interests, and encouraging participation in energy efficiency programs. From existing home retrofits to retail discounts and rebates, utilities offer complete portfolios of energy efficiency programs to reach their customers from all walks of life and geographic regions. However, communication is often conducted in a silo, disparate from other programs, so customers always feel they are “starting over” from one program to the next.

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DITCHING THE MICROSCOPE FOR
THE BIG PICTURE

Ecova’s customer engagement mapping begins with understanding how customers and the utility are currently interacting, as well as how to structure outreach messaging to effectively engage different customer segments at each connection point. These mapping and segmentation exercises are then used to develop a customer-targeting strategy, which enables the utility to deploy the right messaging to the right customer at the right time in order to encourage a particular action.

RELEVANT INFORMATION FOR VALUABLE INTERACTIONS

Since all messages are integrated, each customer interaction provides more information about their preferences, their home and their recent activities, which in turn refines the overarching marketing strategy. Over time, this approach has a multiplier effect; more information increases outreach messaging effectiveness, which increases customer participation and produces even more customer information. The result is a customer engagement strategy that lowers customer acquisition costs, increases energy savings per customer and enhances customer satisfaction.

  • Copywriting
  • Content strategy
  • Data analysis
  • Campaign management

 

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FINDING CLARITY BY GOING COHESIVE

The resulting roadmap serves as a guide for both the customer and the utility, encouraging the customer to make deeper improvements and helping the utility deploy the most efficient mechanism for supporting that customer. Ultimately, Ecova can provide utilities guidance for improvement, including using data optimization to refine messages, providing relevant and cohesive information in a timely manner, and creating a more comprehensive marketing approach. As utilities implement these suggestions, they can see consistent increases in cross-program participation, reduced energy consumption and a larger customer base from referrals.