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2011 Marketing Executives’ Conference: Clean
Conscience
Erwin FurukawaSenior Vice President
Customer Service Business UnitSouthern California Edison
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Smart Grid Vision
Hydro
Renewables
Nuclear
Natural gas
Expanded, enhanced transmission Cleaner,
more efficient distribution
Energy-storage possibilities for communities, homes and intermittent resources
Plug-in electric vehicles
Edison SmartConnect™ meter
© Copyright 2008, Southern California Edison
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Evolving Technologies Change How We Serve Customers
How people use energy is changing
Where people get energy is changing
How people manage their usage is changing
The network is changing
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Evolving the Customer Relationship to Higher Levels of Engagement
Starting with this(Monthly bill arrives after-the-fact)
This is where we’re headed(Daily cost/usage updates throughout the month)
Establish a Two-Way Continuous Engagement with CustomersEstablish a Two-Way Continuous Engagement with Customers
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Trigger Marketing
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Create a series of targeted, holistic
and integrated marketing
communications that delivers the right message at the right time to the
right customers in a
COST EFFECTIVE MANNER
Trigger Marketing
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Handraiser Channels (Triggers)
Automated curriculum maintains inertia
Leverage momentum of handraisers to
send prescribed messages to capitalize on hot leads vs. for a
relevant campaign
Direct MarketingCell CenterWebsite Events
MyAccount Sign-Up
Account Activation Program Participation
Strategic Trade PartnershipsGeneral advertising
High Bill
Customers can actively or passively trigger an event that initiates a
communication curriculum
(not inclusive)
Conceptual Solution
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Trigger Marketing Tracks
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HEESHEES
High Bill Inquiry or Calculated % Increase
High Bill Inquiry or Calculated % Increase
Data and analytics drive the content of the curriculum
ARPARP
Save Power Day Alerts
Save Power Day Alerts
Budget AssistantBudget
Assistant
A/C Tune Up
A/C Tune Up
Energy Upgrade
CA Participatio
n
Energy Upgrade
CA Participatio
n
My AccountMy Account
Trigger Qualifiers Programs SCE Could Offer
• Not Taken HEES
• In COTO’d District
• Not enrolled in
any ESC program
• No Pool
• Have AC
• High Income Area
• Not Taken HEES
• In COTO’d District
• Not enrolled in
any ESC program
• No Pool
• Have AC
• High Income Area
CSICSI
Initiating An Engagement Track (example)
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Energy Leaders Partnership Program
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Local Government Partnerships: Energy Leader Model
Reward Level 1 Reward Level 2 Reward Level 3
Partner receives stepped levels of incremental supportAchieving 5% savings in Partner facilities and Community-wide triggers incentive
20%
10%
5%
Valued Partner
Silver Level
Gold Level
Platinum Level
Cu
mu
lati
ve k
Wh
savin
gs
from
2
00
3(P
erc
enta
ge o
f to
tal ci
ty-w
ide e
nerg
y
use
)
Agreement between SCE and individual local governments designed primarily to help cities and counties with a sustainability vision to address demand-side management opportunities in their facilities and communities.
Tiered incentive structure that offers increasing incentives based on performance to the Partner to fund new city/county EE, DR and Solar PV projects.
SCE has 29 Partnerships that assist over 100 cities, counties and state agencies (including Department of Corrections, UC/CSU System, Community Colleges, etc.) to help them and their constituencies save energy and money.
Basic EE Incentive
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Thank you!
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Appendix
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• Customers are exposed to programs they have not participated in yet
• HEES survey as part of call-to-action (if not yet completed)
• Responders to any communication would drop out of current track and be placed into appropriate follow-up track
e e e
Touch 1
+2- 4 weeksTouch 2
+3 weeksTouch 3
+3 weeks
e
Re-engagement
+12 weeks
•ARP•Refrigerator rebate•Energy Upgrade CA
Messaging and calls-to-action dependent on user triggers.
CustomizedMessaging
Trigger Engagement Curriculum
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Trigger Engagement Templates
Touch 1 Letter
Touch 2Direct Mailer
Touch 4Email
Touch 3Postcard
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Welcome Track
P: primary message S: secondary message
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P: primary message S: secondary message
SmartConnect Track
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Selection criteria—Spike in monthly bill amount (% change in kWh) to same month prior year+70% change in kWh - all accounts+35% change in kWh - account with 600+ kWh usage per month
High Bill Track
P: primary message S: secondary message