Reaching English-Second-Language Customers
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Transcript of Reaching English-Second-Language Customers
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Market Research
Planning & Development
MRPD
Reaching English-Second-Language Customers
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Market Research
Planning & Development
MRPD
Research FindingsResearch FindingsHigher levels of satisfaction for:
◦Availability of alternative forms of transportation
◦Efforts to improve air quality◦Tree trimming efforts◦Water conservation
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Market Research
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Research FindingsResearch FindingsHigher ratings for:
◦Lower cost of energy◦Use of CFLs◦Willing to spend more to be green◦Appeal of high speed
communication◦Availability to monitor electricity by
appliance◦Interest in appliances
communicating with grid
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Market Research
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MRPD
Research FindingsResearch FindingsHigher levels of participation:
◦Car pool◦TV as credible source of
information◦Low cost energy efficiency
programs Light bulbs Programmable thermostat Low flush toilets
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Research FindingsResearch FindingsLower scores for:
◦Adaptation to technology◦Participation in rebate/loan
programsLess access to Internet
◦Web analytics – zero visits to http://austinenergy.com/En%20Espanol/indice.htm in December
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Market Research
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Research FindingsResearch FindingsLower participation in:
◦Adjust thermostat◦Change AC filter◦Home improvements◦Replacing old appliances◦Running full dishwasher◦Use of recycled paper products
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Market Research
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Research FindingsResearch FindingsChanges needed:
◦More information in language other than English
◦Information in customer-speak, not utility-speak
◦Understanding that comfort and convenience might be culturally different
◦Access different community groups
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Learning CurvesLearning CurvesUtility speak regardless the language
◦Acronyms◦Comfort and convenience versus energy
consumptionInteractive Voice Response in EnglishSpanish-only literature and
marketing materialsSpeaking and reading not always the
same
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Market Research
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Communication KeysCommunication KeysConsistency in translationTranslate materials as needed
or requested◦Save Energy and Save Money
example◦Ahorre Energia y Ahorre Dinero
example◦Programas de ayuda con servicios
publicos example
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Market Research
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Communication KeysCommunication KeysGeneral market materials
balanced between English and Spanish◦Free Home Energy Improvements
door hanger example◦Easy Ways to Save Energy example◦Austin Energy Weatherization
Program example
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Market Research
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Communication KeysCommunication KeysMaintain program name without
translationIncorporate graphics and
pictures
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Market Research
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Communication KeysCommunication KeysUtilize community support
◦Education and word of mouth are vital
◦Community leaders and organizations critical to communication success
Engage children◦Important regardless of the language◦Current communicators and future
customers
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Market Research
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MRPD
SummarySummaryEnglish as a second language
presents an additional challenge to the acronym-laden, industry-specific language used by utilities.
Speaking a language other than English may not equate to reading that same language.
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Market Research
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MRPD
SummarySummaryCommunication channels need
to be expanded to capture a more diverse audience.
Consistency of message, along with visual depictions, can help the conveying of the message.
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