This presentation premiered at WaterSmart Innovations€¦ · High discretionary use customers who...
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This presentation premiered at WaterSmart Innovations watersmartinnovations.com
Transcript of This presentation premiered at WaterSmart Innovations€¦ · High discretionary use customers who...
This presentation premiered at WaterSmart Innovations
watersmartinnovations.com
Karen GuzDirector, Water ConservationSan Antonio Water System
Surprising SavingsSingle Family Super Users
Page 2
What Are Super Users?
• Defining Super Use• What is impact?• Why target them?• What do they care
about?• Results?
High discretionary use customers who drive summer peak
Top 1% Residential Customers
Page 3
Residential Water Use Variable
Rate Block Gallons of Use % of Bills
1 0 – 5,985 58%
2 5,986 – 12,717 29%
3 12,718 – 17,205 7%
4 17,206+ 6%
Most SAWS customers use modest amounts of water
Only 6% of bills hit the top tier, BUT customers in this category accounted for 24% of residential water sales in 2013.
Page 4
Outdoor Water Use Trends • Trend across the country
• Irrigation systems more standard
• Peak demand growing!
New homes using more water than older homes
Page 5
Residential Monthly Average TrendsVolatility = discretionary use changes
8,920
8,539
8,187
7,808
8,676
8,988
6,999
8,539
8,148
7,388
8,554
7,489 7,367
7,068
6,000
6,500
7,000
7,500
8,000
8,500
9,000
9,500
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
‘07 Wet Year
‘08 Dry: no restrictions
‘11 Dry restriction mid-year
Restrictions continue
‘10 Wet Year
Page 6
Peak Demand Variability AnalysisHighlights where peak user patterns by neighborhood
Dominion
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07
Group Top 1 Group Others All Top 1 All Others All SAWS
Page 7
Water Use Patterns By Neighborhood• What is outlier?• Know what is
“average?”• Are irrigation
systems new? old?
• Types of plants?• Some landscapes
already updated?• HOA rules?
Know your target group
Page 8
Concierge Style Conservation
• Build relationships with homeowner associations• Know property management companies• Offer services in cooperation with both
Message: Experts Are Here to Help
Page 9
Neighborhood Sweep Weeks
• Goal: Reach 10% of homes with consults
• Whole team of consultants in neighborhood for days
• Can double team large lots
• Shared expertise• Lots of walk-ups!
Direct Mail Promote Conservation Consult Service to Neighborhood
Top 1% User Neighborhoods
Page 10
Control the Controller First
• Engage customer in understanding where their water goes– Gallons/Min/Zone– How much of their bill
• Suggest reductions – Show savings result!– Signature before change
Do the math & go for schedule changes with customer
The average “super user” consult from a mailer saves 4,000 gallons/month from schedule adjustments alone!
Page 11
What Changes Save So Much?
• Stacked programs are common problem
• All zones set to save schedule
• Convince them to turn down lower priority areas
• Push going manual every time!
Rare to find a top user home without savings from settings
Key seems to be that customer fully understands the impact of irrigation schedule choices on total consumption per month.
Page 12
Super User But Conservation MindedCommercial sized irrigation with over 24 gallons/minute flow
Page 13
Custom Rebates: Let’s Make A Deal
• Combined irrigation rebate PLUS plant change• Contract equals cash check upon completion• Custom amounts based on irrigation GPM
Large residential sites have large challenges to overcome
Page 14
Promote Pretty & TrendyConservation cannot be a deprivation message
Page 15
WaterSaver Landscape TourHigh end gated neighborhood with gorgeous landscapes
Page 16
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Page 18
Conservation Bottom Line
• 16 Neighborhood Sweep Events• Twice the savings when signed up
through direct mail push • Half of consults from pushing
program to higher users• Increased consult program
savings by 25% per year• New Rebate Model: growing with
custom amounts!
Side BenefitInfluential
customers gush to city and
utility leadership about the
service
Adding up the savings house by house
Karen GuzDirector, Water ConservationSan Antonio Water System
Surprising SavingsSingle Family Super Users
