Making Online Energy-Use Feedback Relevant to Customers
Published: October 20, 2010
Sarah Weldon
The success of online displays of energy-use feedback will depend on utilities (or other players like Google and Microsoft) providing consumers with solutions that offer relevant information. Our biennial web benchmark study (the “E Source Review of North American Electric and Gas Company Web Sites”), revealed that the typical residential utility customer likes energy-use information that is actionable, personalized, easy to understand, and interactive. Information that was too general to be insightful or actionable was not well received. Positive commentary from our web benchmark study primarily focused on four types of energy-use feedback:
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Comparisons of energy use. The ability to compare energy use in a variety of ways helps customers better understand their usage (and therefore their bills). A typical residential customer likes to be able to compare his or her energy usage over time, against daily temperature, to that of similar homes or neighbors, by appliance, and by electric versus gas consumption.
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Graphic displays of information. Displaying information graphically through charts, graphs, and pictures can positively affect a customer’s online experience, but only if the data being presented are useful and believable. If the information is not based on a customer’s actual usage or is not specific enough, it won’t be as actionable.
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Home energy audits with personalized analysis or reports. The typical residential customers conducting our web benchmark reviews found detailed information about their home’s energy use to be impressive, fun, and useful—especially when paired with energy-saving tips. Even when reviewers had to go through a lengthy home energy audit process, they found the resulting analysis and tips to be worth the effort.
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Personalized energy-saving tips and recommendations. Residential consumers like to save, whether it’s energy or money. Sites that provide customer-specific energy-saving tips were highly regarded, as long as the tips were specific and based on actual home energy consumption.
Keep in mind that you don’t want all of these features hitting the customer at once. Display the most relevant information up-front, such as comparisons of energy use and graphic displays of information, and allow customers to easily find additional details and features. The foundational elements of good energy-use web site content are features that help customers understand their energy use and the actions they can take to save on their energy bills. To provide an online energy-use feedback solution that is relevant to customers, a utility should start with the four types of feedback mentioned above and then add more-sophisticated tools to its web site—such as real-time energy tracking and home appliance controls—as technology allows and customer expectations evolve. Remember that customers must find the energy-use web content you are providing to be relevant or they may not return.
E Source has many resources for utilities that are looking to provide energy-use feedback information to their customers, including choosing the right feedback display and developing your program. Contact us for more information. |
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About the Author
Sarah Weldon
RESEARCH ASSOCIATE, E SOURCE
Sarah Weldon, a research associate at E Source, primarily focuses on issues related to utility customer care, business account management, the customer-facing side of intelligent grid, and e-business. Sarah researches and responds to Member Inquiries and does research and writing for reports on hot-topic issues in these areas. She has an extensive background in customer service and management and has also worked as a high-definition editor and videographer. Follow Sarah on Twitter at @ESourceSarah. |
