Dive Summary:
- The Association for Demand & Smart Grid (ADS) has published a case study of PG&E's SmartRate program, which examines the utility's efforts to implement a critical peak pricing program and drive customer engagement around it.
- Dan Delurey, executive director of ADS, noted, "This case study highlights a trend where more and more utilities are offering demand response and time-based pricing programs to their customers. As these programs become increasingly available, they become another tool that adds to traditional energy efficiency offerings to customers. Offering both kinds of programs in a unified way is a key consideration for utilities."
The ADS press release cited four major lessons learned from PG&E's program:
- Start with Segmentation. Success is dependent on customer participation, so make the most of the resources used to acquire and keep customers. Conduct thorough segmentation analysis before the program begins and choose a realistic customer target.
- Focus on Customer Satisfaction. Design both a communication strategy and the rate program itself with a single objective: to create a clear, convenient, relevant customer experience. Even the way customers who don't succeed on the program are treated has an impact on market transformation.
- Create Cross-Functional Delivery Teams. Do not release a product until it is clear every functional team can deliver what customers say they want and need. Then create a program team that is responsive to customers all up and down the delivery chain. Every team member, from the IT team to CSRs, should have the potential to positively impact the customer experience.
- Put Smart Meter Data to Proper Use. The ability to combine the personalized insight of interval data with management tools can create more value for consumers - but only if driven by an intention to better serve customers.