Utilities vs. J.D. Power Scores
An advertising agency that monitors the annual release of utility J.D. Power scores? It may sound odd (though we say, ‘terrific’), but this helps us to push our energy clients forward by the same standards in which they’re judged (err… measured).
On Wednesday, the infamous J.D. Power scores and key findings were released to the public. Local media is lighting up communities with conversation around how their utility is measuring up. And in many situations, the result is creating further dissatisfaction.
So what do we take away from this? How can you cut through the overwhelming amount of meetings and conversations you may or may not be having, and get to real actionable (and affordable) ways to start increasing that score for 2016?
Looking back at the scoring matrix (which most of you probably have memorized), we know the factors are not weighted equally. And some might say, “Well, I can only impact 4 and 5, or 2 and 6.”
But there’s one factor that actually permeates the entire matrix. While it’s only weighted at 13%, successful, proactive communications can elevate scores across the full matrix.
1. Power Quality and Reliability
2. Billing and Payment
4. Corporate Citizenship
6. Customer Service
J.D. Power brings up the importance of “proactive communications” several times throughout the report. And this is the ticket. This is what customers want.
A lot of the time in this industry, people hear “proactive communications” and assume you’re talking about storm outage control. But in this case, we’re referencing proactive communications being the epicenter of your entire marketing plan - across every program, campaign and touch point.
We cannot expect customers to come to you – in fact, our national market research* shows that only 1% of participants state they would go to their utility for a home-related issue. So, we can’t expect customers to come you, because quite frankly, they aren’t going to.
We need to find customers when and where they need help and advising. We need our communications and marketing efforts to be set up in a way that respond with relevant, sequential messaging that directs customers to where they need to go. An integrated approach that pushes customers to 1.) know your broader service offerings 2.) gets them to participate and 3.) gains their trust in you as an energy advisor.
KSV’s approach to proactive utility marketing and communications is rooted in creating messaging that is relevant and personalized to customers - delivered in the right context, with the right content and through the right and preferred channel. (Feeling like this is impossible? Talk to us. We’ll walk you through it.)
By doing this, we make sure you get noticed. In J.D. Power language, we work to make sure you at least get “recalled.” (It’s reported that customers who at least recall communications about any of the six factors score significantly higher on satisfaction.)
In the most general of terms, it’s about telling a bold story. And telling it to the right audience. Understanding who is most likely to participate, understanding who actually has the need to participate, and also understanding who is most likely to take the J.D. Power survey. Reaching these customers with relevant and proactive messaging is the action to be sought.
There’s so much to talk about here. We’ll be covering this topic in a three-part series, and will include insights and findings from recent market research on the American homeowner and their relationship with energy efficiency. (Some of which has been featured on Utility Dive, Energy Efficiency Markets, Fortnightly and Energy Central.)
We hope you tune in.
Lauren Bell / Engagement Manager / email@example.com / 802.862.8261
Tuesday, August 4th - KSV and Apogee Interactive present:
Research Reveals the Reality of Energy Efficiency Perceptions – What can you do about it?
*KSV National Consumer Research on Homeowners and Energy Efficiency, 2015.