Our research reveals that 48% of Americans think their homes are already energyefficient. Yet 63% say they have higher energy bills than in the past. To compound the problem,over 40% of those who’ve made improvements say they haven’t seen the reductions theyexpected in their energy bills. However, we’ve learned that those who have completed five ormore improvements report their bills did go down. Additionally, there are four distinct consumersegments with different motivators and triggers. Yet most utility marketing efforts do not addressthese issues—they talk to all customers as if the same things motivate them and everyone needsthe same improvements.We believe that by speaking to customers according to their unique drivers and thenrecommending individualized, prescriptive actions based on their situations, we can engageAmericans to do enough to really see a reduction in energy consumption.That is why our company, created a new program that addresses these issues andleverages consumer segmentation to drive participation in multiple utility programs. It’s a webbasedplatform that uses principles of behavioral science, speaks to customers in a segmentedway according to their drivers, and recommends individualized, prescriptive actions based upontheir home improvement history and most likely/highest-impact next steps. It allows us toidentify the person we’re talking with, connect to their values, recommend the right list of fiveimprovements, and keep them motivated with financial, social, and behavioral nudges along theway.
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