Our research reveals that 48% of Americans think their homes are already energy efficient. 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 they expected in their energy bills. However, we’ve learned that those who have completed five or more improvements report their bills did go down. Additionally, there are four distinct consumer segments with different motivators and triggers. Yet most utility marketing efforts do not address these issues—they talk to all customers as if the same things motivate them and everyone needs the same improvements. We believe that by speaking to customers according to their unique drivers and then recommending individualized, prescriptive actions based on their situations, we can engage Americans to do enough to really see a reduction in energy consumption. That is why our company, created a new program that addresses these issues and leverages consumer segmentation to drive participation in multiple utility programs. It’s a webbased platform that uses principles of behavioral science, speaks to customers in a segmented way according to their drivers, and recommends individualized, prescriptive actions based upon their home improvement history and most likely/highest-impact next steps. It allows us to identify the person we’re talking with, connect to their values, recommend the right list of five improvements, and keep them motivated with financial, social, and behavioral nudges along the way.
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