Listening and Engaging your Customers: Voices of ExperienceNational Town Hall MeetingJuly 11, 2013

The ChallengeConsumer awareness and sense of urgency is low

I don’t have time to pay attention

to this right now.

I keep hearing more scary news about

global warming. What does it all mean?

Will my bill go up?

I don’t really understand why

I need to change.

Will other people be able to see

my information?

What is the Smart Grid?

What is a kilowatt?

Are Smart Meters really safe?

Consumer engagement is critical to success

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• Smart grid enables transformation of the customer relationship

• Proactive consumer engagement is critical to smooth deployments and customer acceptance

• The more consumers know and understand, the more receptive

they are to grid modernization efforts

Our Panel of Experts

• Paige Layne, Duke EnergyCommunication Manager; Customer Billing, Payments & Products; Smart Grid; Energy Efficiency

• Risa Baron, San Diego Gas & ElectricExternal Affairs Outreach Manager

• Laney Brown, Iberdrola USADirector of Smart Grid Planning and Programs

• Barbara Leary, Florida Power & LightSenior Director, Smart Grid Customer Education

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Voices of Experience

Characteristics of a Successful Customer Engagement Program1. Established strong guiding principles that provide direction throughout

the program. 2. Viewed customers as partners. 3. Engaged employees from the start and continued throughout the

program. 4. Started customer engagement efforts prior to the technology

deployment. 5. Managed change within the organization proactively. 6. Met customers in their preferred forum – traditional

mail, in person, or online. The channel is just as important as the message.

7. Recognized the importance of listening and engaging with customers who had concerns about the technology.

www.smartgrid.gov/voices

View online atwww.smartgrid.gov/voices

Getting Started

Laney Brown, Iberdrola USA

Guiding Principles provide the strategic vision to ensure consistent internal and external messaging and deliverables

A strong Program Management structure and governance with executive sponsorship is critical to project success

Goals ensure consistent delivery to milestones

On Time

On Budget

Best in Class customer

Satisfaction

Communication Strategies

Alternative Visibility Framework: 'Communicate When It Counts'

• Large multi-year deployment over broad geographic area• High-level benefits messaging in broad communication channels• Specific messages targeted to stakeholders and customers• Primary focus post-activation

Partnership with Community Colleges: 'Energy Savings Essentials'

• Low tech, high touch• Free one-hour class offered by community colleges• How to use the smart meter energy dashboard to create an energy

savings plan• Special outreach to limited income customers, seniors

Barbara Leary, FPL

Communication Strategies

Monitoring and Escalation• Enhanced processes in billing and customer care• Daily national media monitoring• Weekly review of customer concerns with cross-functional team• Weekly calls with change network• All customer questions referred to specially trained advocates• Monthly review with VPs of customer service, communication,

external affairs, government affairs

Barbara Leary, FPL

Communication Structure

Decision Makers Customers Industry/Peers

Demonstrate Inform Promote

Envision Center face-to-face

Direct Mail Telephone / email Face-to-Face Envision Center

National Media Online publications Blogs Envision Center

Audi

ence

Goa

lTa

ctic

Paige Layne, Duke Energy

Customer Communication Touch Points

Customer Service and Support

Day 1 Day 5 Day 6-15 Day 26 Day 45+ Day 60+Day 36

Meter Reading and Billing certification occurs

Meter installation vendor

Day 18

Duke Energy Web Page

Vegetation Mgmt Door

HangerManage

VegetationPostcard

NotificationCanvas and Door

Hanger Outbound Calls Letter 1Disconnect

NoticeDisconnect

Door HangerCertification

LetterDaily Usage

Postcard

The “Mark & Don” Strategy

Old-Fashioned Customer Engagement• specific

• one-on-one• high touch / personal

• EFFECTIVE!

Over 1,300 customers engaged since 2010

New Customer Relationships

Paige Layne, Duke Energy

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Communicating Before and During Installation• 60-90 Days: Meet with elected officials and community leaders • 30-60 Days: Participate in community events • 30 Days: Mail customer notification letter • 3 Days: Outbound dialer notification began May 2010• Day of: Personal contact (installer and SDG&E as needed) and door

hanger• 7-Day after install: High/Low Bill check• Within 2 weeks after install: Personal follow-up by SDG&E with a

sample of customers to answer questions and offer information on programs and services

12Risa Baron, SDG&E

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Collaborating with Stakeholders• Local and national media• Community organizations and local leaders, and industry

collaboration• Technical Advisory Panel with regulators, state commissions

Green Partners Program• Program developed to expand the reach of community education by

partnering with environmental and community based organizations

• Smart Meter program provided resources to reach out to educate their community on smart meter technology, demand response, and energy-efficiency

13Risa Baron, SDG&E

Discussion Questions

Questions• Please describe how you use social media in your project• For your smart grid communications program, what did you do

differently? New Processes? Different mindset?• What are your top two lessons learned?• Your best piece of advice to utilities just embarking on their smart grid

project

The Duke Energy Key Room

View online atwww.smartgrid.gov/voices