Market Research

Planning & Development

MRPD

Reaching English-Second-Language Customers

Market Research

Planning & Development

MRPD

Research FindingsResearch FindingsHigher levels of satisfaction for:

◦Availability of alternative forms of transportation

◦Efforts to improve air quality◦Tree trimming efforts◦Water conservation

2

Market Research

Planning & Development

MRPD

Research FindingsResearch FindingsHigher ratings for:

◦Lower cost of energy◦Use of CFLs◦Willing to spend more to be green◦Appeal of high speed

communication◦Availability to monitor electricity by

appliance◦Interest in appliances

communicating with grid

3

Market Research

Planning & Development

MRPD

Research FindingsResearch FindingsHigher levels of participation:

◦Car pool◦TV as credible source of

information◦Low cost energy efficiency

programs Light bulbs Programmable thermostat Low flush toilets

4

Market Research

Planning & Development

MRPD

Research FindingsResearch FindingsLower scores for:

◦Adaptation to technology◦Participation in rebate/loan

programsLess access to Internet

◦Web analytics – zero visits to http://austinenergy.com/En%20Espanol/indice.htm in December

5

Market Research

Planning & Development

MRPD

Research FindingsResearch FindingsLower participation in:

◦Adjust thermostat◦Change AC filter◦Home improvements◦Replacing old appliances◦Running full dishwasher◦Use of recycled paper products

6

Market Research

Planning & Development

MRPD

Research FindingsResearch FindingsChanges needed:

◦More information in language other than English

◦Information in customer-speak, not utility-speak

◦Understanding that comfort and convenience might be culturally different

◦Access different community groups

7

Market Research

Planning & Development

MRPD

Learning CurvesLearning CurvesUtility speak regardless the language

◦Acronyms◦Comfort and convenience versus energy

consumptionInteractive Voice Response in EnglishSpanish-only literature and

marketing materialsSpeaking and reading not always the

same

8

Market Research

Planning & Development

MRPD

Communication KeysCommunication KeysConsistency in translationTranslate materials as needed

or requested◦Save Energy and Save Money

example◦Ahorre Energia y Ahorre Dinero

example◦Programas de ayuda con servicios

publicos example

9

Market Research

Planning & Development

MRPD

Communication KeysCommunication KeysGeneral market materials

balanced between English and Spanish◦Free Home Energy Improvements

door hanger example◦Easy Ways to Save Energy example◦Austin Energy Weatherization

Program example

10

Market Research

Planning & Development

MRPD

Communication KeysCommunication KeysMaintain program name without

translationIncorporate graphics and

pictures

11

Market Research

Planning & Development

MRPD

Communication KeysCommunication KeysUtilize community support

◦Education and word of mouth are vital

◦Community leaders and organizations critical to communication success

Engage children◦Important regardless of the language◦Current communicators and future

customers

12

Market Research

Planning & Development

MRPD

SummarySummaryEnglish as a second language

presents an additional challenge to the acronym-laden, industry-specific language used by utilities.

Speaking a language other than English may not equate to reading that same language.

13

Market Research

Planning & Development

MRPD

SummarySummaryCommunication channels need

to be expanded to capture a more diverse audience.

Consistency of message, along with visual depictions, can help the conveying of the message.

14