Unleashing the Power of

Existing Data

Laura Butler

May 3, 2018

ANNUAL PEAK DEMAND DECLINE OUTSIDE OF THE TARGETED DEMAND RESPONSE AREA

1%

ABOUT CENTRAL HUDSON GAS & ELECTRIC

REDUCTION OF GREENHOUSE GAS EMISSIONS FROM 1990 LEVELS

40%

ABOUT REFORMING the ENERGY VISION (REV)

50%ELECTRICITY GENERATED THAT MUST COME FROM RENEWABLE SOURCES

23%REDUCTION IN ENERGY CONSUMPTION OF BUILDINGS FROM 2012 LEVELS

ENERGY CHOICES

AFFORDABLE

INFRASTRUCTURE

CLEANER TRANSPORTATION

RESILIENCY

EFFICIENCYJOBS

LOWER GREENHOUSE GAS EMISSIONS

INNOVATION

To deliver electricity and natural gas to an expanding customer base in a safe, reliable, courteous and affordable manner; to produce growing financial returns for shareholders; to foster a culture that encourages employees to reach their full potential; and to be a good corporate citizen.

Our Corporate Mission is…

PAYMENTSOUTAGES

CONSERVATION

SUSTAINABILITYINSIGHT

ACTION

SUPPORTHELP

CHAT

DISCOUNTS

ADVICERECOMMENDATONS

ENVIRONMENTAL RESPONSIBILITY

SOLARMODERN

TRUST

EMPOWERMENT

POSSIBILITIES

Radio Ads

How can I save?

Did I save?

Emails

Newsletters

Bill Inserts

Where am I spending?

Live Events

Sponsorships

Use our website!

You can save energy!

You can buy!

You are eligible for a special offer!

Use our mobile app!

Get alerts!Compare your energy use!

WHOA!

Challenges

Consumer• What is the customer’s definition

of affordable?• What’s the value of our services to

the customer?• Do customers want more from us

and if so what’s the best delivery mechanism?

• Are they willing to pay for value?• How do we market value added

services?

Operational• No justification for full scale AMI

deployment• Declining system peak load• Declining population• Orchestrated technology

limitations based on unpredictability of installment location

• 65% of our customers heat with fuel oil

• Only 30% penetration of central air

Opportunities

Consumer

• Provide discounted services

• Loyalty programs

• Assist in making better energy management decisions

• Correlate bills to usage

Operational

• Grid support needs

• EE targets

• Drive down call volume or decrease the length of a call

11

Point of Sale

KPI’s

12

Operational Factors

13

Customer Response

14

15

Who What When Where Why How

Customer

Company

The CenHub Approach

• Benchmarking

• Defined Objectives & Success Metrics

• Identify Customer Behaviors

• Personas & Journey Mapping

• Identifying useful data and establish benchmarks

• Maximize Your Assets

• Customer 360

Market Trends

Self & Selective Competition

Proactive Alerts Voice Control Recommendation Engines

Success MetricsLagging Indicators – What are we trying to achieve?

• Account Registrations

• Sales

• Revenues

• $/kWh

• $/Dth

• MW demand reduction

Leading Indicators – How do we know if we are achieving it?

• Email open rate

• Click through rate

• Conversion rate

• Page views

• Call length

• Sessions

• Call volume

• Logins

• % new visits

• # of social media shares

• Cart abandonment rate

• % Return visits

18

19

• Demographics

• Behaviors

• Browsing

• Purchases

• Click Rates

• Log in Frequency

• Program Participation

• Self-Reporting rates

Non Engagers

Occasional Engagers

Active Engagers

EE Program

Participation Data

Google Analytics

Meter Data

Customer

Information

System

StreamSend

20

Sales and Revenue

Marketing Effectiveness

Customer Engagement and Loyalty

System and SLA

Performance

What is the number of customers enrolled and participating in multiple programs?

How many Insights+ Customers are also TOU Rates

How many customers per TOU Rate?

108Questions

Customer 360 Defined"A true 360-degree view needs to include views of

the past, present and future“

Marketing

Home Profile

Customer Persona

Report

Email Tracking Website Engagement

Call Center

Store TrackingHome Profile

Customer Persona

Report

Email Tracking Website Engagement

Call CenterMarketing

Store Tracking

`

Journey Mapping

• Research

– What is customer journey mapping?

• Facilitation

– Who can help us learn the right way to approach this?

• Stakeholder Engagement

– Who needs to be a part of this effort?

• Define the Customer

– Start with customer personas

Persona Development

• Data

– Google Analytics

– Marketing Campaign response rates

– Customer Information System

– Business Intelligence Tools

• Employee Input

– Contact Center Interviews

– Consumer Outreach requirements gathering sessions

– Meetings with the New Business team

Just Ask!

The Customer

Meet Connie.

Connie represents the typical shopper of the CenHub Store:

– She is 55 years old and thinking about retirement planning

– She prefers to shop online via her desktop computer

– She is a home décor enthusiast, news junkie and loves cooking

shows

– She is looking to make affordable improvements to her home and

introduce convenience to her busy day

– She firmly believes that “less is more”

– She likes to feel valued and be seen as capable and responsible

– She is relatively set in her ways

Know Your Audience –

Who are Your Shoppers?

Shaping Your Roadmap

27

Enroll

• MyAccount

• Programs

• TOU Rates

Engage

• Logins

• Purchases

• Page Views

Educate

• EE Tips

• Products

• Programs

Define The Journey

Return# Repeat Visitors / Customer Referrals

Transact

Sales Revenue Target / Program Participation Rate

Use

# Of Clicks/Visits

Join

# Of New Enrollments

Learn

Focus Topic – i.e. EE Tip, Carbon Emissions, EVs

Discover

Click Through Rates

28

Enroll, Engage & Educate

• Take the Home Profile Data further

• Enable more self-reporting

• Correlate data

• Let the customer choose their own adventure

Defining the Future Path

• Who is your underserved population?

• What enabling technologies do you have in within your own infrastructure and what enabling tech do your customers own?

• What is the next desired destination you can offer to your customer?

Key Messages

• Use data to understand who your customer is and what they desire

• Know your objectives and your final destination

• Measure what is valuable, not just what you’re able to measure

• Keep it simple and maximize what you already have – people, partnerships, tools