Actionable Insights for the New Energy Consumer - Accenture

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Figure 8. Which of the following products/services would you expect a “premium electricity service” to include?Would you be willing to pay a premium for your electricityin order to receive these additional products/services?Greater mix of renewable energy sources72%Yes, certainly/probably31%Improved service priority39%Multiple billing and payment options32%Personalized energy reports and toolsthat help me to understand and managemy electricity usageAvailability of home energy generationproducts31%No, certainly/probably not69%Availability of additional programs andtechnologies18%17%Access to a personal energy advisor14%Base: All respondents.Base: Consumers who say they would "certainly" or "probably" pay a premium for electricity in order to receive theseadditional products/services.Greener energy mixOn closer inspection, the 31 percentof consumers who are “certainly/probably” willing to pay more for apremium electricity service have specificexpectations for the service. Of those whoreport they are willing to pay, 72 percentexpect a “greener energy mix.” This resultpoints to a preference for a premiumelectricity service to include a tangibleproduct over improved service options.In fact, the issue of “improved servicepriority” ranks as a distant second at 39percent (see Figure 8).Consumer preferences for a premiumelectricity service, as shown in Figure 8,align closely with their actual behaviorswhen asked to make trade-offs to create apackage that suits their needs. When giventhe opportunity to trade off a number ofdefined elements of an energy productand service package, nearly one-thirdof consumers would adopt a premiumgreen package that includes renewableenergy sources, automated electricityconsumption control and the best serviceat a 5 percent bill increase (see Figure 9).Figure 9. Premium green package.“Save the planet” energy bundleGive me peace of mind with the best service and greenoptions (Package adoption ~ up to 29%)Package attributes• Variable electricity price fluctuating based on the time of day• Automated consumption control• Full service and support available across multiple channels of interaction• A considerable portion of the fuel mix is from renewable energy sources• Personalized energy reports are provided with tips to reduce consumption• Bill increase of 5%Methodology note: Results based on a conjoint analysis.Base: All respondents.14
Actionable insight No. 3Maximize consumer desire to saveThe majority of consumers would forgo customer service inreturn for price discounts.Consumer savingsSaving money is paramount for mostconsumers and their households—nosurprise there. Having explored consumerinterest in a premium electricity service,we looked to understand the other endof the spectrum—discounted electricity.When directly asked, more than threequartersof consumers have some levelof interest in receiving limited customerservice to get a discount on electricityprices (see Figure 10).Figure 10. Would you be interested in receiving discounted electricity prices if itmeant receiving limited customer service?Very interestedSomewhat interested28%48%76% of consumers areinterested in receivinglimited customerservice if it meantreceiving discountedelectricity pricesNot very interestedNot interested at all17%7%Base: All respondents.15
Page 1 and 2: Actionable Insights for theNew Ener
Page 3 and 4: ForewordAround the world, energy pr
Page 5 and 6: Methodology and sampleAccenture’s
Page 7 and 8: Applicability offindings beyondelec
Page 9 and 10: Actionable insight No.1Offer the
Page 11 and 12: Nonenergy-related servicesConsumer
Page 13: Around the world, though, we foundt
Page 17 and 18: Figure 12. Which of the following o
Page 19 and 20: Optimal introduction timeTiming is
Page 22 and 23: ConsumerconnectionThe Web, mobility
Page 24 and 25: Looking more closely at consumerint
Page 26 and 27: Actionable insight No. 6Unlock soci
Page 28 and 29: Social media as an informationsourc
Page 30 and 31: Consumer loyaltyConsumer satisfacti
Page 32 and 33: How involved are consumers?To measu
Page 34 and 35: Further analysis of specific geogra
Page 36 and 37: Actionable insight No. 8Understand
Page 38 and 39: Loyalty rewards programsLoyalty rew
Page 40 and 41: Actionable insight No. 9Engage the
Page 42: In addition, Figure 41 shows that i
Page 45 and 46: Create value with consumer choice:U
Page 47 and 48: Learn about The NewEnergy Consumer:
Page 49 and 50: In previous years, Accenture’s en
Page 51 and 52: Price is the pivotal factor inthe a

Actionable Insights for the New Energy Consumer - Accenture

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