Actionable Insights for the New Energy Consumer - Accenture

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How involved are consumers?To measure the engagement of consumersspecifically in deregulated markets, oursurvey asked three pointed questions andinstructed the consumers to rate theirresponses on a scale from 1 to 10, with10 being the highest:• Satisfaction: “What is your level ofsatisfaction with your current electricityprovider?”• Recommendation: “Would yourecommend your current electricityprovider to your family/friends?”• Switching: “Are you consideringswitching to another electricity providerin the next 12 months?”Figure 28. Engagement score with electricity provider (deregulated markets only).Engagement score 67%Components of the engagement scoreSatisfiedLikely to recommendNot likely to switchBase: Respondents in deregulated markets only.Note: The engagement score is the average of the numeric values of the three main components in the figure. Theengagement score is the percentage of individuals that are considered engaged (e.g., an index of 67 means that 67 outof 100 individuals—or 67 percent—are engaged).68%65%68%To create a holistic view of consumerengagement with their providers incompetitive markets, we aggregatedresponses to these three questions. Theresulting consumer engagement scorerepresents one of the most critical metricsfor energy providers. Averaging the totalresponses, we learned that globally 67percent of consumers are engaged withtheir electricity providers (see Figure 28).Figure 29 illustrates that in deregulatedmarkets across geographies, responsesby country do not stray too far from themedian score of engagement—only a 7percent difference up or down. Consumersin France take top spot as the mostengaged (at 74 percent), while SouthKorean consumers are the least engaged(at 60 percent).Figure 29. Engagement score with electricity provider.FranceNetherlandsUnited States*Canada*NorwaySwedenUnited KingdomAverage74%72%71%70%69%68%68%67%Denmark66%Australia65%Italy65%Germany65%Belgium64%Spain62%South Korea60%32Engagement score* Includes only deregulated states and/or provinces.Base: Respondents in deregulated markets only.
Extent of consumer interactionIn general, electricity and energyproviders are not necessarily top ofmind for consumers; however, manytrends in the marketplace today—smartmetering, value-added products andservices, and energy conservation—requiregreater levels of consumer interaction.Respondents spent, on average, 9 minutesinteracting with a representative of theirelectricity provider over the past 12months (see Figure 30). Highlighting thelow level of interaction, 54 percent statedthat they have not interacted with theirelectricity provider in the past 12 months.Figure 30. In the past 12 months, how much time did you spend in total interactingwith a representative of your electricity provider (e.g., over the phone, e-mail, in astore, in your home, etc.)?I have not interacted with myelectricity provider in the past12 monthsLess than 5 minutes5 to 10 minutes10 to 20 minutes9%12%12%54%Average timespent interacting:9 minutes20 to 30 minutes5%30 minutes to one hour4%Greater than one hour4%Base: All respondents.33
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 and 14: Around the world, though, we foundt
Page 15 and 16: Actionable insight No. 3Maximize co
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 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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