Actionable Insights for the New Energy Consumer - Accenture

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Appendix: Summary ofprevious findings fromAccenture’s New EnergyConsumer research program48
In previous years, Accenture’s endconsumerresearch focused onunderstanding consumer preferences andrevealing attitudes and behaviors that arechanging their relationship with energyproviders. Following is an overview ofthe key findings from our previous endconsumerstudies.Understanding ConsumerPreferences in Energy EfficiencyIn 2010, Accenture developed the firstend-consumer study, UnderstandingConsumer Preferences in EnergyEfficiency, to investigate consumerattitudes and behaviors toward electricitymanagement programs. The research setout to understand consumer opinionsand preferences toward electricitymanagement programs by answering sixcore questions:1. Do consumers have a clearunderstanding of the impact of electricityconsumption on the environment?2. Do they understand how they canoptimize their electricity consumption?3. Do they feel social pressure to do so?4. Which organizations do they trust toinform them about actions they can taketo optimize their electricity consumption?5. Are they aware of electricitymanagement programs?6. What are the drivers and barriers toadoption of electricity managementprograms?The online survey, which involved morethan 9,000 individuals in 17 geographies,provided insights into the emerging trendsin new energy consumerism:• There is a significant contradictionbetween consumer perceptions and theiractual knowledge of energy efficiency.• Consumers’ first instinct is to contacttheir utilities/electricity providers forenergy-efficiency activities; however,providers still need to build trust andcredibility.• While price remains a key factor toadoption, the extent of the utilities’/electricity providers’ control over energyuse has emerged as a potential barrier.• Channels and contact points forutilities/electricity providers tocommunicate with consumers are diverse.• Adoption of electricity managementprograms is influenced by fragmented andnontraditional consumer preferences.The findings illustrated that consumerbehaviors for energy-efficiencysolutions are highly complex withbroad diversity in perceptions, attitudesand preferences. For providers, thetraditional customer service model hashistorically focused on cost and riskpriorities. It was clear from the findingsthat these priorities and capabilitieswould not provide adequate supportto new broad-based programs aroundmass-market energy efficiency andconservation. Thus, providers, regulatedand deregulated alike, face the need fornew consumer-centric competenciesand differentiated energy efficiency andconservation programs to attract andengage a diverse consumer market.Revealing the Values of the NewEnergy ConsumerIn 2011, Accenture embarked on phasetwo of the end-consumer researchprogram—Revealing the Values of the NewEnergy Consumer. Building on the findingsfrom Understanding Consumer Preferencesin Energy Efficiency, we recognizedthat the energy ecosystem is quicklyevolving. Smart technologies are enablinga marketplace for in-home consumertechnologies, demand-side managementprograms and related support services.However, proliferation in the beyond-themetermarket also creates new pressuresfrom nontraditional players.To dig deeper into the emerging energymarketplace, the worldwide endconsumersurvey included more than10,000 respondents and exploredconsumer preferences, opinions andpriorities related to beyond-the-meterproducts and services offered by utilitiesor other emerging providers. Through theresearch, Accenture set out to investigate:1. What are the energy consumer’straditional and nontraditional valuessurrounding in-home technologies,electricity management programs, andrelated products and services?2. How much value do consumers placeon smart home technologies, mobileapplications and nontraditional channels?3. How can providers differentiateelectricity management programs?4. Do consumers value electricitymanagement programs that areconvenience focused?5. Are consumers interested in thedelivery of energy management programsthrough third parties?49
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 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: Learn about The NewEnergy Consumer:
Page 51 and 52: Price is the pivotal factor inthe a

Actionable Insights for the New Energy Consumer - Accenture

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