institute 201011

Low Carbon London Smart Metering TrialCustomer Communications Focus Groups – LCL Smart Meter Pilot Q4 2011

Title of presentation © 24 November 2009 EDF Energy plc. All rights Reserved.2

Research Objectives

• To test customer understanding and acceptance of the proposed Low Carbon London Smart Meter Trial recruitment communications

• To identity potential amends and updates to the LCL Smart Meter Trial communications to ensure more effective customer engagement and participation


Method and Sample

• 2 residential focus groups lasting 1.5 hours. Responses sound recorded.

• Respondents were volunteers from 2 LCL Smart Meter trial pilot areas: Canning Town and Perivale (Lewisham)

• 11 respondents across two groups• Fair spread of ages: 30yrs – 65yrs• Good spread of payment method: DD, cash cheque, prepayment• Good spread of home ownership: housing association tenant,

private owner, landlady• Fair spread of employment statuses: e.g. retired, architect, local

authority


Discussion Guide and Materials

• Discussion started with general views on energy companies, their communications and respondents’ attitudes to them

• Asked whether respondents read/responded to utility communications• We then gave a general overview of smart metering• Respondents were then asked to read through LCL Smart Meter trial

communications in the order they would arrive in the customer journey• The materials were not complete, ie in final format and look and feel,

but were branded. See the appendix for copies.1. LCL01 Awareness Flyer – intended as a pre-recruitment door drop2. LCL02 Recruitment Letter – the bespoke letter asking for

volunteers3. Advisor Recruitment Telephone call – the conversation which

gains consent for the trial and for the data usage4. LCL03 Welcome Pack including Appointment Confirmation Letter,

Welcome Booklet (including terms and conditions)5. LCL04 Customer Charter


Customers were interested and prepared to engage with LCL Smart Meter Trial. However there was an appetite for more information and a need for clarity and transparency

• Respondents understood the benefits of smart metering, however wanted more information on how the roll out would actually work

• No real recognition or resonance with Low Carbon London brand. Not surprising as it has not been in the public eye

• Some concerns raised about the costs and logistics of roll out

• Good steer on aspects of the LCL Smart Meter Trial communications, which will be incorporated in the final versions as appropriate


Respondent Themes and Verbatim FeedbackDetailed Responses


General feedback on energy companies was consistent with previous customer research

• Continuous price changes• They are all the same these companies there is no guarantee anyone

is better than the other • I like who I am with and will stay with them they have a good

reputation • Its all very confusing should be more readable • When I phone up (I am with EDF have been for years) I get a lady on

phone passes you onto another one they say they cant help you wrong department. Have to keep explaining what I want. So frustrating

• The terminology could be better – can’t exactly take them to a tribunal they are too big a company (and they know this) it’s always after the event that they say we don’t want to lose your custom – its all very daunting.

• Pensioners will worry about the cost of their usage and would probably not eat as to pay for their heating etc.

• People we know have changed companies have been worse off • I’ve been with EDF for years• We all moan and groan but what can we do.


In discussing Smart Metering in general, respondents were accepting but were keen for more information• If it’s a legal requirement – needs to be engaging• More info on the technology of SM; Is this about a meter?• Will it stop people fiddling their meters? Tampering with their meters• Meter readers – will they become obsolete? Concerns of people losing their

jobs• Initially it’s quite frightening• If the government want it done we will have to have it; We didn’t realise that

it was replacing all meters• Will make people more aware of wastage – it will make us think of how and

what we are using• Elderly and others will worry about the cost of everything from making a cup

of tea to• Who will be paying for this?• Will people with larger families be penalised once SM is installed due to more

energy being used?• How much is that going to cost the customer? Is the rate going to increase?• You’ll need to gain access to all properties• Smart meters should be manufactured in house in UK, not in Korea not

China. It may be cheaper but we need the work


Respondents understood the LCL Trial/Smart Meter benefits, but thought we could highlight them more• Get your chance to be the 1st to be involved in smart metering• With smart meter you won’t need to try and reconcile your bill,

you can let the meter do this• Should say more accurate meters• Real time• No more estimated bills• Is it cheaper to run?• Accurate billing - It’s not telling me very much• If it said “Its Free” may make a difference – may take notice • Makes life easier• People are more interested in “it saves money not it saves the

planet” people are bored with this • Hand held display unit would be more attractive to the customer• Apps for phones?• Customer charter- they should stick to their promise


Many respondents were keen to find out more information online before contacting to participate• Should have a number that is free to call and maybe an option

for mobile users as they are not able to call to 0800 numbers for free

• A London number would be better• Direct line not automated; speak to a real person (especially for

the older generation)• Website with more additional information/more informative so

all your answers are easily found within seconds/Should have a website

• Call centres what times would these be running too?• Brail for sight impaired • Special literature • Different languages (literature)


The Low Carbon London brand or overall objectives were not well understood; Shared branding was confusing to some

• Confusion with low carbon – what’s the full meaning?

• The low carbon wording should be underneath; Not many people know what this is

• Don’t know that logo; why is the EDF logo smaller?

• EDF Energy Logo should be bigger – would take it more seriously; Show that EDF are the main player

• Should get the schools involved; Kid’s competitions; Then the parents will then show an interest

• Battle of the boroughs

• Concerns for commitment; It should be noted that you can change your provider and that you would not be tied to a 2 year agreement


Many of the older respondents thought branded, colour communications would cost too much; this view was not expressed in the younger group

• Just looks like another bill just jazzed up a little

• Talk of low carbon when they have jazzed up the envelope should be plain with just the EDF logo the print costs money we will end up paying for this cost that will just end up in the bin

• Could say “This is not a bill” on the top of the bill

• It’s a pricey envelope that costs

• The letter is bigger and better; much better than the leaflet

• Don’t need glossy paper /paperwork

• Shouldn’t waste money on it

• Would be good to have a picture of the SM on the leaflet its too boring


Smart Meter appointments were perceived to be inconvenient; there was also the desire to be reassured about the professionalism and trustworthiness of the engineer

• Offer of evening appointments; Not happy with the appointments; Wouldn’t be happy with taking the day off for an appointment slot

• Concerns for all wall sockets if required within the installation (will there be enough)

• Renting a property – approval required from owner/housing association• Concerns with re-wiring of properties with the SM installation• Installation – where will the smart meter go? I’ve only just got a new

meter will you take that away?• Will we will get an operatives name number • Will they have been checked? Police checked; Badges id • The installer will need to speak English high level as would need to be

able to understand communication • Concerns for people with special needs:• Concerns of size of meter where its location• You won’t have appliance level• Battery operated devices/plug in? Wifi technology • Would the smart meter recognise a fault?


We have taken much of the feedback and updated the literature to resolve some of these key consumer needs

• Amends are being done prior to final review and sign off w/c 17th October

• Not all amendments can be accommodated. We will continue to track the customer acceptance/perception of the communications as we go through the LCL Pilot phase

• The communications can be updated, validated if required throughout the LCL recruitment, as we gain more consumer insight

• There will be more communications created as the trial enters new phases, eg Time of Use phase


Appendix


LCL Smart Meter Trial - Test Literature. Please Note – these are the versions we tested, not the final drafts

LCL02 Customer Letter

LCL03 Welcome Leaflet

LCL04 Customer Promise

LCL01 Business Card

Advisor Call Sign Up Script

institute 201011

Education