new energy consumer: a fascinating future · 2020. 2. 24. · new energy packages get outage...

New Energy Consumer:

a fascinating future

Claudio Arcudi

Rome, July 6 2012

Copyright © 2012 Accenture All rights reserved. 2

Utilities Trends: Forces Shaping the Energy marketplace

Smart cities trend

Accenture end-consumer observatory 2012

A fascinating future

Copyright © 2012 Accenture All rights reserved.

Forces shaping the evolving energy marketplace

3. Evolving

consumer

values

1. Advances in

smart

technology

2. Sustainability

Utilities are not the only ones initiating change; convergence of powerful technological,

consumer and sustainability (regulatory) market forces are creating the evolving energy

marketplace.

The evolving energy marketplace



Smart cities trend




European cities clearly is addressing climate change as a way to drive growth and competitive advantage in their jurisdictions



Smart cities trend




Consumer choice

7

Accenture end-consumer

observatory 2012


Consumer choice

8

Insight No. 1: Offer the “right” mix of

products and services Consumers are increasingly interested in receiving additional energy-

and nonenergy-related products and services from electricity

providers


Consumers currently receive a limited number of energy-related

products and services from their electricity provider but there is

significant interest in signing up for more

9

Base: All respondents

How interested are you in signing up for the following products and services if they

were offered by your electricity provider?

25%

46%

52%

47%

55%

57%

57%

Products and materials to make simple improvements to

your home in order to save electricity (e.g., weather

stripping, compact fluorescent light bulbs)

Home energy generation products

(e.g., solar, geothermal, wind)

Home energy audits/consultations to identify opportunities

to save electricity

Devices or services to automate home energy

management based on your preferences (e.g., remotely

control and automate lighting, heat in your home and,

some home appliances)

Installation and/or maintenance services for home energy

devices (e.g., thermostat, furnace, water heater, air

conditioner, major home appliances, solar panels)

Warranty and/or financing plans for home energy devices

(e.g., furnace, water heater, air conditioner, major home

appliances, solar panels)

Natural gas and/or water

8%

38%

13%

7%

9%

5%

13%

Interest in products and services provided by

electricity providers (very/somewhat) Products and services currently received from electricity provider

Base: Consumers who do not currently

receive the product and service from their

electricity provider

2%

3%

3%

3%

3%

3%

40%

60%

60%

56%

51%

49%

47%

26%

IT IT


Consumers are also interested in receiving a variety of non-

energy related services from their electricity provider

10

Base: All Italian respondents

In addition to energy-related products and services, how interested would you be in

receiving the following from your electricity provider?

22% 18% 4%

28% 22% 6%

33% 25% 8%

39% 29% 10%

58% 42% 16%

Somewhat interested Very interested

Banking services

Insurance services

Telecommunications services

Home repair services

(e.g., television, internet, phone, mobile)

(e.g., home, auto, life)

(e.g., bank account, credit card, mortgage)

(e.g., electrician, plumber)

Home services (e.g., home security, video monitoring in your home)


Consumer choice

11

Insight No. 2: Maximize consumer

willingness to pay When it comes to paying a premium, consumers are more attracted

to differentiated products than services


Consumers expect a “premium electricity service” to include a

wide range of products and services

12

Which of the following products/services would you expect a “premium electricity

service” to include?

29%

32%

35%

36%

41%

53%

54%

Mentioned in top three

Personalized energy reports and tools that help me to understand and

manage my electricity usage

(e.g., electricity used per appliance)

Greater mix of renewable energy sources (e.g., wind, solar, etc.)

Availability of home energy generation products

(e.g., solar, geothermal, wind)

Improved service priority (e.g., shorter wait times when calling your electricity provider)

Multiple billing and payment options (e.g., choice of billing dates, ability to pay by credit card, etc.)

Availability of additional programs and technologies (e.g., home automation service, home energy audit, annual heating/cooling

maintenance plan, etc.)

Access to a personal energy advisor (e.g., personal advice on decreasing costs, seasonal maintenance reminders,

proactive contact when bill increases)



Consumer willingness to pay more to receive a “premium

electricity service” varies across geographies - Country breakdown

13

Would you be willing to pay a premium for your electricity in order to receive these

additional products/services?

SE

23%

ES

3%

17%

BE

4%

2%

26% 21%

AU DE

43%

16%

5%

FR

16% 21%

IT

2%

17%

1%

1%

1%

28%

21%

AVG CA

47%

19%

49%

5%

UK

15% 19%

DK

3%

15%

3%

46%

NO

2%

NL

37%

JP

3%

2% 29%

USA

2%

SG

6%

KR

5%

ZA

11%

BR

18%

CN

20%

Yes, certainly

Yes, probably


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Among consumers who would be willing to pay a premium, the

vast majority would expect a “tangible product” over improved

service options

14

Would you be willing to pay a premium for your

electricity in order to receive these additional

products/services?

69%

31%

Base: All Italian respondents

Which of the following products/services would you expect a “premium electricity

service” to include?

Base: Consumers who say they

would "certainly" or "probably" pay a

premium for electricity in order to

receive these additional

products/services

No, certainly/probably not

Yes, certainly/probably

71%

29%

Access to a personal energy advisor 26%

Availability of additional programs and technologies 37%

Availability of home energy generation products 47%

Personalized energy reports and tools that help me

to understand and manage my electricity usage 62%

Improved service priority

Multiple billing and payment options

27%

20%

Greater mix of renewable energy sources 65%


Consumer choice

15

Insight No. 3: Maximize consumer desire to

save The majority of consumers would forego customer service in return

for price discounts

Insight No. 4: Create a value proposition

with bundles Consumers are interested in bundled packages that meet their

lifestyles and needs, particularly when they deliver savings,

convenience or ease of use


Consumer connection

16


observatory 2012


Consumer connection

17

Insight No. 5: Optimize the value of self-

serve Low-touch channels and self-service have reached a tipping point

where consumers prefer these options for most transactional

interactions

Insight No. 6: Unlock social media Consumers in many geographies are interested in engaging with

their electricity providers through social media, in particular, for

service convenience


Consumers generally prefer low-touch channels; however, high-

touch interactions are preferred for complex or sensitive events

18

Please select your preferred method of interaction with your electricity provider for

the following events

61%

39%

100

90

80

70

60

50

40

30

20

Resolve

issues (e.g.,

billing issues)

33%

67%

10

Change your

address/move

67%

0

70%

Learn about

new energy

packages

Get outage

information

33%

60%

30%

Learn about

new home

energy services

Sign-up for

new electricity

packages and

services

71%

29%

59%

Pay bill

84%

41%

16%

Receive bill Switch to a

new electricity

provider*

100%

0%

40%

Low-touch channels (e-mail, portal, social media, mobile applications,

paper, sms)

High-touch channels (in-person, telephone, online chat)

*Only in deregulated markets



Consumer loyalty

19


observatory 2012


Consumer loyalty

20

Insight No. 7: Manage consumer engagement Satisfaction and engagement actually decrease based on the length of

time consumers interact with their providers

Insight No. 8: Understand churn In competitive markets, while switching decisions are largely price

driven, loyalty rewards are emerging as an effective motivator for

consumers to stay with their current provider

Insight No. 9: Engage the next generation Younger consumers can offer a paradox: they prefer a complex mix

of high-touch interactions, self-service and social media engagement



Smart cities trend




A new model with a bi-directional flows of information, energy and

revenues. Ubiquitos computing will be embedded in new energy

marketplace. Social media will extend the channel.

Energy Efficiency

Smart city

Distant Heating

Integration & Partnership

Smart Building Renewable Energy

Hidden Energy

Consumers

Household

Appliance

Electric Vehicle

Best offer


New Energy market will be a pillar of Smart Cities program


Overall, 59 percent of consumers are satisfied with their current

electricity provider, with higher satisfaction in deregulated markets

25

What is your level of satisfaction with your current electricity provider?

21%

CA

23%

USA

29%

NL

24%

NO

22%

JP

39%

6%

ZA

41%

6%

61%

KR

46%

7%

43%

SG

21%

8%

43%

ES

23%

9%

44%

IT

10%

41%

AVG

32%

18%

43%

BE

12%

43%

BR

21%

42%

CN

15%

39%

SE

24%

37%

DK

23%

46%

AU

20%

38%

DE

21%

47%

FR

22%

41%

UK

Very satisfied

Satisfied






Likelihood of switching to another electricity provider in the next 12

months - Country breakdown

26

Are you considering switching to another electricity provider in the next 12 months?

4%

3%

CA*

9%

9%

KR

15%

4%

NO

12%

7%

USA*

12%

8%

11%

14%

DK

13%

11%

NL

14%

11%

SE

13%

12%

ES

17%

9%

UK

12%

14%

AU

16%

11%

FR

20%

8%

BE

15%

IT DE

16%

19%

AVG

16%

Probably switch

Certainly switch

*Note: includes only deregulated states and/or provinces

Base: Respondents in deregulated markets only




new energy consumer: a fascinating future · 2020. 2. 24. · new energy packages get outage...

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