Weitere ähnliche Inhalte Ähnlich wie HPMC 2014 - The New Energy Consumer - Accenture Netherlands (20) Mehr von Accenture the Netherlands (20) Kürzlich hochgeladen (20) HPMC 2014 - The New Energy Consumer - Accenture Netherlands2. Agenda
NEC12
The New Energy Consumer Initiative
A New Era of Change and Uncertainty
Summary Netherlands results
1.
2.
3.
4.
Delivering operational excellence
Optimizing customer interaction
Creating lasting customer engagement
Extending the value proposition
Ten Strategic Priorities for Energy Providers
Copyright © 2014 Accenture. All rights reserved.
2
3. Accenture’s New Energy Consumer Research Program
Over 4 years of comprehensive and continuous research focused on energy users, our
research offers actionable insights into the preferences and values shaping the energy
marketplace.
>40,000 consumers
surveyed in 21
countries
>2,000 small and
medium businesses
in 9 countries
Copyright © 2014 Accenture. All rights reserved.
Survey of market
trends & priorities for
20 leading utilities
customer executives
Market insights & leading
practices from more than
50 leading energy
providers and over 30
cross industry providers
In-depth analysis of
technology adoption
in 8 major markets
3
4. Agenda
NEC12
The New Energy Consumer Initiative
A New Era of Change and Uncertainty
Summary Netherlands results
1.
2.
3.
4.
Delivering operational excellence
Optimizing customer interaction
Creating lasting customer engagement
Extending the value proposition
Ten Strategic Priorities for Energy Providers
Copyright © 2014 Accenture. All rights reserved.
4
5. Risks today, uncertainty tomorrow
Utilities are facing a storm of forces that are reshaping the market landscape and are
increasing uncertainty in the market.
Government
& regulatory
shifts
Advancing
technology
Uncertainty is
increasing
Shifting
consumer
preferences
Copyright © 2013 Accenture. All rights reserved.
Sustainability
5
6. A future of Uncertainty, Disruption and… Opportunity?
The changing market place, uncertainty and disruption require Utilities to develop simple
and agile organizations
The Rise of ‘Economics
of Dissatisfaction’
In order to be successful, Utilities need to build simple, flexible organizations, while eliminating key
dissatisfiers across strategic imperatives:
Reduce Operational
‘Cost-to-Serve’
Enhance Revenue
Potential
Sustain or Improve
Customer Value
Drive Energy
Efficiency Goals
6
7. Agenda
NEC12
The New Energy Consumer Initiative
A New Era of Change and Uncertainty
Summary Netherlands results
1.
2.
3.
4.
Delivering operational excellence
Optimizing customer interaction
Creating lasting customer engagement
Extending the value proposition
Ten Strategic Priorities for Energy Providers
Copyright © 2014 Accenture. All rights reserved.
7
9. Consumer’s level of trust in their utilities/energy providers has
decreased
What organizations do you trust to inform you about actions you can take to
optimize your energy consumption?
Do not trust
Consumer associations
Academics/schools/scientific
Associations
Environmental associations
Government/governmental
organizations
Online service providers
(e.g., Google, Microsoft)
Utilities/energy providers
Home service providers
(e.g., cable television provider,
telecommunications provider, home
security company, etc.)
Retailers/equipment manufacturers
Base: All Netherlands respondents
Copyright © 2014 Accenture. All rights reserved.
9%
Neither trust nor distrust
44%
8%
47%
50%
15%
18%
33%
32%
53%
23%
24%
65%
% Trust
2012
44%
42%
53%
23%
Trust
23%
17%
18%
22%
61%
17%
27%
23%
61%
16%
17%
34%
57%
9%
18%
10. Active community involvement, offering the latest technology,
treating employees well and offering physical locations are
where consumers feel their energy providers over perform
How important are each of the following factors in building your trust with your
energy provider?
Based on your experience to date, how would you rate your energy provider’s
performance on each of the following factors?
Accurate
invoice
Easy to
understand
91%
Reliable
energy
Ethical
brand
Environmental
brand
Energy
advisor
Valued
employer
Partners to
create
value
Techsavvy
Community
member
Face-toface
interaction
91%
88%
85%
89%
85%
85%
82%
79%
77%
87%
78%
76%
78%
75%
73%
71%
61%
68%
63%
47%
Consistently Provides clear
gets my bill and easy-tocorrect
understand
pricing
information
Provides me
with reliable
energy
delivery
Is known to
have ethical
business
practices
Base: All Netherlands respondents
Copyright © 2014 Accenture. All rights reserved.
Is known to
work to
protect the
environment
Informs my
family or me
about efforts
we can take to
decrease
energy usage
Is known for
treating its
employees
well
Partners with
other
companies or
organizations
to enhance its
offerings
Importance (Somewhat + very important)
Offers me the
latest
technology
Is actively
involved in my
city and
neighborhood
47%
Offers a
physical
location where
I can meet with
its
representatives
Performance (Good + excellent)
12. Aside from the bill payer, others in the home have influence on
energy usage
Thinking about all the members of your household, please indicate the level of influence
the following have on energy usage in your home (e.g., set the temperature, turning lights on/off,
turning on/off entertainment, doing laundry, etc.)
Moderate to significant influence
Bill payer
94%
Spouse-partner
90%
Other adults who live in the home
74%
Teenagers (13 to 18 years)
72%
Regular in-house services
69%
(e.g., nanny, child care, etc.)
68%
Occasional in-house services
(e.g., house cleaning, pool servicing, etc.)
Children (12 years and under)
Base: All Netherlands respondents; excludes “Not Aplicable“ responses
Copyright © 2014 Accenture. All rights reserved.
51%
13. Consumers are most interested in learning about energy or
related products and/or services during their discretionary time
and when shopping for products for the home
Where would you be most interested in learning about energy or energy-related
products and/or services, and how much time would you be willing to dedicate to
learning about them?
During my free time
33%
(e.g., at home on evenings or weekends)
While shopping for appliances
35%
(e.g., washer, dryer, fridge, etc.)
While shopping for materials or products to make
major renovations to my home
58%
25%
52%
17%
28%
51%
23%
(e.g., insulation, furnace, windows, etc.)
While shopping for electronics
34%
14%
48%
(i.e., television)
While shopping for minor home improvement products
34%
12%
46%
(e.g., light bulbs, weather stripping, etc.)
While waiting to buy something
25%
6%
31%
(e.g., waiting for coffee or food, etc.)
While traveling
18%
At work
18%
7%
While shopping for groceries
17%
26%
8%
(e.g., waiting for a train, while on a train, etc.)
At an event
(e.g., concert, sporting event, etc.)
Base: All Netherlands respondents
Copyright © 2014 Accenture. All rights reserved.
14%
6%
6%
25%
23%
20%
<5 minutes
>5 minutes
14. Consumers have different expectations for the features offered
on an energy provider’s website if they are accessing it via a
mobile device versus a traditional computer
Provided you had access to a traditional computer (e.g., laptop or desktop) and a
mobile device (e.g., smartphone), which of the following features would you want
available on your energy provider’s website?
26%
Detailed information about my energy usage
79%
22%
Personalized tips on actions I can take to reduce my energy bill
49%
24%
Personalized offers and coupons
44%
(e.g., coupon for laundry detergent, rebate for appliances)
32%
Notifications about my energy usage
43%
(i.e., notification when higher than normal bill is forecasted)
22%
Ability to perform self-service transactions
38%
(e.g., pay bill, update account information, view outage information, etc.)
20%
Reviews on energy-related products and services
35%
(i.e., reviews of energy-efficient appliances)
14%
Ability to purchase energy-related products and services from the website
31%
(i.e., purchase an energy-efficient appliance)
17%
Ability to purchase prepaid energy to use in the future
24%
35%
Ability to control heating, cooling, or appliances in my home
18%
20%
15%
Online games that educate my family about energy waste-conservation
22%
Ability to participate in social games
(i.e., compete with neighbors on decreasing energy usage)
13%
An online community hosted by my energy provider to share energy-saving
tips
13%
13%
0%
Base: All Netherlands respondents
Copyright © 2014 Accenture. All rights reserved.
20%
Using a mobile device
Using traditional computer
40%
60%
80%
100%
16. On a year-on-year basis, consumers are less satisfied with
their energy providers
What is your level of satisfaction with your current energy provider?
Please use a 10-point scale for which 1 means that you are extremely dissatisfied and 10 means that
you are extremely satisfied
2013
Very satisfied
2012
18%
21%
76%
Satisfied
82%
58%
61%
Neutral
17%
Not very satisfied
Not satisfied at all
2%
5%
15%
Base: All Netherlands respondents
Copyright © 2014 Accenture. All rights reserved.
2%
1%
17. Nevertheless, to date, the impact on loyalty is limited and overall
consumers’ intention to switch has decreased
Are you considering switching to another energy provider in the next 12 months?
Please use a 10-point scale for which 1 means that you will certainly not switch to another energy
provider in the next 12 months and 10 that you will certainly switch
2012
2013
Certainly
Probably
6%
11%
17%
11%
25%
14%
Neutral
20%
15%
Probably
not
Copyright © 2014 Accenture. All rights reserved.
11%
Certainly
not
Base: All Netherlands respondents
14%
49%
49%
18. Since 2011, the interest in alternative providers for purchasing
electricity and beyond-the-meter products and services has
decreased
You may currently, or in the future, have new companies offering you electricity, energy-efficient products
(i.e., smart thermostats), and/or related services (i.e., customized information on your electricity consumption) on top
of their traditional products and services. Would you consider purchasing electricity, energy-efficient
products, and/or related services from the following providers:
Yes, could consider a provider other
than a utility/electricity provider
46%
60%
(i.e., retailer, phone or cable provider, online site)
Retailer
33%
38%
(e.g. Koninklijke Ahold N.V )
Phone or cable provider
32%
(e.g., Koninklijke KPN N.V)
Online site
(e.g., Amazon, Google)
47%
28%
31%
2013
2011
Base: All Netherlands respondents
Copyright © 2014 Accenture. All rights reserved.
19. Better prices and convenience are the main drivers why
consumers would consider purchasing from an alternative
provider
Why would you consider purchasing energy or energy-related products and/or services from a provider
other than your energy provider (e.g., retailer, phone or cable provider, website)?
Mentioned in top three
The provider has lower prices than my energy provider
57%
I can bundle products and services to get a discount
48%
(e.g., Internet, phone and electricity)
I have had better experiences dealing with this provider than
with my energy provider
34%
The provider has a store where I can talk to a representative,
see products and discuss services
31%
29%
The provider has better service than my energy provider
The provider has a better return or service cancellation policy
than my energy provider
25%
20%
I trust the provider more than my energy provider
17%
The provider is a local company
I belong to the provider’s loyalty rewards program
9%
Base: Netherlands respondents who would consider purchasing energy or energy-related products and/or services from providers
other than their energy provider
Copyright © 2014 Accenture. All rights reserved.
20. Preferences for rate plans vary significantly across geographies
If your energy provider offered the two following rate plans, which option would
you select?
77% 76%
23% 24%
CN
KR
46%
52% 52% 51% 51% 51% 49%
56% 55%
60% 60% 59% 58% 58%
64% 64% 61% 61%
69% 67%
54%
49% 49% 49% 51%
45% 48% 48%
44%
39% 39% 40% 40% 41% 42% 42%
33% 36% 36%
31%
IT
PL
ZA
SG
Base: All respondents
Copyright © 2014 Accenture. All rights reserved.
TR
AU
BR
CA
ES
AVG
FR
JP
Flat rate plan
The price of energy is fixed and does not change throughout
the day. You do not need to pay attention to the times at
which you use energy, but you cannot save money on your
energy bill by actively managing the times at which you use
energy
DE
SE
DK
UK
NO
BE
US
NL
Variable rate plan
The price of energy changes throughout the day. You can
save money on your energy bill if you actively manage the
times at which you use energy (i.e., use major appliances
when energy is cheaper), if you do not, your energy bill will
increase
22. The main barriers to investing in energy-related products
and/or services are cost along with perceived lack of financial
payback
In the next 12 months, are you
planning to spend money on energyrelated products and/or services for
your home (e.g., energy-efficient
appliances, smart thermostats, etc.)?
Why are you not planning to spend
money on energy-related products
and/or services in the next 12
months?
Mentioned in top three
I cannot afford the cost of the required
investment
Yes, I plan to
spend money
71%
I do not think it will result in significant
cost savings on my energy bill
59%
I am not able to make changes
to my home
46%
(i.e., I rent it and do not own it)
41%
I do not want to spend money on
energy related products and services
59%
37%
I do not think it will have a significant
impact on the environment
35%
I do not know what energy related
products and services are available
No, I do not plan to
spend money
Base: All Netherlands respondents
I do not have the time to learn about
these new energy products and
services
23%
14%
Base: Netherlands respondents who do not plan to spend money
23. Cost savings and financing options are key to motivating
consumers to make substantial investments in energy-related
products
Some energy-related products (e.g., solar panels, energy efficient appliances, etc.)
can be expensive. Would any of the following motivate you to purchase energyrelated products that require a significant financial investment?
Mentioned in top three
Guaranteed reduction in your energy bill
66%
Discounts on bundles of energy and energy-related products
49%
(e.g., bundling electricity with solar panels)
Flexible payment plans to finance my purchase
39%
(e.g., monthly payments on my bill, no payments for two years, etc.)
Renting options
37%
(e.g., rent solar panel, programmable thermostat, etc.)
Loyalty points in return for money that I spend with
my energy provider
30%
Ability to transfer remaining payments on energy-related products if I move
27%
(e.g., transfer financing payments on my solar panels to the new owner if I sell my home)
None of these would motivate me to purchase energy-related products that
require a significant financial investment
Base: All Netherlands respondents
Copyright © 2014 Accenture. All rights reserved.
13%
24. Agenda
NEC12
The New Energy Consumer Initiative
A New Era of Change and Uncertainty
Summary Netherlands results
1.
2.
3.
4.
Delivering operational excellence
Optimizing customer interaction
Creating lasting customer engagement
Extending the value proposition
Ten Strategic Priorities for Energy Providers
Copyright © 2014 Accenture. All rights reserved.
24
25. Global Agenda: Ten Key Priorities for Energy Providers
Economics of
Dissatisfaction
Retail
Redefined
Unconventional
Partnerships
Copyright © 2014 Accenture. All rights reserved.
Bridging the Digital
Divide
The Consumer
Ecosystem
The Neglected
Middle
Workforce of
the Future
Enterprise
State of Mind
Reinventing
Value
Age of Turnkey
Technologies
25
26. Growing customer preference for digital
Sustainable, effective digital development requires strategic value-based prioritization and
planning to deliver robust infrastructure, cumulative benefit and full integration with
existing operations and strategy.
Progressive Adoption of
Mobility Globally
800
More than $100bn spent on
mobile media globally
Global Smartphone Volume (Millions)
700
+ 31%
600
Mobile device
penetration exceeds PC
500
+ 38%
400
Smartphone catalyzes disruptive
technology innovation
717.5m
300
494.5m
+ 43%
200
+ 20%
305m
+14%
100
119.7m
139.3m
2007
2008
175m
2009
2010
Year
Copyright © 2014 Accenture. All rights reserved.
2011
2012
“61% of
customers
would prefer
to use
digital
channels for
¾ of their
key utility
interaction
scenarios1”
28. Spotlight On E.On
E.On Sweden provide a leading example of how digital technology can be leveraged to
drive specific strategic outcomes, consumer behaviors and business goals in a utilities
context.
E.On created ‘Sweden’s Largest Energy Experiment’ to drive customer energy efficiency adoption through provision of multiple digital
tools that visualized, tracked and monitored participant energy usage.
1
10k customers were provisioned with a smartphone app
that monitored real time power usage for their household
3
The initiative was supported by a larger campaign
community website to facilitate comparisons and sharing
2
Over 12 months the app visualized their energy
consumption in 5 ways to determine the most effective
4
Participants on average saved 12% on their energy
consumption over the course of the year
Watch the full outcomes on YouTube here: http://www.youtube.com/watch?v=jHgZc4m1FtA&feature=youtu.be
28
29. Statements
1. Over 5 jaar vindt 80% van het klantcontact digitaal plaats
2. Over 5 jaar wordt 80% van de producten en diensten aangeschaft, in gebruik
genomen en gefactureerd via digitale kanalen
3. Utilities kunnen alleen overleven als ze aansprekende en relevante digitale
value added services aanbieden aan hun klanten
4. Business en cultuurchange zijn grotere challenges dan IT change om een
digitale transformatie te realiseren
5. Digital = Internet
Copyright © 2014 Accenture. All rights reserved.
30. Accenture Energy Consumer Services provides
customer care solutions for competitive energy
providers globally.
We help our clients to develop and implement full valuechain solutions that achieve three key business
imperatives: cost effectiveness, revenue assurance and
customer satisfaction. Through new energy customer
transformation, next generation customer solutions,
transformational outsourcing and asset-powered
services, we bring world-class industry-specific
management consulting, technology and business
process customer- care capabilities to our electricity, gas
and water clients.
How to increase customer satisfaction? What new valueadd products and services can be developed? How to
reduce pressure on operational costs? How the business
can be simplified? What path to define a medium- and
long-term customer care strategic vision?
We can help.
Accenture’s global New Energy Consumer program
delivers actionable insights on the trends and critical
competencies for the evolving energy marketplace. Our
New Energy Consumer research spans years of insights
into consumer needs and preferences: