Thanksgiving recipe for driving more smart grid consumer enrollments

By Patty Durand

SGCC Executive Director

On Thanksgiving Day, consumers across the nation will be thinking about all the people, events and things for which they are most thankful.  Yet, how many will include reliable, and affordable energy on their list?  Perhaps no one - but imagine the panic that would ensue on Thanksgiving Day without it.

In keeping with our mission to promote consumer awareness and understanding of the smart grid, the Smart Grid Consumer Collaborative (SGCC) conducted research and analyzed many of the top consumer engagement programs across the country. The Excellence in Consumer Engagement research helps the industry gain critical perspective on which ground-level messages, programs and incentives have been successful in encouraging customer enrollment.

So, what can utilities do to help drive successful enrollments in smart grid programs?  

Communicate relevant benefits

After three years of belt tightening, many consumers think differently about their purchases, paying only for the benefits that they really want. These days saving money is not only smart, but chic.  AMI messages about “saving money” show the greatest appeal in driving program enrollment.  For example, AEP Ohio found that messages about saving money received a “much better response” across all AMI pilots than those about environmental or social benefits.  Similarly, Arizona Public Service also concludes that cost savings “always” resonates.

Keep messages and programs simple

Customers are more likely to respond if smart grid programs are presented in a basic and simple way.  For example, Sacramento Municipal Utility District used a simple tagline “Save today, save tomorrow” to market their smart grid program, while Wright-Hennepin Electric used “save money and energy with MyMeter” which generated a 15% participation rate.

It is easier to communicate these messages if the programs themselves are also uncomplicated.  When Salt River Project expanded their pricing program to include a simpler rate option without seasonal variations, 86% of new enrollees opted to this more basic program.  In contrast, customers reported that they found San Diego Gas & Electric’s four-option DLC program confusing, preferring a less complex program design.  Likewise, Arizona Public Service found slower uptake on their three-tier TOU rate relative to their historical two-tiered rate. 

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