Implementing NAP

Communicating with Consumers

Trends to Inform NAP

•Observable patterns

•Reproducible results

•Applicable to related contexts

•Can be localized for distinct populations

Sources

• Accenture and Harris Interactive

• Boston Consulting Group

• Burson-Marsteller; Penn, Schoen & Berland

• EcoAlign

• GE Energy Services and StrategyOne

• IBM Institute for Business Value

• IDEO and SCE

Common Findings•Distinct pattern of consumer

motivations though % mix varies regionally

•Most consumers don’t fully understand the Smart Grid or what value it will deliver

•Consumers want more education

•“Demand response” is not a meaningful or positive term

Distinct Motivational Types

Different Labels, Similar Ideas

Six consumer segments have been identified according to their preferences for the different components of electricity management programs.

Motivation on the Use of New Technologies/Participation in New

Energy Programs

Attitudes Align with Intent

Many see changes to their energy consumption – or lack thereof – as fundamentally against their rights as

Americans

DR Lacks Positive Meaning

Topic 1What does the current research tell us about the range of customer motivations and likely adoptions patterns?

What extrapolations are reasonable?

What additional research will allow the NAP to have the greatest contribution to consumers and those trying to education and engage with them?

Topic 2Historically, utilities could be said to have relied on one-way promotions, silo messaging, and emphasis on mass media. 

How might a two-way communication mindset, integrated vision narratives, and targeted and automated vehicles advance the success of customer education and outreach programs? Are there other approaches that should be tried?

Topic 3The NAP envisions an ecosystem of coalitions and stakeholders who will serve as channels for virally distributing key concepts and collecting shared resources.

With members accustomed to cooperating with each other, how can we leverage that mindset to move the plan forward, reduce risk, and avoid pitfalls as the industry experiments with new ways of interacting with customers?