Are your energy efficiency programs meeting goals and expectations? In the design, implementation and management of energy efficiency programs goals and strategy must be evaluated from two perspectives:
- Customer Goals and Expectations
- Utility Goals and Expectations
A well-designed energy efficiency program strategy is productive and results-driven for both the utility and the customers it serves. To meet program goals and expectations utilities must develop an effective marketing and communication strategy with both perspectives in mind. Develop lead generation, survey and sign-up strategies to engage and connect the communities you serve to available energy efficiency programs.
In this three part blog series we will cover call center lead generation, survey, and sign-up strategies from the perspective of customers and utility providers.
Energy Efficiency Program Strategy: Call Center Lead Generation Essentials
Program Launch and Sustained Growth
Leads for energy efficiency programs are vital to the launch and sustained growth of energy efficiency programs. Utility representatives can connect with customers over the phone to drive program participation and build a personal connection to the communities you serve.
For some customers, connecting over the phone is a convenient and preferred method for opting into energy efficiency programs. Customers deal with a barrage of emails, advertisements and tasks in a single day. Connecting over the phone with your customers, at a time that is convenient for them, can be a meaningful way to communicate program benefits and build a personal connection with your customers. Call center lead generation can break through the clutter and allow customers to engage in meaningful and personal conversations about the value of energy efficiency.
For utilities, call center lead generation connects utilities to the customer voice. Listening to customer questions and interests is vital to effective program communications and maintaining customer expectations, especially in the early phases of an energy efficiency program. Call center staff can uncover common questions or points of confusion during early phases of an energy efficiency program, driving improved program communications and design long-term.
Be Punctual
Leads generated online, through social media campaigns and website promotions, must be responded to quickly. Customers who take the time to inform you about their program needs through contact forms are looking to build a connection and take energy efficiency action today.
To customers, the amount of time it takes to receive a response and the nature of the connection made by their utility indicates how their time and participation is valued. Delayed response to program interest gives your customers time to weigh alternative options, especially for programs associated with a participation cost. Customers are looking for a prompt response to their energy efficiency program interests and needs.
For utilities, providing punctual response to program interest and customer questions is critical to customer service and organizational efficiency. Aging customer leads for energy efficiency programs can impact program participation rates and the success of other energy efficiency programs. Promptly connecting to energy efficiency program leads reflects customer care and the importance of energy efficiency to the organization.
Establish Genuine Connections
Don’t lose your personality. Customers are looking to build a personal connection, especially when the topic is as personal as the place they call home. Utilities that establish and build a genuine connection with the communities they serve benefit from improved customer satisfaction and positive brand association.
For customers a genuine connection means their utility is someone they can trust and depend on. Customers look to connect with utility representatives that can effectively communicate program benefits, provide knowledgeable feedback and honestly answer energy efficiency questions.
For utilities, utility representatives should be well versed in more than the program they are discussing with customers. Utility representatives must also be prepared for residential energy efficiency questions and be able to address the concerns of customers. Be sure your call center staff have a well-rounded knowledge of residential energy efficiency to support your energy efficiency leadership in the communities you serve.
Looking to develop a communication and marketing strategy that is results-driven for your energy efficiency programs? Energy Resources can help you design, implement and manage communication strategies that address customer and utility perspectives. Learn more about our lead generation, survey & sign-up solutions.
Sam Zastrow
Low-Income Market and Online Marketing Manger
(612) 860-0887
I actually enjoyed reading through this posting.Many thanks.
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