N-1Evaluation Report
27 passages
Summary of Deliverable / Commitment Detail & Context Source 1 Initial Due by / Completed on Status Refer to Report on the review of marketing and communication efforts and its planned changes in the Year 4 Report Synapse recommended NS Pow...
AI summary The document outlines two key deliverables for NS Power's Year 4 Report: a review of marketing and communication efforts and an analysis of commercial class customer characteristics in the TVP pilot. The Board emphasizes the need for NS Power to communicate effectively with customers about bill savings and improve enrollment in peak load reduction programs.
Three Takeaways Time-Varying Pricing Rate Pilot participant satisfaction remains high. Overall participant satisfaction across both ToU and CPP is high, with just one in ten not being satisfied. Satisfaction with the Critical Peak Pricing...
AI summary Participant satisfaction in Time-Varying Pricing (TVP) pilots remains high, though understanding of billing is declining. Changes to the pilots may cause some participants to leave, even with additional incentives. The findings highlight challenges in communication and potential impacts of policy adjustments on participant retention.
Objectives Key Findings Measure residential customer opinions and experiences of the pilot - Overall Satsifaction: Two thirds of TVP participants remain satisfied (scores of 7-10) while just one in ten give low scores of 1-4. Participant s...
AI summary The analysis of the TVP and CPP pilot programs shows that two-thirds of participants remain satisfied, though satisfaction varies by region and income level. Billing clarity and communication effectiveness are key areas for improvement. Participants are changing energy behaviors, but only 30% have installed energy-efficient products since the pilot began.
Contact with Customer Care Centre Among the minority of participants contacting customer care, there has been a decrease in CPP participants looking for program details and an increase in CPP inquiries about billing/savings. ToU participan...
AI summary The text discusses changes in customer inquiries to NSP's Customer Care Centre regarding Time-Varying Pricing (TVP) programs. There has been a decrease in inquiries about program details and an increase in questions about billing and savings, particularly among CPP participants. TOU participants continue to have inquiries about savings and billing.
Satisfaction with Customer Care Experience The majority of participants who contacted the Customer Care Center indicate they were satisfied with their experience. Among the 272 participants who contacted the Customer Care Center, one in fi...
AI summary Most participants who contacted the Customer Care Center reported satisfaction with their experience, though one in five were left unsatisfied. Results are consistent with 2024 and across both pilots, with seven in ten offering top 4 box scores.
CPP and ToU participants are increasingly struggling to understand their bills and the impact of their participation in pilot programs. Findings show a continued downward trend across all statements related to bills for both ToU and CPP pa...
AI summary Participants in CPP and ToU programs are struggling to understand their bills and the impact of their participation in pilot programs. There has been a decline in agreement among participants that their bills are easy to understand and as expected, with CPP participants showing slightly better outcomes than ToU participants. Newer TVP participants also tend to lower overall scores due to limited experience with the plan.
HIGHLIGHTS: - Launched new rates branding - Optimized and enhanced website experience - Improved application process with Salesforce integrations - Advanced and targeted email strategy - Amplified customer reach & engagement with multi-cha...
AI summary The document highlights the implementation of new rates branding, website optimization, improved application processes, advanced email strategies, multi-channel outreach, and the introduction of reporting and analytics tools to enhance customer engagement and insights for future planning.
Tactics and Schedule\ - Email – October 22 – December 13 - Introduced Retargeting and Segmentation/Personalization - Paid Channels – October 21 – November 30, Extended until December 2 - Direct Mail Postcard - Digital Ads Social, Google/Bi...
AI summary The document outlines a marketing and engagement strategy for promoting Time-Varying Pricing (TVP) programs, including email campaigns, paid and owned media channels, internal communications, and earned media efforts. Tactics span from October to December, with a focus on segmentation, personalization, and customer onboarding.
MyAccount The majority of customers that participated in this online survey were e-billing customers. It is positive to note that e-bill customers express a high degree of satisfaction with the MyAccount experience, and almost all use it a...
AI summary The majority of MyAccount users are e-billing customers who are highly satisfied with the service. They typically access the account when receiving their bill and rarely log in more than once a month. Most users review their entire bill rather than just the amount due.
The majority of business customers surveyed are on e-billing and express a high level of satisfaction with the MyAccount experience. Like residential customers, it is not surprising that a majority of those surveyed are on e-billing as the...
AI summary The majority of business customers surveyed are on e-billing and express high satisfaction with the MyAccount experience. E-billing is more common among certain customer segments, and satisfaction varies based on location, business type, and building age.
Most commonly, one-half of customers only log into their MyAccount when they get their bill, while one-quarter log in monthly. It is comparatively much less common for customers to log in more than once a month. Results overall are similar...
AI summary The document highlights customer login behavior on MyAccount, noting that half of customers only log in when they receive their bill, while a quarter log in monthly. Regional and customer subgroup differences are also mentioned, with the western region and MURB/retail businesses showing distinct patterns.
Electricity Bill The majority of customers are more likely to review their bill thoroughly and keep track of trends, as opposed to simply paying the amount owed. Customers were presented a sliding scale and asked where their opinion lies b...
AI summary The majority of electricity customers (71%) thoroughly review their bills and track usage trends, while 22% only focus on the amount due. Businesses outside of Cape Breton, larger businesses, and those on paper billing are more likely to review their bills thoroughly.
Preferred Means of Learning More When learning about rate program information and program updates, email is by far the most preferred method of communication. For both rate program information and program updates including prices and progr...
AI summary The document highlights that customers prefer receiving rate program information and updates via email, with fewer preferring the Nova Scotia Power website, phone calls, or mail. Email is especially favored by e-billing customers and those in newer buildings, indicating a preference for proactive communication from NSP.
The vast majority of customers surveyed are on e-billing and express a high level of satisfaction with the MyAccount experience. It is not surprising that a majority of those surveyed are on e-billing as the survey was administered online...
AI summary The majority of surveyed customers use e-billing and are satisfied with the MyAccount experience. E-billing is more common among younger customers, while older and lower-income customers report higher satisfaction with the MyAccount platform.
Most commonly, customers only log into their MyAccount when they get their bill. Nearly one-half of e-billing customers indicate they only log into MyAccount when they receive their bill every two months. Meanwhile, two in ten log in once...
AI summary The text discusses customer behavior regarding logging into their MyAccount, indicating that nearly half only do so when they receive their bill every two months, with similar patterns across different customer subgroups.
Interest in Learning More Customers who express being interested in learning more before choosing between the two plans would most commonly like to see a cost breakdown of each option and better understand how each could save them money. O...
AI summary Customers interested in learning more about pricing programs want a cost breakdown and visual aids to understand how each plan could save them money. Nova Scotia Power plans to provide a savings calculator to help customers choose the right plan. These preferences are consistent across demographics, though some subgroups have small sample sizes.
When participating in a program, program updates would be most preferred by email. Similar to more general program updates, customers were asked how they would like to receive notifications on program changes, information on personal elect...
AI summary The text discusses customer preferences for receiving program updates, including notifications on program changes, electricity usage information, and tips to reduce consumption. The majority prefer email, while a smaller group prefers updates attached to their bill. E-bill customers are more likely to prefer email, whereas paper bill customers are more likely to prefer bill-attached updates.
Tactics and Schedule - Email October 22 – December 13 - Introduced Retargeting and Segmentation/Personalization - Paid Channels October 21 November 30, Extended until December 2 - Direct Mail Postcard - Digital Ads Social, Google/Bing Disp...
AI summary The document outlines a marketing and engagement strategy for a program, including email campaigns, paid and owned media channels, internal communications, earned media efforts, and customer onboarding and retention initiatives. The plan spans from October to December and includes tactics like retargeting, direct mail, digital ads, and web content updates.
HIGHLIGHTS: - Email generated 87% of new participants. - The decrease in Average Time on Landing page is small and likely due to content updates being more efficient for the reader. - Paid Search, Display, Reddit Ads outperformed industry...
AI summary The highlights indicate that email was highly effective in acquiring new participants, while content updates improved user engagement. Paid Search, Display, and Reddit Ads performed well above industry benchmarks, and Direct Mail continued to generate web traffic despite having the longest lifespan.
date. Residential YEAR 1 YEAR 2 YEAR 3 YEAR 4 Email YOY % Emails Recipients 43,280 19,489 112,089 355,035 217% ↑ Email Opens 21,778 10,855 71,011 215133 203% ↑ Open Rate 50% 56% 63% 68% 8% ↑ Total Clicks 5,004 4,120 14,817 40,845 176% ↑ Cl...
AI summary The document provides a detailed analysis of customer engagement metrics for a residential program over four years, highlighting significant increases in email recipients, email opens, and landing page views, along with improvements in open rates and conversion rates. However, there was a decline in average time spent on landing pages and a decrease in click-through rates for some digital advertising channels.
CHALLENGES - Canada Post Strike Limited ability to push larger batches of customer outreach due to Customer Care Centre focused on Canada Post campaign. Additionally, marketing could not complete any subsequent direct mail drops which prov...
AI summary The challenges include a Canada Post strike limiting customer outreach efforts and a delayed timeline for recruitment due to the extension of the Pilot for Year 4, which affected application numbers during the holiday season.
OPPORTUNITIES - SMB Recruitment Traditional marketing efforts showed inefficient for SMB recruitment. Conversations with trusted advisors (NS Power Commercial Advisors) proved to be the most effective tactic. - Channels & Timing Longer lea...
AI summary Traditional marketing for SMB recruitment was found to be inefficient, with trusted advisors proving more effective. Longer lead times and additional marketing channels are recommended to increase interest and applications.
Welcome Packages - Sent to over 8K customers - Focused on providing a value add with helpful tips and tricks to be successful on the plans. - A customer called in after receiving welcome package who just days before left the program. They...
AI summary Welcome packages were sent to over 8,000 customers to provide helpful tips and encourage program participation. A customer who had left the program expressed a desire to rejoin after receiving the welcome package, indicating it had a positive impact and improved their understanding of the program.
Application Communication - Automated emails sent from Salesforce kept customers informed on the status of their application and reduced application processing time for customer care - Integrations between TouchLogic and Salesforce for CPP...
AI summary The document discusses the use of automated emails from Salesforce and integrations between TouchLogic and Salesforce to improve customer communication and resolve issues related to CPP event and rate data. It also references an appendix on marketing tactics and results from the TVP Year Four Report.
Recruitment and Customer Outreach NS Power is currently working on the marketing and recruitment plan for the upcoming year. For Commercial and Business customers, we plan to enhance the strategic approach to get in front of the decision m...
AI summary NS Power is developing a marketing and recruitment plan for the upcoming year, focusing on enhancing strategies to reach decision-makers in the Commercial and Business customer segments through relevant channels.
• What we've learned: - The Commercial and Business customer journey requires a personalized approach with a longer timeline from to make the decision (more than 2 months). - There can be more than one decision maker, who value face-to-fac...
AI summary The Commercial and Business customer journey requires a personalized approach with a longer decision-making timeline (over 2 months), and involves multiple decision makers who value face-to-face conversations and cost savings.
Small Business Advocate (SBA) NS Power found that small business customers were more engaged (e.g., had higher click through rates) with email marketing efforts but also found that the conversations with customers (Slide 40) and Chamber of...
AI summary The document discusses engagement strategies with small business customers, noting that email marketing efforts had higher click-through rates. It also mentions conversations with customers and involvement with the Chamber of Commerce.