美國的公共事業客戶參與標竿：社群媒體&行動應用程式

智慧型電網投資、社群媒體及行動應用程式提供公共事業客戶參與改善的新工具。同時、同客戶增加能源費用削減機會一樣、能期待更快速、更有效率的服務。很多公共事業企業成功使用社群媒體改善參與。目前的行動應用程式服務雖然仍在發展途中、但提供公共事業最大的可能性。

本報告書內容是針對美國的公共事業企業的客戶參與進行調查、社群媒體和行動應用程式在客戶參與所扮演的角色、使用社群媒體、行動應用程式成功的公共事業企業、、以及促進客戶參與的遊戲化及其他社群媒體服務的使用方法等分析、概述如下。

第1章 介紹

• 提升客戶參與重要性
• 智慧型電網、哪一種客戶最可能參與呢？
• 社群媒體和行動應用程式、哪一種客戶最可能參與呢？

第2章 社群媒體的角色

• 社群媒體如何利用客戶參與來進行改善呢？
• 使用最上手的社群媒體是哪一個公共事業呢？

第3章 行動應用程式的角色

• 公共事業如何使用行動應用程式呢？
• 擁有最好的行動服務是哪一個公共事業呢？
• 主要的第三方行動服務供應商呢？

第4章 結論

第5章 附錄

• 整體社群媒體及行動應用程式公共事業的排行
• 詳細的公共事業社群媒體統計
• 本調查對象的企業清冊
• 用語

圖表

The combination of smart grid investments, social media and mobile apps have given utilities a host of new tools to improve their customer engagement. At the same time, customers now expect faster, more efficient service, as well as increased opportunities to reduce their energy bills. Most utilities are already successfully using social media to improve engagement-utilities now regularly tweet outage alerts, energy savings tips, and customer responses to thousands of followers. Mobile app services are currently less developed, but will offer greater potential for utilities.

Highest and lowest % of engaged customers on Twitter
and Facebook amon leading US utilities

Source: Northeast Group

Several third-party mobile apps already let customers remotely manage thermostats and other home appliances and compare electricity consumption across time periods and with friends and neighbors.

Utility customer response statics on Twitter

Source: Northeast Group

As utilities begin to take advantage of the data available from smart meter investments, they can offer customers personalized services through mobile devices that clearly show the benefits of smart grid. Some utilities have done a poor job of showing the benefits from smart grid in a way that customers can understand. Customers with smart meters expect to save energy (and money), but have few other clear expectations. Social media and especially mobile apps can serve as a key delivery mechanism. The results of Northeast Group's benchmark of the 50 largest US utilities show that they understand this challenge, but that these services are still relatively new, and have widely varying quality. Utilities can learn from the industry leaders--as well as third-party vendors with more advanced apps--to ensure that social media, mobile apps, and smart grid bring not just greater opportunities for utilities, but greater benefits for customers.

Overall utility social media and mobile apps scoring

Source: Northeast Group

Key questions answered in this study:

• Which US utilities are best at using social media and mobile apps to improve customer engagement?
• Which US utilities have the best social media response times and usage rates?
• Who are the leading third-party mobile app developers?
• Which US utilities currently have mobile apps and which have developed mobile websites?
• How will utilities use gamification and other social media service to encourage greater customer engagement?

Table of Contents

i. Executive summary

ii. Methodology

1. Introduction

• 1.1. The rising importance of customer engagement
• 1.2. How does smart grid enable customer engagement?
• 1.3. How do social media and mobile apps enable customer engagement?

2. The role of social media

• 2.1. How is social media used to improve customer engagement?
• 2.2. Which utilities use social media best?

3. The role of mobile apps

• 3.1. How are utilities using mobile apps?
• 3.2. Which utilities have the best mobile services?
• 3.3. Who are the leading third-party mobile service providers?

4. Conclusion

5. Appendix

• 5.1. Full social media and mobile app utility rankings
• 5.2. Detailed utility social media statistics
• 5.3. List of companies covered in this study
• 5.4. List of acronyms

List of Figures, Boxes, and Tables

• Social Media & Mobile Apps Benchmark: Key Takeaways
• Overall utility social media and mobile apps scoring
• Top utilities for social media and mobile services
• Figure 1.1: Smart grid value chain
• Figure 1.2: Customer response to smart grid deployments
• Figure 1.3 Customer expectations from smart meter deployments
• Figure 1.4: How do utilities expect customers to contact them?
• Figure 1.5 Customer preference for utility contact
• Figure 1.6 Customer interaction on Twitter
• Figure 1.7 Utility customer response statistics on Twitter
• Figure 1.8 Importance to customers of utility contact
• Table 1.1: How utilities can deliver smart grid benefits to customers
• Table 1.2: How social media and mobile apps can improve customer engagement
• Table 1.3: Where do utilities currently rate in terms of development?
• Figure 2.1 Average weekly number of tweets per category across 50 top utilities
• Figure 2.2 Twitter and Facebook engagement among leading US utilities
• Figure 2.3 Highest number of Twitter followers as % of total customers
• Figure 2.4 Lowest number of Twitter followers as % of total customers
• Table 2.1: Most "talked about" utilities on Facebook
• Figure 2.5 Highest number of Facebook "likes" as % of total customers
• Figure 2.6 Lowest number of Facebook "likes" as % of total customers
• Figure 2.7 Top utilities for social media quality
• Figure 2.8 Lowest ranking utilities for social media quality
• Figure 2.9: Correlation between weather and Twitter activity
• Table 2.2: Comparison of social media activity at MLGW with and without storms
• Table 2.3: Social media activity of utilities in states with severe weather
• Figure 2.10: Overall utility social media scoring
• Table 3.1: Transactional vs. interactive mobile apps
• Table 3.2: Top utilities for mobile services
• Figure 3.1: Overall utility social media and mobile apps scoring
• Table 3.3: Top utilities for social media and mobile services