Successful Strategies and the Ones That Got Away Reaching Small Business Customers
© 2011San Diego Gas & Electric Company. All copyright and trademark rights reserved.
Brandi Turner Energy Innovation Center Manager
E Source Forum 2014 September 29–October 2, 2014
What’s impacting our SMB customers…
General Rate Case Costs
2013 & 2014 Small Commercial Class Average Rate Changes
Combine that and what do you get?
18.2
19.6 20.3 20.1 20.1
21.2
22.8
23.8
1415161718192021222324
Cent
s/kW
h
31%
Marketing Drivers
• Changing rate structures and rate increases create urgency to provide the best solution to customers.
• Solutions fall into two categories:
Pricing Plan Options Integrated Demand-Side Management Options
Business Customer Marketing Goals
Rate & Bill Education
• Informed customers • Provide tools and info for a
positive customer experience
Solutions Education & Awareness • Highlight benefits of our integrated
energy solutions
Solutions Enrollment
• Participation in prioritized offerings: – Programs – Services – Tools – Pricing plans
Create awareness of Customer Solutions
Drive enrollment in Customer Solutions
Prepare customers for pricing changes & time-of-use pricing
Bundled Business Solutions
The “4” in Good 4 Biz represents the four solution bundles that comprise the bulk of our programs, tools, and services for businesses:
1 - Expert Help 2 - Personalized Tools 3 - Financial Incentives 4 - Billing Options
Power Behind the Promise
SMB Team
Outreach Advisors
Energy Innovation Center Call Centers
On-Site Auditors
The Big Idea…
• Direct Marketing & AE Communications • Outreach Events & Presentations • Website & Social Media • Business Seminar Series & Workshops • Bill Packages • PR
• Mass Media (TV, Online, Print ) • Energy Rates & Solutions Webinars • Energy Showcase Expo & Energy Solutions Center • Business Association Collaboration Packages • Targeted Offers with Personal Follow-up • Customer Recognition & Reward
Rate & Bill Education Execution
Solutions Education & Awareness Execution
Solutions Enrollment Execution
Questions?
