Webinar: Customer Engagement: All Motivation is Local

Presented by the Demand Response Coordinating Committee (DRCC)
Friday, November 05, 2020
1:00pm – 2:30pm EST

View the recording of this Webinar

Webinar Description:
Observable and consistent patterns of residential consumer motivations have been validated by international and national research studies by credible organizations. To be actionable, however, those patterns must be understood and evaluated at the local level. Utilities and service providers can leverage that information to design studies that measure the mix in their own service areas. Gender and generational distinctions are appearing and they should be measured as well. These patterns and others even relate to C&I customers. 
How can stakeholders build on an awareness of local preferences to inform the way outreach programs are developed and materials tested? 

What you will take away from this Webinar:

  • An understanding of the principles of customer segmentation
  • How this segmentation approach is different from the standard demographic profiles commonly in use today in the utility industry
  • How segmentation studies are designed and conducted
  • What regional variances can be expected and embraced 
  • What utilities can do to localize these studies within their service territories
  • What an orthogonal view is and why you should understand the concept even if you are not a member of the research team
  • What gender and generational differences are starting to appear in new research
  • How other industries have been successful in mapping segments to targeted messages and outreach programs

Trevor F. Lauer, Vice President, Marketing and Renewables, DTE Energy 
Jamie Wimberley, President, EcoAlign 
Linda Dethman, Principal, The Cadmus Group
Kris Bowring, Senior Director, Best Buy

Judith Schwartz, To the Point

For more information: 
Jenny Cross, Program Coordinator, DRCC 
[email protected]

Demand Response Coordinating Committee (DRCC)

The DRCC is a 501(c)3 non-profit organization dedicated to the development and exchange of information and expertise about demand response and smart grid. More on the DRCC can be found atwww.demandresponsecommittee.org.

Members of the DRCC include Ameren, American Electric Power, Arizona Public Service, CPower, ISO New England, Itron, Landis+Gyr, Midwest ISO, National Grid, NYSERDA, Pacific Gas & Electric, PJM Interconnection, Progress Energy, Salt River Project, San Diego Gas & Electric, Southern California Edison, Southern Company, Tennessee Valley Authority, and Wal-Mart.

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