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Kundepreferanser innen
smarte løsninger og strøm
Frode Hvattum
Nordic Sustainability Services
Accenture
Copyright © 2012 Accenture All rights reserved.
Framtidens byer krever flere og integrerte smarte løsninger – som skaper verdi for innbyggere, selskaper og byen selv
2
Smart Building Management Smart
Mobility
Smart Electricity Grid
Smart Logistics
Smart Water Grid
Kraftselskaper (og andre selskap)
- Hva er teknologiens muligheter og utfordringer
- Hvordan forstå kundene bedre, og satse på riktige
produkter og tjenester, kanaler og kompetanse?
Innbyggere - Hva finnes av produkter og
tjenester som gjør hverdagen
enklere og bedre?
Myndighetene Hvordan sørge for
reguleringer og ordninger
som legger til rette for smarte
løsninger?
Copyright © 2012 Accenture All rights reserved. 3
Mer enn 10 000 sluttbrukere i
19 land
Utvalgte land representerer en
blanding av regulerte og
deregulerte markeder
30 minutters online
undersøkelse på lokale språk
I Norge deltok 500
respondenter på
undersøkelsen
Accenture har gjennomført en global undersøkelse for å forstå energibrukeres preferanser, inkludert Norge
Copyright © 2012 Accenture All rights reserved.
1. Forbrukeres preferanser knyttet til strøm og strømselskaper er i
endring, og mange forbrukere ønsker seg produkter og tjenester
utover det som tilbys i dag
2. Norske forbrukere er blant de minst betalingsvillige for ”premium”
strømprodukter
3. Norske kunder har en klar preferanse for web-basert samhandling
med sine strømselskaper
4. Sammenliknet med resten av verden, er nordmenn generelt fornøyd
med sitt strømselskap, og få har planer om å bytte
Hovedbudskap fra Accentures sluttbrukerundersøkelser
4
Copyright © 2012 Accenture All rights reserved.
1.
Forbrukeres preferanser knyttet til strøm
og strømselskaper er i endring, og
mange forbrukere ønsker seg produkter
og tjenester utover det som tilbys i dag
Budskap #1
5
Copyright © 2012 Accenture All rights reserved.
Kundene mottar idag et begrenset antall energi-relaterte produkter og tjenester fra sine strømleverandører …
6
Which of the following products and services do you currently receive from your
electricity provider?
Natural gas and/or water
Home energy audits/consultations to identify opportunities to save
electricity
Installation and/or maintenance services for home energy devices
(e.g., thermostat, furnace, water heater, air conditioner, major
home appliances, solar panels)
Products and materials to make simple improvements to your home
in order to save electricity
(e.g., weather stripping, compact fluorescent light bulbs)
Devices or services to automate home energy management based
on your preferences (e.g., remotely control and automate lighting,
heat in your home and some home appliances)
Home energy generation products (e.g., solar, geothermal, wind)
Warranty and/or financing plans for home energy devices
(e.g., furnace, water heater, air conditioner, major home
appliances, solar panels)
None of the above Base: All Norwegian respondents
82%
2%
3%
3%
4%
4%
5%
7%
Products and services currently received from electricity provider
Copyright © 2012 Accenture All rights reserved.
How interested are you in signing up for the following products and services if they
were offered by your electricity provider?
…men det er også stor interesse for å bli tilbudt andre typer tjenester
Natural gas and/or water
Home energy audits/consultations to identify opportunities to save
electricity
Installation and/or maintenance services for home energy devices
(e.g., thermostat, furnace, water heater, air conditioner, major
home appliances, solar panels)
Products and materials to make simple improvements to your home
in order to save electricity
(e.g., weather stripping, compact fluorescent light bulbs)
Devices or services to automate home energy management based
on your preferences (e.g., remotely control and automate lighting,
heat in your home and some home appliances)
Home energy generation products (e.g., solar, geothermal, wind)
Warranty and/or financing plans for home energy devices
(e.g., furnace, water heater, air conditioner, major home
appliances, solar panels)
Base: All Norwegian respondents
2%
3%
3%
4%
4%
5%
7%
Products and services currently received from electricity provider Interest in products and services provided by
electricity providers (very/somewhat)
58%
41%
49%
48%
49%
49%
32%
Base: Consumers who do not currently
receive the product and service from their
electricity provider 7
Copyright © 2012 Accenture All rights reserved. 8
Base: All Norwegian respondents
In addition to energy-related products and services, how interested would you be in
receiving the following from your electricity provider?
22% 17% 5%
30% 24% 6%
31% 23% 8%
43% 31% 12%
45% 27% 18%
Somewhat interested Very interested
Banking services
Insurance services
Telecommunications services
Home repair services
(e.g., television, internet, phone, mobile)
(e.g., home, auto, life)
(e.g., bank account, credit card, mortgage)
(e.g., electrician, plumber)
Home services (e.g., home security, video monitoring in your home)
Kundene er også interesserte i å bli tilbudt andre (ikke energirelaterte) tjenester fra sine strømleverandører
Copyright © 2012 Accenture All rights reserved. 9
Utility
Your retailer
21%
73%
23% Your phone or cable
provider
25%
Your online site (e.g.,
Amazon, Google)
22%
50%
54%
32%
When purchasing
electricity, and choosing pricing program:
When purchasing
energy-efficient products:
67%
26%
27%
29%
When retrieving
information on
electrical usage:
Considered providers of electricity and related products
For energi-relaterte kjøp er kundenes første innskytelse å vurdere kraftselskapene …
Kilde: Global undersøkelse fra 2011 - fokus Norden
Copyright © 2012 Accenture All rights reserved.
… men kan også tenke seg å vurdere andre typer tilbydere når de blir gjort oppmerksomme på muligheten
10
Online sites: 45%
Retailers: 59%
Telecom providers: 49%
Kilde: Global undersøkelse fra 2011 - fokus Norden
Copyright © 2012 Accenture All rights reserved.
2.
Norske forbrukere er blant de
med minst betalingsvilje for
”premium” strømprodukter
Budskap #2
11
Copyright © 2012 Accenture All rights reserved. 12
Which of the following products/services would you expect a “premium electricity
service” to include?
Mentioned in top three
Personalized energy reports and tools that help me to understand and
manage my electricity usage
(e.g., electricity used per appliance)
Greater mix of renewable energy sources (e.g., wind, solar, etc.)
Availability of home energy generation products
(e.g., solar, geothermal, wind)
Improved service priority (e.g., shorter wait times when calling your electricity provider)
Availability of additional programs and technologies (e.g., home automation service, home energy audit, annual heating/cooling
maintenance plan, etc.)
Access to a personal energy advisor (e.g., personal advice on decreasing costs, seasonal maintenance reminders,
proactive contact when bill increases)
Multiple billing and payment options (e.g., choice of billing dates, ability to pay by credit card, etc.)
Base: All Norwegian respondents
32%
34%
35%
36%
39%
50%
55%
Kundene forventer at “premium elektrisitetsløsninger” inkluderer
et bredt spenn av produkter og tjenester
Copyright © 2012 Accenture All rights reserved. 13
Would you be willing to pay a premium for your electricity in order to receive these
additional products/services?
SE
23%
ES
3%
17%
BE
4%
2%
26% 21%
AU DE
43%
16%
5%
FR
16% 21%
IT
2%
17%
1%
1%
1%
28%
21%
AVG CA
47%
19%
49%
5%
UK
15% 19%
DK
3%
15%
3%
46%
NO
2%
NL
37%
JP
3%
2% 29%
USA
2%
SG
6%
KR
5%
ZA
11%
BR
18%
CN
20%
Yes, certainly
Yes, probably
Base: All respondents
Kundenes villighet til å betale mer for premiumtjenester er svært lav i Norge sammenlignet med resten av verden
Copyright © 2012 Accenture All rights reserved.
3.
Norske kunder har en klar preferanse
for web-basert samhandling med
sine strømselskaper
Budskap #3
14
Copyright © 2012 Accenture All rights reserved. 15
*Only in deregulated markets
Base: All Norwegian respondents
Please select your preferred method of interaction with your electricity provider for
the following events
Receive bill Pay bill Learn about
new home
energy
services
Learn about
new energy
packages
Get outage
information
Change your
address/move
Switch to a
new
electricity
provider*
Sign-up for
new
electricity
packages
and services
Resolve
issues (e.g.,
billing issues)
16%
2%
82%
7%
85%
6%
2%
15%
59%
3%
8%
15%
13%
61%
2%
10%
14%
35%
46%
19%
3%
9%
73%
4%
11%
11%
62%
4%
17%
6%
16%
1%
44%
3%
10%
26%
48%
7%
42%
3%
Low touch channels
High touch channels
Paper mail
Sms/text message
Web-enabled channels
Online chat
Over the telephone
In person (e.g., at your home
or in a store)
Web-baserte kanaler er foretrukne blant kundene for alle typer interaksjon med strømtilbyderne
Copyright © 2012 Accenture All rights reserved.
4.
Sammenliknet med resten av verden, er
nordmenn generelt fornøyd med sitt
strømselskap, og få har planer om å bytte
Budskap #4
16
Copyright © 2012 Accenture All rights reserved. 17
What is your level of satisfaction with your current electricity provider?
21%
CA
23%
USA
29%
NL
24%
NO
22%
JP
39%
6%
ZA
41%
6%
61%
KR
46%
7%
43%
SG
21%
8%
43%
ES
23%
9%
44%
IT
10%
41%
AVG
32%
18%
43%
BE
12%
43%
BR
21%
42%
CN
15%
39%
SE
24%
37%
DK
23%
46%
AU
20%
38%
DE
21%
47%
FR
22%
41%
UK
Very satisfied
Satisfied
Base: All respondents
2 av 3 kunder i Norge er fornøyd, eller svært fornøyd, med sin nåværende strømleverandør
Copyright © 2012 Accenture All rights reserved. 18
Are you considering switching to another electricity provider in the next 12 months?
4%
3%
CA*
9%
9%
KR
15%
4%
NO
12%
7%
USA*
12%
8%
11%
14%
DK
13%
11%
NL
14%
11%
SE
13%
12%
ES
17%
9%
UK
12%
14%
AU
16%
11%
FR
20%
8%
BE
15%
IT DE
16%
19%
AVG
16%
Probably switch
Certainly switch
*Note: includes only deregulated states and/or provinces
Base: Respondents in deregulated markets only
Relativt få av de norske kundene sier de vurderer å skifte strømleverandør i løpet av det neste året
Copyright © 2012 Accenture All rights reserved. 19
What factors would motivate you to switch to a new electricity provider?
Mentioned in top three
Base: Respondents in deregulated markets only - Norway
Better payment options 19%
Better loyalty rewards program 27%
Better customer service/support 28%
Provides renewable energy options (e.g., wind, solar, etc.)
33%
Product and service bundles that better suit my needs
(e.g., bundle natural gas, home phone, internet, home energy audit, etc.) 33%
Rate plans that better suit my needs (e.g., fixed price, reduced price in evenings, etc.)
59%
Reduced electricity bill 90%
Den klart viktigste faktoren for å vurdere nye leverandører er muligheten for å redusere strømregningen sin
Copyright © 2012 Accenture All rights reserved.
1. Informasjon om kundenes
energibruk blir stadig viktigere
2. Nye produkter og tjenester må
skreddersys de riktige kundesegmentene
3. “Kunden” blir redefinert 4. Kraftleverandørenes forretnings-
modeller blir utfordret
Innsikten fra undersøkelsen kan oppsummeres i fire viktige implikasjoner for aktørene i kraftmarkedet
20
Copyright © 2012 Accenture All rights reserved.
Framtidens byer krever flere og integrerte smarte løsninger – som skaper verdi for innbyggere, selskaper og byen selv
21
Smart Building Management Smart
Mobility
Smart Electricity Grid
Smart Logistics
Smart Water Grid
Kraftselskaper (og andre selskap)
- Hva er teknologiens muligheter og utfordringer
- Hvordan forstå kundene bedre, og satse på riktig
produkter og tjenester, kanaler og kompetansen?
Innbyggere - Hva finnes av produkter og
tjenester som gjør hverdagen
enklere og bedre?
Myndighetene Hvordan sørge for
reguleringer og ordninger
som legger til rette for smarte
løsninger?