How online energy audits will take your CRM/DSM platform to the next level

WRITTEN BY ANGELICA PEREIRA ∙ TORONTO, ONTARIO

Integrated online energy audits are the key to a CRM/DSM system. Period.

CRMs are an effective customer retention tool , and they are being used by organizations in every industry. Most utility DSM programs have clear goals: conversion rates and cost effectiveness. DSM is just a phase in the customer engagement lifecycle of every utility customer. However CRM/DSM integrations can help Program Managers track regulatory compliance, marketing efforts, vendor progress, application submissions and overall program execution. This integration can help utilities improve their processes, hold teams accountable and gather data for their filings. 

The first step to saving energy is understanding your energy consumption and analyzing the energy audit report. A successful CRM needs to provide an analysis of every captured data point, recognize the customer’s unique needs, influence their behaviour and consequently reduce their energy consumption. 

Integrating the energy audit with the CRM will boost customer delight, clear the paperwork off of the desks of Program Managers and support utilities in delivering unique, relevant programs. 

Analysing Captured Data

An online energy audit integrated into a CRM system can capture data in two ways: 

1. The customer or the assigned auditor/contractor records energy data using the online energy audit. 

2. Machine learning and artificial intelligence captures the customers' required energy data and brings it into the software.  

Knowledge is power. But it’s what you do with that knowledge that is most important. Once the correct data is captured, a clear pathway to save energy is made available through an energy audit report to both the client and the utility. The best part is that all of these insights are fully integrated with the CRM database.

The amount of data captured will continue to increase over time. 1.7MB of data is captured every second for every person on earth, and utilities need to be able to turn raw data into useful insights for their customers. By using the  data available at their fingertips, utilities will be able to help their customers make more informed decisions about the energy usage in their home or businesses. 

Analysis of captured data can also be used to:

1. Predict future behaviour using historical data

2. Establish sequences of activities and the order in which they happen

3. Identify combinations of measures and activities that take place in a customers home or business

4. Create detailed customer personas 

Utilities can report on energy usage, create program workflows and marketing automations based on their customer personas as well as customize their messaging for each persona based on the data insights captured in their CRM.

If predictive analytics can lower inventory costs for the retail industry, why can’t it help utilities reduce their Transmission and Distribution costs? 

Understanding Customer Needs

Not all customers have the same energy requirements or present the same opportunities for the utility. Data captured by the audit can be organized as per the utilities requirements and can be accessed by a Program Manager at any time. Information captured by the CRM provides Program Managers and Customer Service Representatives with actionable data that will enhance the customers experience.

When a CRM is integrated with an online energy audit, customers are engaging with the utility through the front-end online audit and with the back-end CRM/DSM system. This effectively allows a utility to provide customers with what they need, exactly when they need it. For customers, it unleashes the power of data analytics to help them make better everyday decisions. As is expected in countless other sectors, utilities must prove to their customers that they have anticipated their needs, expectations and desires during each part of their journey. By the end of the process, customers should be converted into brand advocates. 

Customers always remember bad customer service experiences. With instant access to customer data, support teams can instantly resolve problems and improve customer satisfaction. Knowing your customers is made easy by pairing your CRM  with the data insights generated during an online energy audit. 

Customers are demanding a more personalized approach from their service providers and utilities need to jump on the bandwagon. The information a utility has about their customers energy usage, habits, equipment and building structure can be used to drive real impact in a customer’s home or business. 

With an integrated energy audit/CRM system, utility marketing leads can immediately generate an indication of potential energy savings. Marketing performance doesn’t have to be a lagging indicator of program success. Energy audits allow it to be a leading indicator in truly understanding every customer’s reality. 

By demonstrating their knowledge of their customer, utilities can reinforce their strong commitment to customer satisfaction and secure loyalty. Utility companies should play to their strengths to build and expand trust amongst customers. 

Influence Behaviour

Energy consumption behaviour is complex and not always rational. Utilities are well aware that giving away free products does not necessarily translate to actionable changes in customer’s homes. By leveraging the data at their fingertips and using strong, informed messaging, utilities can improve their customer’s everyday lives, identify future needs and build trust over time. 

The data from the online audit, integrated with the customer history in the CRM, allows the utility to generate personalized lists of program recommendations and send them to customers automatically - at the moment in time when they need it most. This removes the barrier of searching for rebates on the utility website, and allows customers to immediately see the rebates most likely to benefit them. 

The addition of an energy audit also allows for effective targeting for new program measures. Data on building characteristics highlights what upgrades are needed across the service area, giving utilities the power to target the right buildings with the right measures.

Customers are more likely to take action when they see the need for an upgrade.  They’re most likely to participate in a program when they see the monetary savings paired with the associated incentives, all in one place. Advanced audit systems can effectively track program performance by capturing  claimed savings for all program measures, at the point of application of incentive.

A CRM is a critical tool in improving utility customer experience and managing DSM programs. When supplemented with a front-end energy audit, they can help utilities drive program participation, engage customers and manage programs. There is no better time to take your CRM/DSM platform to the next level. Are you ready to make the change?