Public Power - July/August 2008 - (Page 45)

HOMETOWN CONNECTIONS Designing Utility Programs with Opinion Data from Customers and Employees By Susan Ryba Commiopinion measuring custted to tomer on a regular basis, Idaho Falls Power is preparing to conduct its fourth telephone survey of residential customers. Focused primarily on gathering baseline measurements, the earlier surveys assessed the utility’s performance through “how are we doing” or more general customer satisfaction questions. Now, Idaho Falls Power is adding questions that test customers’ reactions to green energy initiatives and other specific programs and activities. The utility is joining the long list of public power utilities gathering opinion data with SDS Research of Salt Lake City. A Hometown Connections partner since 1999, SDS Research offers APPA members discounted pricing and expertise in customer, employee and market research for public power. The firm has conducted research projects for more than 230 public power communities in 34 states. “It is very easy for us to tweak and change the questions in our surveys because SDS Research knows the ins and outs of our particular utility,” said Van Ashton, customer service manager for Idaho Falls. “For instance, the firm understands that our City Council members have an interest in energy efficiency and renewable projects and is able to design questions that capture data that directly address these priorities.” In addition, Ashton and his team value the procedure www.APPAnet.org through which the SDS Research agents conduct the telephone survey and report customer complaints or problems to the utility staff for immediate action. “This ‘ALERT Program’ alone is nearly worth the entire fee for the survey,” said Ashton. “Our customers are very impressed SDS Research conducted the focus groups by videotaping the sessions for the utility staff to view later. “A little camera shy for the first few minutes, the customers grew comfortable and enthusiastic very quickly. As a result, the focus groups enabled the customers to tell us in their own words what they know search is more than fair, and the principals are true public power professionals,” Haacke said. “Their in-person presentations and written reports are very thorough and valuable.” In the future, Murray City Power will alternate the use of telephone surveys and focus groups. After a board member heard a presentation at an APPA conference on the benefits of employee surveys, the Oakdale, Calif., Irrigation District engaged SDS Research to conduct a written survey asking employees their opinions on Written surveys invite employees to give honest, confidential, and constructive input about their concerns, needs and interests. when we contact them right away if they express a concern to an agent.” SDS Research also conducts employee surveys and focus groups. Written surveys invite employees to give honest, confidential, and constructive input about their concerns, needs and interests. Focus groups capture in-depth feedback on how the community perceives the utility. Murray City Power in Utah recently asked SDS Research to conduct focus groups for residential and commercial customers. SDS Research invited these customers to participate, while offering a $50 stipend. “Many of our customers, particularly our commercial accounts, declined the stipend or asked us to donate the fee to charity. They were pleased for the opportunity to speak with us directly about their interests and issues,” said Dan Stireman, Murray City’s energy services manager. about green power and what they think about our new green power programming ideas,” said Blaine Haacke, Murray City’s general manager. Murray City Power will soon decide on several renewable energy initiatives, such as giving customers the option to buy premium-priced blocks of green power. “We wanted to find out precisely what customers know about an array of green power options, such as burning methane captured from landfills and how much they may be willing to pay for renewable energy,” Haacke said. “The focus group sessions captured the tone of voice and emotional reactions of our customers far better than any written report could. We were pleasantly surprised by how familiar our customers are with green energy options, and we’re looking at solar, wind, and geothermal energy projects as a result.” “The pricing from SDS Revarious workplace issues. “We talked with other APPA members who have worked with the firm and felt very comfortable with the capabilities of the SDS Research team,” said Steve Knell, Oakdale’s general manager. “In addition, their fee was very reasonable.” The survey revealed employee desire to improve communications within the organization. “Our employees feel left out and isolated about the business activities of our organization,” Knell said. “We are reviewing the feedback from our employees and will work with them to determine how best to address their concerns.” ❚ Susan Ryba handles marketing for Hometown Connections. JULY-AUGUST 2008 45 http://www.APPAnet.org

Table of Contents Feed for the Digital Edition of Public Power - July/August 2008

Public Power- July/August 2008 Contents Perspective 10 Questions Solar Energy Rising Sacramento's Solar Shares Gainesville Crowns a Conservation Idol By the Numbers Curbing Costs of Outages Reliability Green Energy Hometown Connections Customer Service Parting Shot

Public Power - July/August 2008

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