ELECTRIC ENERGY | Spring 2020 - 16

CUSTOMER
EXPERIENCE

AND TARGET SEGMENTATION
FOR UTILITY SOLUTIONS

H

OMEOWNERS TODAY HAVE TO wade through seemingly never-ending information sources about energy
efficiency. Google, Reddit and others can cause information overload. Omaha Public Power District
sought to develop a "one-stop" solution to help homeowners make their home more efficient with
regular, trusted updates based on information their customers said they wanted.
To help homeowners seeking information to optimize their home's efficiency, OPPD developed its
Energy Efficiency Education website. The site serves as the one trusted place OPPD customers can get information and how-to's to make their home as efficient as possible to lower their energy usage and their utility bills.
The utility used customer experience and target market segmentation to build the solutions and resources
their customers want. It started with OPPD's Product Development and Customer Experience team asking
customers to join them to map customer journeys, understand what they want from their energy partner, and
gather needs to help shape the direction of the design, architecture and content OPPD would develop for the
new energy-efficiency web pages.
The combination of primary and secondary research was used to determine the target markets these pages
would primarily serve. That determination also informed design and content variations through different mediums.
The launch of the new Energy Efficiency website targeted three segments: retirement-aged homeowners
and renters, growing families and middle-aged tech enthusiasts who want to improve their home's efficiency
to save them money.
The content was developed with the following segments in mind:
Segment

Key Attributes

Growing Families

Age: 27-35; Income: Low-Low/Medium; Social Drivers: Saving money because of
tight family budgets; if not on a level payment plan there is a higher seasonal need
in the summer.

Middle Aged Tech
Enthusiasts

Age: 35-44; Income: Median; Social Drivers: Saving related to technology; if not on a
level payment plan there is a higher seasonal need in the summer.

Retirement Age

Age: 60+; Income: Fixed Retirement; Social Drivers: Saving money on a fixed
income; if not on a level payment plan there is a higher seasonal need in
the summer.

The website that was developed included new and engaging navigation. The main page of the Energy
Efficiency section includes an interactive house in which different rooms change colors as you hover over them.
When you select a room, information about energy savings relevant to that section of the house appears to
the right. Additionally, the full list of tips for that area moves up to appear first on the page.
As you select different areas of the house, this information changes accordingly. The remainder of the pages
were designed and developed to be informative, interactive, engaging, modern-looking and well-branded.
Drop-down selections that expand with more info when chosen help make information easy to find and
informative without being overwhelming with large amounts of content.
16  ELECTRIC ENERGY | SPRING 2020



ELECTRIC ENERGY | Spring 2020

Table of Contents for the Digital Edition of ELECTRIC ENERGY | Spring 2020

Letter from the 2019-2020 RMEL President
Letter from the Executive Director
RMEL Board of Directors
The Future of Customer Experience in the Energy Industry
Customer Experience and Target Segmentation for Utility Solutions
Data as a Tool for Utility Customers
Intelligence at the Edge: Addressing the New Challenges and New Opportunities of the Modern Grid
Tucson Electric Power Increases Customer Convenience with Personalized Tools
RMEL’s 117th Fall Executive Leadership and Management Convention is Heading to Denver
2020 Calendar of Events
Member Listings
Foundation Board of Directors List
Advertisers’ Index
ELECTRIC ENERGY | Spring 2020 - Intro
ELECTRIC ENERGY | Spring 2020 - bellyband1
ELECTRIC ENERGY | Spring 2020 - bellyband2
ELECTRIC ENERGY | Spring 2020 - cover1
ELECTRIC ENERGY | Spring 2020 - cover2
ELECTRIC ENERGY | Spring 2020 - 3
ELECTRIC ENERGY | Spring 2020 - 4
ELECTRIC ENERGY | Spring 2020 - 5
ELECTRIC ENERGY | Spring 2020 - Letter from the 2019-2020 RMEL President
ELECTRIC ENERGY | Spring 2020 - 7
ELECTRIC ENERGY | Spring 2020 - Letter from the Executive Director
ELECTRIC ENERGY | Spring 2020 - 9
ELECTRIC ENERGY | Spring 2020 - RMEL Board of Directors
ELECTRIC ENERGY | Spring 2020 - 11
ELECTRIC ENERGY | Spring 2020 - The Future of Customer Experience in the Energy Industry
ELECTRIC ENERGY | Spring 2020 - 13
ELECTRIC ENERGY | Spring 2020 - 14
ELECTRIC ENERGY | Spring 2020 - 15
ELECTRIC ENERGY | Spring 2020 - Customer Experience and Target Segmentation for Utility Solutions
ELECTRIC ENERGY | Spring 2020 - 17
ELECTRIC ENERGY | Spring 2020 - 18
ELECTRIC ENERGY | Spring 2020 - 19
ELECTRIC ENERGY | Spring 2020 - Data as a Tool for Utility Customers
ELECTRIC ENERGY | Spring 2020 - 21
ELECTRIC ENERGY | Spring 2020 - 22
ELECTRIC ENERGY | Spring 2020 - 23
ELECTRIC ENERGY | Spring 2020 - Intelligence at the Edge: Addressing the New Challenges and New Opportunities of the Modern Grid
ELECTRIC ENERGY | Spring 2020 - 25
ELECTRIC ENERGY | Spring 2020 - 26
ELECTRIC ENERGY | Spring 2020 - 27
ELECTRIC ENERGY | Spring 2020 - Tucson Electric Power Increases Customer Convenience with Personalized Tools
ELECTRIC ENERGY | Spring 2020 - 29
ELECTRIC ENERGY | Spring 2020 - 30
ELECTRIC ENERGY | Spring 2020 - 31
ELECTRIC ENERGY | Spring 2020 - RMEL’s 117th Fall Executive Leadership and Management Convention is Heading to Denver
ELECTRIC ENERGY | Spring 2020 - 33
ELECTRIC ENERGY | Spring 2020 - 34
ELECTRIC ENERGY | Spring 2020 - 2020 Calendar of Events
ELECTRIC ENERGY | Spring 2020 - Member Listings
ELECTRIC ENERGY | Spring 2020 - 37
ELECTRIC ENERGY | Spring 2020 - Advertisers’ Index
ELECTRIC ENERGY | Spring 2020 - cover3
ELECTRIC ENERGY | Spring 2020 - cover4
https://www.nxtbook.com/naylor/RMET/RMET0320
https://www.nxtbook.com/naylor/RMET/RMET0220
https://www.nxtbook.com/naylor/RMET/RMET0120
https://www.nxtbook.com/naylor/RMET/RMET0319
https://www.nxtbook.com/naylor/RMET/RMET0219
https://www.nxtbook.com/naylor/RMET/RMET0119
https://www.nxtbook.com/naylor/RMET/RMET0318
https://www.nxtbook.com/naylor/RMET/RMET0218
https://www.nxtbook.com/naylor/RMET/RMET0118
https://www.nxtbookmedia.com