I had an interesting conversation at Chartwell’s terrific EMACS show this year in Orlando. A utility exec responsible for Customer Experience asked about our capabilities with Beyond the Meter programs. During our demos, she commented that I was making things look too easy, that her utility’s experience was very different.
We talked about her challenges getting buy-in from leadership to expand the product catalog and increase visibility of their programs. Her communications team wasn’t driving a lot of sales through email, and her opt-in levels remains low. Most of all, she expressed her frustration with marketplace conversion and the lack of digital orders for their products.
It struck me that my demo only hit the highlights of successful Beyond the Meter programs and didn’t directly illustrate the hard work required to achieve those goals. The Beyond the Meter playbook is simple, but simple isn’t the same as easy to achieve.
I describe Beyond the Meter success as simple because a high- performing program requires just a few components:
- A diversified catalog appealing to most if not all of your customers
- Regular and creative communications with customers about the offers
- Intuitive digital experiences that are easy for customers to find and shop on
It’s really a simple playbook. Offer customers things they want and need, give them regular information and reminders about the offers, and make it easy to shop online or with a real human when they are ready to buy. But, simple isn’t easy. I don’t downplay the work required to achieve Beyond the Meter goals.
I do think that starting with a simple playbook offers utilities a lot of advantages, though. Simple is the best place to start, especially in an industry with examples of Beyond the Meter success. I enjoy working with utilities on these programs because as a community we tend to share a lot of best practices and make ourselves available to peers and colleagues to accelerate success.
The work required for success Beyond the Meter takes time and effort occasionally in outsized proportions, but with a vibrant vendor community and a host of peers who have been through those challenges, virtually every utility can find success and a lot of great programs to offer their customers. The rewards are certainly worth the effort.