Results

22

PERCENT

Enrollment in one

state increased

by 22% during

the FIRST YEAR

7.04

KILOWATTS

Allconnect has

signed up over

7.42 Kwh of

renewable energy

ZERO

POUNDS

Average weight

of paper-based

marketing /

customer dropped

from 20 lbs. to 0

74,000

CUSTOMERS

Allconnect has

enrolled more

than 74,000

people in the

program

25

PERCENT

Average take rate

has increased to

25%—WITHOUT

paper marketing

Allconnect in Action

Renewable Energy Programs

Situation

Utilities increasingly offer consumers green energy options and look for ways to educate customers and get them enrolled in these programs.

 

In 1998, a large utility launched a voluntary green pricing program which enables customers to purchase renewable energy for their homes and businesses and allocate part or all of their energy needs to the renewable option. Though it initially launched in one state, environmentally savvy customers flocked to the program and it quickly became one of the most popular in the country, expanding to other states.

 

After the initial success, obtaining new enrollments started to become more of a challenge. Acquisition costs increased, and traditional tactics like bill inserts and direct mail not only achieved limited success, but also negated the goal of the program due to the environmental waste associated with paper-based marketing.

Solution

In searching for a logical, low-cost alternative to increase customer acquisition for the program, the utility decided to leverage the move advisor program they’d had in place with Allconnect since 2002.

 

Using geo-targeted serviceability and segmentation to identify the right prospects, Allconnect then educates those customers about the program’s benefits—in terms they can understand, such as:

  • By purchasing blocks of wind-generated energy for as low as $1 to $2 per month, they have a direct impact on increasing renewable energy production in their region.
  • Each block purchased represents a minimum of 100kWh of renewable energy.
  • If they choose, they can go 100% green.

Allconnect’s solution not only captures new customers for this program, it also educates non-program participants and helps identify customers who may be interested in other products.

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