A large utility in the Southeast created a ‘smart’ time-of-use rate in 2013 to:

• Give customers more rate options

• More accurately predict when and how customers use energy

• Help customers reduce overall energy consumption

The rate allows customers to save on their bill by adjusting their use of major appliances during certain times of the day and periods of high demand. Through the utility’s website, email campaigns and bill inserts, customers were encouraged to enroll in the rate plan online or by calling the utility. These initial efforts yielded low conversion and enrollments.

In early 2015, the utility tried to increase adoption of the rate plan by offering customers a free Nest thermostat upon enrollment, but results remained static and below expectations. In September 2015, they turned to Allconnect to explore additional solutions to reach their goals.

Allconnect proposed a comprehensive pilot to test and optimize solutions to drive enrollment in the rate program, including:

• Feature a digital ad for the rate program in the email confirmation page sent to customers who enrolled in other services via Move Advisor.

• The utility provides 2000 qualified/scrubbed leads to Allconnect.

• Educate customers about the program and enroll them on the existing mover call.