HomeMy WebLinkAboutAgenda Report - June 15, 2016 I-02CITY OF LODI
COUNCIL COMMUNICATION
AGENDA ITEM,.. .
TM
AGENDA TITLE: Receive Electric Utility Strategic Planning Customer Survey Report by GreatBlue
Research, Inc.
MEETING DATE: June 15, 2016
PREPARED BY: Electric Utility Director
RECOMMENDED ACTION:
BACKGROUND INFORMATION:
Receive Electric Utility Strategic Planning Customer Survey Report
by GreatBlue Research, Inc.
In December 2015, the City Council adopted a resolution
authorizing the City Manager to execute an agreement for Electric
Utility strategic planning and facilitation with Hometown Connections
International, LLC.
The first phase of this effort was the customer engagement portion performed by Hometown's market
research partner, GreatBlue Research, Inc. It has more than 35 years of experience in diverse markets
and has conducted thousands of research studies. GreatBlue's core competencies leverage both
quantitative and qualitative research methodologies. The data produced is statistically reliable with
thoughtful, concise insight into how the findings answer the study objectives. GreatBlue utilizes data
analytics software that is integrated into its computer-aided interview platform ensuring quality, high-end
data analysis.
The goal for the Electric Utility's (EU) customer research effort was to gain an understanding of the
current satisfaction levels for both residential and commercial/industrial customers in order to help
strategically guide the improvement of the EU, its product and service offerings. The methodology used
included customer focus groups and telephonic surveys. The purpose of the focus group meetings was to
facilitate discussions within each group to determine which issues warranted addressing in the telephone
surveys. These surveys allow for a deeper dive, along with the ability to uncover more comprehensive
feedback while the individual is engaged and communicating. Respondents have the opportunity to
interact anonymously with the researcher conducting the telephone interview and the ability to provide
their feedback immediately.
On March 24, 2016, GreatBlue held two 90 -minute customer focus group sessions; one for commercial
customers and the other for residential customers. Staff then reviewed the transcripts and worked with
GreatBlue to develop the subject matter used in the phone surveys. After completion of the telephonic
interviews GreatBlue analyzed the data, and identified key findings, trends, deriving insights, and
actionable recommendations.
GreatBlue has incorporated the results of the focus groups as well as the telephone surveys and is
prepared to present their findings to the City Council.
APPROVED: orf
ft./Stephen Schwabauer, C. y Manager
Receive Electric Utility Strategic Planning Customer Survey Report by GreatBlue Research, Inc.
June 15, 2016
Page 2of2
FISCAL IMPACT: Not applicable.
FUNDING AVAILABLE: Not applicable.
Eli abeth A. Kirkley
Electric Utility Director
Customer Satisfaction Study
City Council Meeting
greatblue
Report of Findings
15 June 2016
Table of Contents
IN-' I
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SECTION ONE
About GreatBlue
SECTION TWO
Project Overview
SECTION THREE
Key Study Findings
SECTION FOUR
Considerations
Table of Contents
SECTION ONE
About GreatBlue
SECTION TWO
Project Overview
SECTION THREE
Key Study Findings
SECTION FOUR
Considerations
EXHIBITS
Aggregate Data (Provided Separately)
ArLkdkri to1212‘; �
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ime
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4 i y SSS '
4 1
Evcence- oasoc rosoarch
across cvorso incusthcs
Our experience in instrument design affords our clients
actionable analytics to help them identify, address, and
improve offerings to, and the way they communicate with,
their key constituents.
With more than 35 years of experience in diverse markets,
our consultative approach ensures our data can be the
basis to make important business decisions.
Cross -functional engagement teams ensure a complete
view of the issues and solutions.
GreatBlue Research, Inc.
Slide /
Expertise in a cverse set
of research methocoocer
L
Having conducted millions of surveys and thousands of focus groups over the past 30+ years, our experience in
instrument design, data collection and the presentation of those findings in manageable, actionable ways allows us to
serve our clients across the spectrum of research studies.
Telephone Interviews
In-house, multi-lingual
interviewing capabilities
Digital Surveys
Web + mobile -based
survey programs
Focus Groups
State -of -the -Art
facilities in CTand MA
In -Depth Interviews
Trained researchers allow us to
dive deep in a 1:1 setting
GreatBlue Research, Inc. Slide /
Awareness/Perception
Market Feasibility
MarComm
Reg Compliance
Efficiency
Customer Satisfaction
Solutions that focus on
strategb anc ooeraUona
neecs of clients
Whether direct to clients or through their agencies, we apply
our core research methodologies, often applying a mixed
methodology to ensure a study that captures both quantitative
and qualitative information, to ensure our solutions exceed
client expectations.
GreatBlue Research, Inc. Slide /
Table of Contents
SECTION ONE
About GreatBlue
SECTION TWO
Project Overview
SECTION THREE
Key Study Findings
SECTION FOUR
Considerations
EXHIBITS
Aggregate Data (Provided Separately)
■
•
ti
1
Project Overview
O GreatBlue was commissioned by Lodi Electric Utility (hereinafter "Lodi Electric" or "LEU") to conduct
comprehensive research among a cross-section of customers to gain a deeper understanding into their
perceptions of the utility and satisfaction with the services provided.
Cs The primary goal of this research study was to assess the effectiveness of Lodi's ability to serve its customers,
identify areas for improvement, and isolate areas that may increase engagement.
O In order to service this research goal, GreatBlue conducted telephone surveys among a random sampling of
Lodi's residential customers. Focus groups were also conducted among a select number of residential and
business customers to inform the subject matter of the survey and, where applicable, aid in elaborating on survey
findings.
O The outcome of this research will enable Lodi personnel to a) more clearly understand, and ultimately set,
customer expectations, b) act on near term opportunities for improvement and, c) create a strategic roadmap to
increase customer satisfaction.
GreatBlue Research, Inc. Slide /
The Lodi Electric Utility Customer Satisfaction Study
leveraged a multi -mode research methodology to address
the following areas of investigation:
o Perception of local utilities and area organizations
Rating Lodi's organizational characteristics
LT) Satisfaction with customer service and/or field
personnel
o Preferred methods of communication
o Interest in services and products offered by Lodi
o Interest in Lodi having a renewable energy portfolio
o Demographic profile of respondents
research
1
Methodology
1 Telephone
Target
Residential
Vethoc
No. of Completes
800
Quality Assurance
DuaIIeveI**
oogy
Sna
No. of Questions
67*
Margin of Error
3.4%
oshot
Time Compensation
None
Confidence Level
Sample
Customer list
Research Dates
95% Apr2O-May9
*This represents the total possible number of questions; not all respondents will answer all questions based on skip patterns and other instrument bias.
**Supervisory personnel in addition to computer-aided interviewing platform ensure the integrity of the data is accurate.
GreatBlue Research, Inc. Slide / 10
Survey
Res
oonc
ent
Sna
oshot
This slide quantifies select data points to provide context for the quantitative
research study. The following graphs provide an empirical view into the
demographics of the survey respondents.
Age
Refused
5.0%
Ec
ucation
Refused
5.6%
H eh school,. .EL)
ai.s%
2year c e,
1'st gtradute28.1%
9,.5%
4 year co �e rad
30 . 5`
Genc
er
Roso
ncy
Refused
5.0%
GreatBlue Research, Inc. Slide /
research Vethoc
Methodology
Focus Groups
Target
Customers
Length of Session
oogy
Sna
oshot
Time Compensation Sample
75/participant Customer List
Discussion Moderation Research Date
0-90 minutes GreatBlue March 24
Participant Criteria
Commercial
Residential
GreatBlue Research, Inc. Slide /
Focus Grou
Participants:
Resc enUal
Customers
This slide quantifies select data
points to provide context for the
qualitative research study. The
following graphs provide an
empirical view into the segments
and demographics of the
participants.
3
10
6
4
2
Length of time
as customer
Gender
Male Female
Less than 10 years 11-2Oyears 21 years or more Undisclosed
GreatBlue Research, Inc. Slide /
Focus Grou
Partici pants:
Commercial
Customers
This slide quantifies select data
points to provide context for the
qualitative research study. The
following graphs provide an
empirical view into the segments
and demographics of the
participants.
3
10
6
4
2
Length of time
as customer
Male Female
0
Less than 10 years 11-2Oyears 21 years or more Undisclosed
GreatBlue Research, Inc. Slide /
Table of Contents
•0•
SECTION ONE
About GreatBlue
SECTION TWO
Project Overview
SECTION THREE
Key Study Findings
SECTION FOUR
Considerations
EXHIBITS
Aggregate Data (Provided Separately)
M.
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O When compared to other utilities (gas, phone, water, cable, etc.), respondents had a comparatively favorable
perception of the service they receive from their electric utility. While the highest frequency of respondents had a
favorable perception of their "gas company" (88.0%), it was followed second by their "electric utility" (75.8%).
In addition, 62.8% of residential customers reported that Lodi Electric closely aligns with their perception of an
ideal utility experience.
O Lodi Electric was rated satisfactorily by a majority of customers when evaluated on a series of nine (9)
organizational characteristics. When "don't know" responses were removed from the data, the average positive
rating among residential customers was 62.7%. The top individual areas rated were "maintaining a modern and
reliable infrastructure" (74.5%) and "overall satisfaction with Lodi Electric" (67.0%).
O Contact resolution was the primary driver of satisfaction. When contacting Lodi Electric, only 59.4% reported
having their issue or concern taken care of on the first contact.
Further, when rating the organization, those respondents who experienced first contact resolution provided an
average positive rating of 72.3% compared to those that did not, who provided an average positive rating of
only 22.8%.
GreatBlue Research, Inc. Slide /
Ke
y
Stuc
yHnc
i
inc
L.
S, CO
(,t1
od
O 43.8% of residential customers reported calling or visiting a Lodi Electric office in the last 12 months, and among
those respondents, 71.7% were satisfied with the customer service employee who handled their call or visit.
O 6.1 % of residential customers reported having a field service representative visit their home in the last 12 months,
and among those respondents, 79.6% were satisfied with the field service employee who visited their home.
Cs 69.5% of residential customers reported Lodi Electric meets their expectations either "all" or "most" of the time.
The top three expectations reported among respondents include "affordable prices/lower prices" (38.9%),
"reliability" (25.6%), and "good service" (17.5%).
Cs Lodi Electric's billing was reported to be "easy to understand" and to "accurately detail the separate charges for
electric, water, wastewater, and solid waste charges" by a strong majority of residents (79.8% and 84.6%,
respectively).
However, it should be noted that 50.2% of respondents reported Lodi Electric's rates were "higher than
surrounding towns."
GreatBlue Research, Inc. Slide /
Ke
y
Stuc
yHnc
1
inc
L.
S, CO
(,t1
od
O In general, residents only provided moderate support for the expansion of solar energy in Lodi Electric's service
territory. 47.0% of respondents reported Lodi Electric should be "somewhat" or "very" conservative when it
comes to efforts to expand solar energy, with 67.6% reporting to be "unwilling to pay anymore" to compensate
for those efforts to grow solar.
However, 43.8% of residents were interested in Lodi Electric providing "solar rebates" for those customers
who had the desire to develop solar energy for their individual dwelling.
O Avast majority of those residents who experienced an outage in the last 12 months reported to be "satisfied" with
the time it took to restore power (81.2%).
O "Lodi Electric website" (31.6%) or "internet" (31.1 %), in general, were residents' preferred sources of information.
O Finally, customers reported a relatively strong relationship with Lodi Electric, as the utility scored a net positive
rating - defined as advocacy+loyalty+satisfaction - of 73.3% among residents.
Further, 68.9% of respondents reported to have "a great deal of trust" or "some trust" in Lodi Electric.
GreatBlue Research, Inc. Slide /
erceotons of eecthc utility stronc
While perceptions of their gas company were highest; electric utilities and, thus,
Lodi Electric received comparably positive ratings among other area organizations
measured. However, slightly fewer residential customers (62.8%) believed Lodi
Electric compared closely to their ideal utility.
As I read a list of
area organizations
and companies
providing services
to you, please rate
each on the quality
of their overall
customer service. 25.0%
(w/o "Don't Know"
responses)
100.0%
75.0%
50.0%
62.8%
of residents report Lodi
compares closely to
their ideal utility
7 I
9
73 L
')/0
Internet Provider CableTVCompany Water Company Phone Company
Electric Utility
Gas Company
GreatBlue Research, Inc. Slide /
Loc
i'� service + staff c
rive ratings
Customers provided an average positive rating of 62.7% regarding Lodi Electric's organizational characteristics. While lack
of awareness drove some lower ratings, the perception that Lodi Electric "helps customers conserve electricity" (56.0%)
and "provides good service and value for the cost of electricity" (53.6%) received the lowest ratings. Furthermore, only
52.1 % of customers believed the rates they pay for electricity are "reasonable." However, most customers expressed
interest in rebates that may help them conserve electricity.
Item: Organizational Characteristics
Maintaining modern and reliable infrastructure
Overall satisfaction with Lodi Electric
Helpful and knowledgeable staff
Responding promptly to customers questions and complaints
Communicating with customers
Being open and honest about company operations and policies
Community involvement
Helping customers conserve electricity
Providing good service and value for the cost of electricity
Average positive ratings
GreatBlue Research, Inc.
2016 2016
w/ "Don't Knows" w/o "Don't Knows"
59.4
65.9
51.0
50.3
56.1
46.3
32.3
44.8
50.6
50.7
74.5
67.0
66.0
64.9
64.2
59.0
58.9
56.0
53.6
62.7
52.1%
of customers believe the
rates they pay for electricity
are "reasonable"
60.7%
of customers were
interested in Lodi providing
"rebates for energy efficient
appliances"
Slide / 20
Low rate of first
contact resolution
In general, Lodi Electric tends to resolve 3 out of
5 issues on the first contact for residential needs;
however, 28.9% of respondents reported
requiring multiple contacts to have their issues
resolved.
75.6%
of customers
Contact resolution has a strong correlation with
overall satisfaction. More than 7 out of 10 customers
who had to have repeated contact were dissatisfied
with the Lodi Electric.
100.0%
75.0%
50.0%
25.0%
Generally, when you contact Lodi Electric, are things taken care of to your
satisfaction the first time, or must you have repeated contact with them?
59,4%
0 --
11796
Takes care of things first time Must have repeated contact Varies/DK
Residential (N=350)
GreatBlue Research, Inc. Slide /
contact resouUon im
groves raUngs
Interestingly, customers who had their issues resolved with first contact consistently provided a higher frequency of positive
ratings for the organization. Those who required multiple contacts to resolve issues provided significantly lower scores for
each of the utility's characteristics. The lowest scores recorded were, understandably, "communicating with
customers" (18.3%) and "being open and honest about company operations and policies" (13.6%).
Item: Organizational Characteristics
2016 Residential First -contact Multiple -contact
w/o "Don't Knows" resolution resoletion
Maintaining modern and reliable infrastructure 74.5 84.4
Overall satisfaction with Lodi Electric 67.0 75.2
Helpful and knowledgeable staff 66.0 80.5
Responding promptly to customers questions and complaints 64.9 73.9
Communicating with customers 64.2 72.8
Being open and honest about company operations and policies 59.0 67.2
Community involvement 58.9 73.8
Helping customers conserve electricity 56.0 59.2
Providing good service and value for the cost of electricity 53.6 63.5
Average positive ratings 62.7 72.3
37.1
24.4
22.7
23.4
18.3
13.6 :3
19.0
23.1
23.7
22.8
GreatBlue Research, Inc. Slide / 22
SaU sfl ec
with offne
personnel
Residential customers reported contacting Lodi Electric's office personnel primarily for procedural items such as paying bills
or initiating/terminating service. However, a segment of customers contacted LEU regarding a "high bill/bill error" (19.1 %).
While 71.7% of customers were satisfied with the interaction, LEU's ability to resolve these contacts with a stronger rapport
and willingness to assist can help mitigate reasons for dissatisfaction that are beyond control, such as long wait times.
100.0%
75.0%
50.0%
25.0%
How satisfied were you with the service
provided by the Lodi Electric employee?
4O4%
71.7%
7.7%
-19 zi-%
Very satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied
Residential (N=350)
GreatBlue Research, Inc.
(
39.4%
� Make a pay
To
0
21.7% 19.1%
Start/stop services/ \High bill/bill error
seasons for Contact
28.4%
\\Rude/unfriendly
To
3
20.0%
Unhelpful/lack of
understanding/
seasons for
( 16.8%
Long wait
dissatisfaction
Slide / 23
ustomor sorvbo can stanc
arc
1
IZP
O Detailed findings from the focus groups support a sense of inconsistency in terms of customer service. This may be
indicative of the low rate of first contact resolution. While customers acknowledged the quantity of inquiries that CSRs
deal with on a daily basis, a standard experience was lacking for both the residential and commercial focus groups.
"The purpose of the visit was to pay a bill and since then I have gone to online bill payment because they Just ruin your day. They have no empathy." - Resident
"It's very interesting because depending on the reason you're there the same exact people will give you different customer service." - Resident
"They need to be reminded that, for them, we're number 300 but for us it's the only time we're having that interaction. They may have heard this problem 300
times; we are saying it for the first time from our perspective. They need to remain compassionate and understand that we are one individual case; we are not
number 300 even though we are 300." - Resident
"They've got their script and they can't deviate from the script." - Resident
"If you think about it the first day you start a job you are so overwhelmed and they are training you to do something and you can't possibly remember
everything in training and you don't even know if it's going to apply to you until after the fact later on down the road when you've completely forgotten what to
do." - Resident
- "I do know that with Lodi Electric their customer service is very poor. Their CSR's are not trained well enough to handle the high quantity of people that walk in
both residential and commercial." - Business
Note: Copy in blue italics are quotes transcribed verbatim from focus group sessions.
GreatBlue Research, Inc. Slide / 24
Satisfaction hgher wth fiec
Residential customers reported slightly higher ratings of satisfaction
with the field personnel (79.6%) than with office personnel. The top
reasons respondents required a field visit included "meter reading,"
"service problems," and "installing service."
100.0%
How satisfied
were you with 75.0%
the service
provided by
the Lodi
Electric
employee? 25.0%
50.0%
L c C)
79.6%
71
personnel
20.4%
Meter reading
16.3°/a
Service problem Install service
To
0
Roasons for Visit
Very satisfied Somewhat satisfied
6.1%
10,2c
Somewhat dissatisfied
Residential (N=49)
Very dissatisfied
GreatBlue Research, Inc. Slide / 25
Cx
oeotaUons oonsstent amonc all
v
Residential and commercial customers were generally in agreement about their top expectations of Lodi Electric. "Affordable
prices/lower prices," "reliability," and "good service" or "customer service," were the common themes that drive a good
experience working with LEU, which was reiterated by business customers in the focus groups. In addition, 69.5% of
residential customers reported Lodi Electric met their expectations of the utility either "all" or "most" of the time.
100.0%
75.0%
50.0%
25.0%
What are your top three
expectations of Lodi Electric?
38 9
6
of residential customers
report Lodi meets their
expectations "all" or
"most" of the time
r
YL
Affordable prices/lower prices Reliability
Residential
Good service
"1 think price stability is a big one for us; knowing what we're
going to pay month to month and keeping that stable. When you
annualize it out over 12, 18, 24 months it's pretty steady but the
month to month swings are very concerning." - Business
"Reliability, knowing that you have your electricity every day
when you come in and turn the switch on it's going to work, cost
of what your utility is and customer service. If you ever have a
problem you'll know that they will be there for you." - Business
"1 think reliability is number one, cost probably number two and
customer service but as long as the power is on I really don't
need it." - Business
GreatBlue Research, Inc. Slide / 26
RoHa
offity
anc
rato s ro at v 0 cc
As affordable prices and reliability were top expectations of residential and commercial customers in both the survey and
focus group findings, it is understandable that customers would believe these aspects are intertwined. As such, while
residential customers leaned towards a balance of reliability and rates, a slightly higher frequency of customers placed
importance on reliability (55.6%) than rates (44.4%).
100.0%
75.0%
50.0%
25.0%
Which of the following statements best describes how you feel
about the importance of reliable electric service and rates?
3 t
29,4
Reliability significantly more important Reliability somewhat more important
Residential
Rates somewhat more important Rates significantly more important
GreatBlue Research, Inc. Slide /
RoHa
offity stronc, orom
ot
res
oonse Umo
O Residential customers were appreciative that the reliability of their electric service was consistently a strength of
LEU. Focus group participants reflected on past rolling blackouts throughout California in which they were not
subject to a loss of power, and recognized the benefit of that service.
"I think the service itself is pretty good. We don't get black outs; the power stays on." - Resident
"I was living here when we had that big powershortage and the state sent rolling blackouts throughout the state Lodi Electricsaid not us; we don't
have to do that and they didn't. That was a plus for the consumer but environmentally negative." - Resident
O Business customers participating in the focus groups cited the same instances of maintaining power while the rest
of the State experienced blackouts. In addition, when there were outages due to ancillary problems, commercial
customers noted that LEU responds promptly to get their power back up and operating smoothly.
"We had a contractor that backed up and knocked our pole down in our back lot and the City was out there in pretty quick time and had it back up. I've
had really good luck with the City ofLodi."- Business
"I will say I like it when California was experiencing rolling blackouts we never did; we have very few problems. We don't usually have a huge loss in
service and when we do they're back up immediately." - Business
- "If you have a problem and you call they're there. They're really easy." - Business
GreatBlue Research, Inc. Slide / 28
Outace restoration satisfactory
Very promisingly, 81.2% of residential customers' who experienced an outage in the past 12
months were satisfied with the amount of time it took to restore power. In addition, customers
indicated strong preferences to enroll in automated, digital communication for outage updates
should they become available.
100.0%
75.0%
50.0%
25.0%
How satisfied were you with
the outage restoration time?
1
4B,1%
81.2%
1
72% 6.1% 5.5%
Very satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied DK
Residential (N=181)
GreatBlue Research, Inc.
LkeytoenroHn...
39.3%
\ Text messaging
34.6%
Telephone/
Robo-calls
23.8%
Email
Slide / 29
Dostvo reaUonshi
3 with Loc
1
1
Lodi Electric scored a net positive score (advocate + loyal + satisfied customers) of 73.3% in 2016. While a similar
percentage of customers reported having "trust" in the utility (68.9%), a segment of customers identified as "less than
satisfied" (20.8%) which could jeopardize potential initiatives that require a great deal of trust in Lodi.
100.0%
75.0%
50.0%
25.0%
How would you best describe your
relationship with Lodi Electric?
0
68.9%
of residential customers
have "a great deal" or
"some" trust in Lodi
7 A
t 0 t
2.9% 6.0%
Advocate Loyal
Satisfied Less than Satisfied DK/neutral/no relationship
Residential
GreatBlue Research, Inc. Slide / 30
Soar growTh may
30 SOW. r
oRtcs necessary
A small segment of residential customers (37.0%) reported an aggressive approach to develop solar energy would be desired
if it ultimately incurred a cost. Furthermore, 67.6% of customers were unwilling to pay additional costs to cover the expansion
of solar; however, rebates may sway those unsure of their commitment to solar. Commercial customers who participated in
the focus group were generally aware of, and had taken advantage of, many of the rebate programs and incentives available
to help businesses operate more efficiently.
100.0%
75.0%
50.0%
25.0%
How aggressive would you like
Lodi Electricto be in their
efforts to expand solar energy
throughout their service
territory considering that more
aggressive measures typically
result in a higher cost?
67
of residential customers were
"not willing to pay anymore" to
compensate for efforts to /
expand solar
43,8%
of residential customers were
interested in Lodi providing
"solar rebates" /
5,5-'0
r
co )
Li (-X)
L
113LO%
Very aggressive Somewhat aggressive Somewhat conservative Very conservative
DK
"We're a fairly sizeable industrial
consumer and in the past several years
Lodi Electric has done a good job of
being aggressive when it comes to
rebates and incentives to keep the cost
competitive. - Business
- "There were rebate programs that we
capitalized on." - Business
"LED, energy efficiency stuff, new hire
stuff; we were able to capitalize on all of
that." - Business
GreatBlue Research, Inc. Slide /
Renewa
ol
encrgy c
manc
may c
O Residential customers in the focus groups expressed an interest in renewable energy, such as wind or solar, as long as
there is a clearly outlined plan for implementing the alternative. In addition, there was a general consensus that the City of
Lodi could be trusted to offer alternative energy; there was a general distrust of third -party vendors. Further, both
residential and commercial customers saw the perceived return on their investment.
- "I think it needs to be very well outlined. We need baby steps, maybe we're going to implement this in this part of Lodi which seems to have the highest bills.
Because of how old the houses are or because the electrical might be old and wired differently or less efficiently or something of that nature so maybe they are
going to implement it and we're all going to be onboard and maybe be a 3yearplan."- Resident
"California already has a bunch of regulations and we're pushing harder regulations as time goes on so I think it's in our best interest." - Resident
- "There are so many third parties and some of them are legitimate, but others are not. The City of Lodi has checks and balances and regulations that it does
have to show proof of and such. Those third party suppliers and the third party gas suppliers do not have the same regulations and they kind of own you and it's
hard to take them to court and sue them. Yes and I think everyone agrees that the City of Lodi we can at least put our trust in them." - Resident
- "Hydroelectric is great and wind turbine is great but they talk about how you have to do this bio gas stuff and that's not sustainable. I think Lodi Electric should
maybe get more involved in solar and not have to buy as much power." - Business
- "But like everything else we're all looking at returns right. Returns on our investments so like you were saying; if you have to pay the piper a little bit up front to
get it back later." - Business
GreatBlue Research, Inc. Slide / 32
easy to unc
erstanc
bs; C
scounts less so
While residential customers generally understood their bills (79.8%) and how the separate charges are delineated (84.6%),
fewer customers believed the programs designed to provide energy assistance or discounts were adequate. However,
significantly fewer customers were able to provide a rating, indicating there may be a lack of awareness regarding the
energy assistance and medical discount programs. Raising awareness of the programs available to assist with bills may
assuage the perception that the prices they pay are "higher than surrounding towns," especially in comparison to PG&E.
Statement..
Lodi Electric bills are easy to understand
Lodi Electric bills accurately detail the separate charges
for electric, water, wastewater, and solid waste charges
Lodi Electric has adequate energy assistance programs
to help low and/or fixed income customers with bills
Lodi Electric has an adequate medical discount program
2016
w/ DK
2016
w/o DK
77.4 79.8
80.4 84.6
27.2 66.6
15.6 64.8
believe the prices they
currently pay for electric
service are "higher than
surrounding towns"
3(.8%
of customers were
thinking about PG&E
when comparing
GreatBlue Research, Inc. Slide / 33
ommunbaUons aHgn wth
preferences
Residential customers' current means of receiving information from Lodi aligned with their communication preferences,
with a tendency to prefer the company's website. However, focus group participants were in nearly full agreement that the
LEU website had caused issues for them in the past, especially in regards to navigation and ease of finding information.
Item: Communication Methods
2016 2016
Current Preferred
Lodi Electric website
Internet
Bill inserts
5
provided a positive rating for
"ease of finding information"
on LodiElectric.com
32.3
30.4
26.0
31.6
60.5%
31.1
24.4
provided a positive rating
for "quality of information"
on LodiElectric.com
- "Going out to the website isnot exactly easy; I don't even know what website to
go to." - Resident
"I pay my bills online also. I find the City of Lodi's website very customer
unfriendly; user unfriendly." - Resident
"I couldn't find my bill from this last billing and 1 never logged in online and the
only way you can register is with your account number and your customer
number. I would like another alternate way like my social security number or my
address." - Resident
- "PG&E their online billing and being able to go in there and pay a bill and look
at my statement was very easy. With Lodi Electric it's very difficult; I've had some
problems trying to get into the website and look at my bill." - Business
- "On the website there is not a lot of information on who to contact and how for
what you're looking for and you then have to call the city." - Business
GreatBlue Research, Inc. Slide /
VooUeaoousefufor / 36.1%
account information
While only 1 out of 3 customers expressed initial interest in
downloading a mobile app for Lodi Electric, residential
customers reported an interest in accessing information
related to their account. Most importantly, the ability to
make bill payments was the most desired feature (53.2%)
should an app be developed.
GreatBlue Research, Inc.
: (
•
•
•
were interested in
downloading and using a
mobile app from Lodi
Ty
53.2%
Bill pay
3o of information. , ,
14.6%
Usage/monthly
comparisons
6.5%
Rates/payment
options
Slide / 35
Table of Contents
• •
SECTION ONE
About GreatBlue
SECTION TWO
Project Overview
SECTION THREE
Key Study Findings
SECTION FOUR
Considerations
EXHIBITS
Aggregate Data (Provided Separately)
44•LL
e
4
r .
Iv_=
il
4
sirk,
Consc
eraUons
CI Improve contact resolution. Overwhelmingly, contact resolution was the key driver in satisfaction, or lack
thereof, with Lodi Electric. While technological and infrastructure improvements may be necessary to improve
contact resolution in the long run, providing explanations and setting expectations are key stop -gaps to improving
customer experience when reaching out to Lodi Electric. CSRs should inform customers of the process in which
their issue will be resolved, including additional personnel - such as field reps - that will be required to assist.
One additional option may be improving the self-service offerings contained on Lodi Electric's website. This
may help reduce incoming call traffic to Lodi's offices along with providing a preferred option for those
customers that favor self -servicing their issues or concerns.
CI Develop and promote energy efficiency services. While Lodi Electric offers several programs and rebates
related to energy efficiency, the residential energy efficiency audit is, currently, the only option that has prominent
placement on Lodi Electric's website homepage. This may be leading to the perception Lodi could be doing more
to help customers conserve energy. Rotating services and offerings to list other customer programs on the home
page may help Lodi Electric communicate their diverse energy efficiency rebates and services.
Heavy promotion of these rebates and services may also help mitigate the perception of Lodi Electric having
higher rates than surrounding areas.
GreatBlue Research, Inc. Slide /
Consc
eraUons
O Continue to investigate solar. While initial support for expanding solar energy was moderate, this support and
desire may grow in the coming months or years. Additional research, directed towards customers currently using
solar energy or in the process of developing solar, may be beneficial to understanding any difficulties or issues that
arose during the process of incorporating solar. This may help Lodi Electric proactively correct any procedural issues
customers experienced as they attempted to incorporate solar power into their residence, as well as anticipate
organizational difficulties such as net metering or load response should the demand rise in the coming years.
This may also provide an opportunity to train Lodi Electric's CSRs on solar related issues and FAQs, as
customers had a higher level of trust in Lodi Electric compared to third -party solar vendors.
Cs Mobile has merit. There is a moderate initial demand for a Lodi Electric mobile app. Features could include:
paperless billing and account details, monthly usage and comparisons, and available rebates/incentives. Many apps
are downloaded and underutilized, thus research and user experience testing prior to any development should be
prioritized should this be an option Lodi Electric considers.
While Lodi Electric may project out the development of a mobile app for the distant future, improvements to the
website should be mindful of mobile -friendly features to accommodate customers accessing website information
via a smart phone on mobile device in lieu of a mobile app.
GreatBlue Research, Inc. Slide / 38
(860) 740-4000
MJV@GreatBlueResearch.com