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www.esource.com 
Achieve Your Potential 
Segmentation for Business Customer Experience and Energy Efficiency 
Senior Manager, E Source 
E Source Forum 2014 
September 29–October 2, 2014 
Chad Garrett
www.esource.com || © 2014 E Source 2 
Pop Quiz 
Segmentation is a method for: 
1. 
Saving money on marketing 
2. 
Improving program performance 
3. 
Developing customer understanding
www.esource.com || © 2014 E Source 3 
New Findings and Applications for Segmentation 
 
Strong implications based on national results 
 
Why should you care? 
 
Sending you off with solutions!
www.esource.com || © 2014 E Source 4 
Background 
 
E Source partnered with The Nielsen Company to create business segmentation models addressing: 
 
Energy efficiency 
 
Customer service 
 
Value-added products and services 
 
Typically work closely with utilities doing sophisticated behavioral propensity and energy performance modeling 
 
Results are from a national sample of over 300,000 businesses 
 
Stratified by state and weighted according to non-residential retail electric sales 
 
Conducted independent of utilities
www.esource.com || © 2014 E Source 5 
“Office buildings make up X% of our non- residential customers and Y% of our revenues.”
www.esource.com || © 2014 E Source 6 
Key Commercial Lighting Segments 
Achievable potential (kWh) 
L 
M 
S
www.esource.com || © 2014 E Source 7 
Common Lighting Needs? 
Retail 
Office 
Hospital 
School 
Service 
Grocery
www.esource.com || © 2014 E Source 8 
Common Engagement Needs? 
Retail 
Office 
Hospital 
School 
Service 
Grocery
www.esource.com || © 2014 E Source 9 
Common Service Needs? 
Grocery channel preferences 
Retail channel preferences 
Source: E Source Sector Marketing Profiles, 2013
www.esource.com || © 2014 E Source 10 
Where Will Energy Savings Come From? 
Lighting 37% 
Refrigeration 16% 
Ventilation 14% 
Space Cooling 12% 
Other 11% 
IT 4% 
Space Heating 3% 
Water Heating 1% 
Office Equipment 1% 
Motors 1% 
Electricity-Saving Opportunities 
Space Heating 71% 
Water Heating 13% 
Other 8% 
Cooking 5% 
Space Cooling 3% 
Gas-Saving Opportunities
www.esource.com || © 2014 E Source 11 
Who Will Provide Energy Savings? 
Achievable potential (kWh) 
Electricity-Saving Opportunities 
Small 
Midsize 
Large 
Achievable potential (Therms) 
Gas-Saving Opportunities 
Small 
Midsize 
Large
www.esource.com || © 2014 E Source 12 
Intentional Customer Service 
 
What do you care about? 
 
Lifetime value of a customer 
 
Customer (dis)satisfaction 
 
Voice of the customer
www.esource.com || © 2014 E Source 13 
Service Tier Assignment 
LargeMidsizeSmallData Center536759Nursing Homes557043Lodging686843Convenience Stores6843Arts, Entertainment, and Recreation536441Enclosed_mall526441Retail536839Hospital575140Grocery545042Refrigerated Warehouse545042Government575037College or University555036School (K-12)555135Service6726Laboratory565030Other Commercial544932Nonrefrigerated Warehouse544931Congregations/Houses of Worship544831Office535026Medical Clinic564923Drycleaning and Laundry4929LegendTop FocusMedium FocusLower FocusEE Opportunity 
Service-Level Definitions 
Base differentiated customer service levels on: 
1. 
Customer input and market research 
2. 
Your objectives 
3. 
Industry best practices 
4. 
Budget realities
www.esource.com || © 2014 E Source 14 
Chad Garrett 
Senior Manager, Consulting Solutions, E Source 
303-345-9151 chad_garrett@esource.com 
For More Information 
Have a question? Ask our experts: www.esource.com/question

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Achieve Your Potential: Segmentation for Business Customer Experience and Energy Efficiency

  • 1. www.esource.com Achieve Your Potential Segmentation for Business Customer Experience and Energy Efficiency Senior Manager, E Source E Source Forum 2014 September 29–October 2, 2014 Chad Garrett
  • 2. www.esource.com || © 2014 E Source 2 Pop Quiz Segmentation is a method for: 1. Saving money on marketing 2. Improving program performance 3. Developing customer understanding
  • 3. www.esource.com || © 2014 E Source 3 New Findings and Applications for Segmentation  Strong implications based on national results  Why should you care?  Sending you off with solutions!
  • 4. www.esource.com || © 2014 E Source 4 Background  E Source partnered with The Nielsen Company to create business segmentation models addressing:  Energy efficiency  Customer service  Value-added products and services  Typically work closely with utilities doing sophisticated behavioral propensity and energy performance modeling  Results are from a national sample of over 300,000 businesses  Stratified by state and weighted according to non-residential retail electric sales  Conducted independent of utilities
  • 5. www.esource.com || © 2014 E Source 5 “Office buildings make up X% of our non- residential customers and Y% of our revenues.”
  • 6. www.esource.com || © 2014 E Source 6 Key Commercial Lighting Segments Achievable potential (kWh) L M S
  • 7. www.esource.com || © 2014 E Source 7 Common Lighting Needs? Retail Office Hospital School Service Grocery
  • 8. www.esource.com || © 2014 E Source 8 Common Engagement Needs? Retail Office Hospital School Service Grocery
  • 9. www.esource.com || © 2014 E Source 9 Common Service Needs? Grocery channel preferences Retail channel preferences Source: E Source Sector Marketing Profiles, 2013
  • 10. www.esource.com || © 2014 E Source 10 Where Will Energy Savings Come From? Lighting 37% Refrigeration 16% Ventilation 14% Space Cooling 12% Other 11% IT 4% Space Heating 3% Water Heating 1% Office Equipment 1% Motors 1% Electricity-Saving Opportunities Space Heating 71% Water Heating 13% Other 8% Cooking 5% Space Cooling 3% Gas-Saving Opportunities
  • 11. www.esource.com || © 2014 E Source 11 Who Will Provide Energy Savings? Achievable potential (kWh) Electricity-Saving Opportunities Small Midsize Large Achievable potential (Therms) Gas-Saving Opportunities Small Midsize Large
  • 12. www.esource.com || © 2014 E Source 12 Intentional Customer Service  What do you care about?  Lifetime value of a customer  Customer (dis)satisfaction  Voice of the customer
  • 13. www.esource.com || © 2014 E Source 13 Service Tier Assignment LargeMidsizeSmallData Center536759Nursing Homes557043Lodging686843Convenience Stores6843Arts, Entertainment, and Recreation536441Enclosed_mall526441Retail536839Hospital575140Grocery545042Refrigerated Warehouse545042Government575037College or University555036School (K-12)555135Service6726Laboratory565030Other Commercial544932Nonrefrigerated Warehouse544931Congregations/Houses of Worship544831Office535026Medical Clinic564923Drycleaning and Laundry4929LegendTop FocusMedium FocusLower FocusEE Opportunity Service-Level Definitions Base differentiated customer service levels on: 1. Customer input and market research 2. Your objectives 3. Industry best practices 4. Budget realities
  • 14. www.esource.com || © 2014 E Source 14 Chad Garrett Senior Manager, Consulting Solutions, E Source 303-345-9151 chad_garrett@esource.com For More Information Have a question? Ask our experts: www.esource.com/question