Great Britain Smart Meter Roll-out Programme: Customer Engagement Strategy for E.ON

lu, chang ling and shetty, harshitha and lu, man man (2010) Great Britain Smart Meter Roll-out Programme: Customer Engagement Strategy for E.ON. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

In order to reduce carbon emission and manage energy demand, UK government has made smart meter roll-out a mandate. Energy suppliers have been given the instruction to have smart meter installed in all household in GB by 2020.

The objective of this report is to formulate a customer engagement strategy for E.ON UK, an energy supply company, to increase its customer engagement level during the roll-out and to conduct the roll-out in a cost-effective manner, while at the same time reinforce customer loyalty and gain their trust.

Information has been collected through face-to-face survey and individual interviews with Nottingham local residential. Findings analysed from the dimension of demographic factor in this study has shown that:

 People in different age groups have different awareness level, preferred communication channel, contents that they are interested in and preferred way to book appointment.

 For the requirement during the installation, people share similar opinion in terms of security concern, trust and preferred way to be educated;

An early deployment for proactive customers is recommended for E.ON to carry on before the mass roll-out as a learning experience. According to our study, a four-phase customer engagement and communication strategy is established which includes:

 Pre-installation communication: based on the understanding of customers’ awareness about smart meter and its benefits which will motivate customers to

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have it installed, to deliver the appropriate information to different people through preferred communication channels and trusted source;

 Appointment booking: based on the understanding of customer preferred booking channel, installation timing and required pre-installation information to ensure customers can book the appointment easily

 During installation based on the understanding of customers’ concern, requirement to grant access and the preferred way to be educated about smart meter usage, create good customer experience during installation.

 Post Installation: provide recommendation about post-installation customer communication and support.

A successful engagement strategy should be continuously assessed and improved with full commitment from E.ON’s management to create a sustainable competitive advantage for the company.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 09 Jun 2021 12:41
Last Modified: 09 Jun 2021 12:45
URI: http://eprints.nottingham.ac.uk/id/eprint/23698

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