Abstract
To be effective, a demand response (DR) program must typically be a win/win
proposition for the sponsor and the customer. This report examines
participation from the customer point of view: what are the characteristics and
motivations of those who currently participate, and those who express interest
in participating when surveyed? We explore customer preferences for program
features such as frequency of load curtailment events, notification methods,
and availability of data on energy use and information. Also addressed are what
customers dislike about programs, and what marketing messages and approaches
seem to be most effective.
The Customer Insights Strategic Service explored these questions in a market
survey of 804 business customers, and via interviews with 22 utilities
regarding their experiences with demand response customers.
Table of Contents
- Table of Contents
- Energy Insights Opinion
- Executive Summary
- The Main Points
- Introduction
- Methodology
- Figure: Energy Decision Maker Positions, 2005 Customer Insights Survey Sample
- Table: Qualitative Research Utility Respondents
- Types of demand response programs
- Key C&I DR Customer Characteristics
- The "big dogs" dominate
- Permitting on-site generators for demand response
- Table: Comparison of Respondent Characteristics
- Business Types
- What Customers Want and What They Want to Avoid
- How much money do customers want and need?
- Figure: Estimated Load Reduction Participation by Incentive
- Figure: Demand Response Customer Market Segmentation
- Customers want prompt payment
- Notification methods
- Figure: Likely CPP Participants' Program Preferences
- Knowledge and tools
- Table: Current Demand Response Participants' Familiarity with Terms (%)
- Figure: Tools and Equipment That Will Increase Participation in Demand Response, by Respondent Interest
- Case Study: University of Vermont
- Trade allies and viral marketing
- Notes
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