1. SmartRate Best Practices and Lessons Learned
Title: Residential Rate Reform: Assisting Customers With Rate Reform Inquiries
Audience: CCO & CSO
Prerequisite courses: N/A
Duration of training: CCO 90 mins, CSO 60 mins
Duration of deck: CCO 60 mins, CSO 45mins
Duration of mentoring: N/A
Knowledge Check (quantity): 8
Hand-on scenario/phone calls (length and quantity): N/A
Paper Knowledge Check: N/A
Activities: Only for CCO: Slide mins total, 5 mins each for Rate Reform, Manage Bill, Value
Job Aids: N/A
Instructor Demo/Live Account: N/A
Tools/Applications: N/A
Access for Tools/Applications contacts: N/A
Required Resources: N/A
CPUC Workshop:
Marketing, Education and Outreach
Day 2 - Session 1
July 31, 2014

2. SmartRate - Background
SmartRate is PG&E’s opt-in Critical Peak Pricing (CPP) program for residential
Customer acquisition marketing began in 2008 and 2009
In 2010 and 2011, due to regulatory uncertainty (PDP conversion), SmartRate messaging was through integrated marketing
2012 and 2013, increased focus on acquisition marketing applying “Test & Learn” results
By 2013, overall acquisition goal was 100k participants
Exceeded goal: Current enrollment is 130,000 customers

3. Enrollment Volumes by Year
Anticipated PDP Conversion
The 2013 enrollments somewhat lower than in Fewer communications sent in 2013 compared to 2012
*2012 Enrollment include both enrollments from SmartRate acquisition efforts as well as other cross-sell efforts whereas, in 2013, very few enrollments came from outside the acquisition campaign. SmartAC has a similar product adoption pattern based on data available on CAS

4. “Test and Learn” Strategy
Analytical strategy to test ideas on a smaller scale to estimate impact
Market messaging
Market collateral formats
Number of touches
Timing of touches
Participation incentives
Used for both acquisition and retention

5. 2013 Direct Marketing Test Results
Audience
2013
Acceptance Rate
Gen Population
- 2 Letters (Overall)
- 1 Letter / 1
- 1 Letter
- 2 s 5% 6% 4% 1%
Rate Comparison
- Rate Comparison Message
- No Rate Comparison Message
4.4%
3.7%
SmartAC
- 2 Letters
16%

6. SmartRate ME&O Lessons Learned
Direct mail followed by is most effective
Phased multiple touches increase enrollment, but at a diminishing rate
Incentives had a large impact on initial enrollments, but to a lesser extent in 2012 and 2013
SmartAC cross-sell has the highest enrollment rate
Customized rate comparison resonated with customers
Timing of campaigns is important
On-line enrollment continues to increase

7. Customer Perception
83% of customers very satisfied with the program overall
64% of customers reported saving money
79% of customers reported saving energy
Most participants aware of program through direct mail
Opportunity to save money is the biggest driver
Materials sent to participants appear to have worked well with 74% understanding the program extremely well

8. Thank you!
Maril Pitcock
Director, Pricing Products