Turning energy consumer interest into action with EY Global

Who is impacted by energy? We all are. Regardless of our roles, whether we work in the industry or not, we all use energy in some form or another. And we use it everyday. So, when it comes to energy transition, industry leaders must consider the end user. In episode 142 of thinkenergy, Greg Guthridge and Nicholas Handcock of EY Global share how stakeholders and utilities can better understand the consumer energy experience—and, ultimately, how to develop more informed strategies to the energy transition.

Related links

• EY Global: https://www.ey.com/en_gl

• EY Global ecoEnergy Profile quiz: https://www.ey.com/en_gl/ecoenergy-profile

• EY Global on X: https://twitter.com/EYnews

• EY Global on YouTube: https://www.youtube.com/@ernstyoung

• Greg Guthridge on LinkedIn: https://www.linkedin.com/in/gregguthridge/

• Nicholas Handcock on LinkedIn: https://www.linkedin.com/in/nicholashandcock/

• Trevor Freeman on LinkedIn: https://www.linkedin.com/in/trevor-freeman-p-eng-cem-leed-ap-8b612114/

• Hydro Ottawa: https://hydroottawa.com/en

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Transcript:

Music. Hi. Welcome to think energy, a podcast that dives into the fast, changing world of energy through conversations with industry leaders, innovators and people on the front lines of the energy transition. Join me, Trevor Freeman, as I explore the traditional, unconventional and even up and coming facets of the energy industry. If you've got thoughts feedback or ideas for topics that we should cover, we'd love to hear from you. Please reach out to us at thinkenergy@hydroottawa.com, Hi everyone. Welcome back. Something I try to do on this show is to make sure that we're looking at the energy transition from a number of different perspectives. So, we obviously touch on the technologies that will be part of that transition, whether that's heat pumps or EVs or some of the grid technology that utilities like hydro Ottawa are beginning to roll out to modernize our grid. We also look at the overall governance and policy structure that guides our you know, societal energy decisions, how we choose to go about using energy, making energy, etc., in our society, the role of the various stakeholders on the grid gets touched on understanding kind of who the players are. There's a bit of an education piece here of knowing who all the complex players are in this, in this kind of system. And one thing that we've touched on before that I think is really important to keep bringing to the forefront is the end users of energy. And frankly, that's all of us, no matter what other roles in the transition we might play. We're all end users. We all need to heat our homes and workplaces. We all need to move around in some manner. We need lights, we need to cook, we need to charge our devices. And we don't really want to have to worry about those things. We want that to be smooth and easy and how we as end users of energy are experiencing and interacting with and in some cases, taking a leadership role in the energy transition. That's really important, because we need all those things, and we want all those things to be smooth. It's important for our utility companies to understand and to take that into account when we're planning our and I'm speaking as a member of utility. Now, when we're planning our strategies and programs and products, we need to take into account, how does this impact our end users of energy? How are they going to experience this? So, my talk today is with Greg Guthridge and Nicholas Hancock of EY global. Greg is EY Global's powering utilities customer experience transformation leader and Nicholas leads EY research program that's called navigating the energy transition. Both of them ultimately help various stakeholders, including utilities, better understand consumer values, their preferences and their aspirations for their energy experience, which ideally will lead to more informed strategies and approaches to the energy transition for those decision makers, whether that's at the policy or the regulatory or the kind of utility implementation level. So, I'm really excited to talk to Greg and Nicholas today and hear their insight into the work that they've been doing. Greg and Nicholas, welcome to the show. Thanks, Trevor, great to be here. Thanks for the invitation to share our perspectives today. Sure. So, I always like to start getting to know a little bit from our guests of how they got into the energy space. And Greg not to kind of put you on the spot or embarrass you, but you've been named as one of consulting magazine's 25 consultants for excellence in energy, which is a rather lofty sounding title. I understand. You have several patents in the US for energy efficiency and demand management analytics. Tell us a little bit about your journey and how you came to be in the energy space.

Greg Guthridge 04:00

Yeah. Trevor, it was really interesting my journey. You know, it's, you can think of it a little bit as an accidental process here. I didn't leave college thinking that I would be a consumer person in the energy space. In fact, I also, I thought for a long time that utilities were kind of a boring and dusty part of the energy ecosystem. I wanted to be in marketing or in manufacturing, or someplace, you know, considerably more sexy. But what's interesting is, you know, what an amazing journey into what I believe is kind of the center of the universe. Now, you know, energy is everything for us, and I can't think of a more interesting and dynamic place to be at the moment as we think about how we're going to transition to a cleaner, safer, more secure energy system in the future. So, it's been, it's been fascinating to kind of make my way down this path, but I'm super happy to be right at the center of what I think is one of the most, most critical elements of our society and our economy moving forward.

Trevor Freeman 04:00

Absolutely and my goodness, if, if I ever meet that person who you know 20, 30, years into their career, is doing what they thought they would do at the end of college or university, I feel like I'd strike a gold mine. But now let's pivot over to EY global, and the work that EY does in the energy sector, specifically the role when it comes to the energy transition, tell us a little bit about what EY is doing in that space.

Greg Guthridge 05:39

Oh, Trevor, it's fascinating. EY has really taken a very progressive approach to helping our clients, a broad swath of clients, from industry to manufacturing to energy to utilities, you name it, across the spectrum. Really imagine you know how their capabilities; their value propositions and their customer experience need to evolve. Of course, I I represent the customer element of the EY practice in utilities and in resources, but we have experts that that can help with everything from infrastructure to generation to renewables, to audit and tax and financial services, and you name it. In the customer space, we're really laser focused on helping our clients think about and imagining. You know that if you think about it, the typical utility to date is, is the is the product of over 100 years' worth of development. Most utilities were formed in the Edison era, many, many years ago, and they have a big challenge on their hands. They've got to find a way to kind of evolve not only their business and operating models, but also their regulatory and their customer experiences to really form fit to the future, and that EY is right at the center of offering a whole gamut of different capabilities across the spectrum, across their value proposition, to help them through that, that transition.

Trevor Freeman 07:15

Now you use the word customer, I assume you're talking about that end user of energy, that end user, of, you know, electricity, in the context of our conversation today is, do you differentiate between sort of that residential user, someone in their home and powering their appliances, versus, you know, medium, commercial business, versus those large, mammoth users at the data center level?

Greg Guthridge 07:39

Yeah, Trevor, I'm glad you brought up the word customer, because we use that word as kind of an overarching term. And let me maybe, if you don't mind, I'll, I'll dive in a little bit more on that, because customer is, is actually, you know, I'll use it on occasion, but it's actually a bit of an old-fashioned term, believe it or not, it's, we try to use the term consumer, or, even better, omni-Sumer, when we talk about the participants in the energy experience moving forward, and we're picking these words carefully, because customer kind of implies a one-way interaction. Consumer implies that you're dealing with a customer or a participant that's two way that's engaging, you know, in a much more active capacity. And then you get into omni-Sumer, which is the what we believe, really the consumer of the future. These are participants that are, you know, multi-channel, Multi Product, multi provider, a many to many kinds of experience. So, you'll hear me use them all interchangeably, but really, what we're trying to convey is that, you know, the good old days of somebody at the end of the value chain just receiving a bill for our energy that they take for granted is disappearing. Now, to your actual question, you know, around, you know, the different strata of consumers. We do think of it in terms of, there's residential customers, you know, the mass market, the people at home, and then we have a number of other sorts of major categories that that we think about. There are small and medium businesses, large, commercial and industrial. There's a category which we call mush, which is municipal and universities and schools and hospitals. And then there's a, you know, kind of new categories of consumers that are forming peer to peer, and prosumer, type of consumers that that are trading energy, you know, you know, they've got, they might have electric vehicles or solar or storage, and they're not just consuming electricity for their own benefit, they're actually selling it back into the grid or to others and becoming more of a business partner along the way. So, the takeaway here is that what used to be a passive one way. Customer experience is now leaning into a much more two way engaged and much more complex consumer experience between the energy provider and their and their participants.

Trevor Freeman 10:14

Yeah, and I don't want to paint the picture that this is unique to the energy space or the utility space, because so many different industries we hear about it all the time are being disrupted by changing technology, changing customer preferences. But I think it's really true in the utility space that as you described, the customer, or the consumer of even 20, 30, years ago, doesn't really exist anymore. Is fast becoming kind of out of date, and that whole landscape is changing drastically as we move forward. And so, all the things that we're going to talk about next are kind of in the context of we're looking forward, and we don't necessarily have a great model in the past to tell us, what is that relationship with a customer going to be 20 30, years down the road, because it's changing so rapidly,

Greg Guthridge 11:02

you betcha,

Trevor Freeman 11:04

just to throw one more one more variable at you, it's not just the different types of customers that a company like EY global is dealing with, because you work across the globe in many different jurisdictions, you're also dealing with different regional challenges when it comes to the energy transition. You know, energy typically is a at least partially or fully regulated sector. You're dealing with different regulatory bodies, different governments. Tell us how you approach that difference. And so obviously, as our listeners know, I'm sitting here in Ontario. Has got a pretty complex regulatory environment. How do you tailor your services or your advice to your customers or to your clients in those different areas?

Greg Guthridge 11:51

Yeah, fascinating question, Trevor, and you're absolutely right. The regulatory models, the products and services, even the consumer bases, they vary dramatically. You know, market by market, country by country, region by region. At EY, we take a kind of a two-pronged approach. The first is that, you know, there's more similarities than there are differences. When you kind of peel back the curtain and you look at the basics, and the basics are, we have to find a way to provide to help our utility clients provide the most effective, affordable and safe and secure, reliable energy. And from a consumer perspective, that really leans in on a couple of key pillars that don't vary anywhere that affordability, value based, cost effectiveness of operations, revenue growth and along the way. Let's make this as engaging as possible for consumers and employees, so the basic building blocks actually don't vary that much around the world. What does vary is whether you're regulated or not your products and services vast differences in the kinds of products and services that really resonate with consumers. And that doesn't just go for regional differences. It also goes for just variations in demographics and other, you know, social kind of variations that you see with consumers. And in that case, EY takes a very, you know, client centric approach. So, we take our building blocks that we believe are fairly universal, and then how we implement those in a particular region or with a particular utility, that becomes a much more unique and custom process, where we work really closely with the client to be as centric as possible in in thinking about for this particular utility in this particular market, what's going to make the best sense and what's your priority? So, it's a bit of a combination of trying to use standard building blocks, but then apply it in the most customized process imaginable.

Trevor Freeman 14:06

Yeah, and then, just speaking from experience, working at the sort of, you know, distribution utility level, right down, I guess you can say on the ground, with the customers. It's then our challenge at the utility to take that insight, to take that learning and figure out how to apply it or how to use it to support our specific customers, consumers, individually. So great, great to break it out like that. Okay, I want to ask you about EY's voices of the energy consumers initiative, and this is some research that you did and trying to help us understand who is out there engaging with energy, and what are they thinking. Trying to profile some of these individuals a little bit. It reminds me of that technology adoption curve that folks may be familiar with, and able to identify where they fall on that curve. So. Tell us about or give us an overview of that, of that initiative, and what you're trying to understand from that.

Greg Guthridge 15:07

Trevor, I'm going to start the response to this, and then I'm going to hand it over to Nicholas Hancock, who leads our research. To give a bit more of some color commentary on how we structured our research. But to start up with we really about four or five years ago, we started to really think about the supply and demand of the energy transition. And a lot of focus around the world is on the supply side, building the infrastructure, building in new renewable and green and sustainable sources, getting all of the technology to get cleaner power from one place to another, from an engineering perspective. And what we really started to realize is that as part of the energy transition, if you think about it, we're trying to do a generation of change in just a couple of decades. And on the demand side of this equation, we've got a bunch of very complex consumers, consumers that you know interact and behave irrationally with different behaviors. Some will be very excited about the energy transition. Others will be very reticent, and everything in between, and so in order for the energy transition to accelerate and to achieve the benefits that we're all looking for, we need to find a way to engage the consumer in ways which, frankly, are going to really push the envelope with consumers. So we started our research program, and Nicholas Hancock, who's on, uh, has been leading the charge. And I think Nick, if you don't mind, can you give us a quick overview on the global nature of the research and how we've approached it?

Nicholas Handcock 16:52

Yeah, absolutely. So we started our research program about three years ago, really trying to take a global view, mixing regions that are both, some of them really leading out there on the front edges of the energy transition. So, we've got countries, for example, like Sweden, that are, you know, kind of further down the path as well as, you know, North America, which is, I would say, a little bit more in the middle. And then we've got some countries that are maybe lagging or taking their own paths in the energy transition. We've included countries like China, Singapore. We included Indonesia last year. So really a global view of what are consumers kind of thinking in terms of how they approach the energy transition, what sort of products and services are they interested in, and what are the values and preferences that they bring to it when it comes to their energy providers, but also a broader ecosystem of providers that we see emerging out there, who are they really interested in turning to when it comes to advice, when it comes to learning about solutions, purchasing them, and even things like, for example, control over solutions in the home, which, when it comes to, you know, energy, flexibility in the future is really important. We've been exploring how do different consumers approach and feel about this. And so, what we did is we, develop a survey, we're entering our fourth year of doing that. Now we work with a third party to do those surveys online across the globe. So, it is sort of an independent third party that helps us to perform those and then we take those results back and take a look at what we see. And to your point, Trevor around, sort of the voices of the transition we've been looking at, how do some of those different groups break out? What are the different values of different aspects of those consumers out there? Because even sitting around the dinner table, I'm sure everybody can feel we don't all have the same opinions when it comes to energy, and even more so when it starts to come to things like changes to your home or changes to your vehicles. So that's really what we've been exploring for the last number of years.

Trevor Freeman 18:41

Yeah, great. So, you've identified five different, let's call them archetypes or types, you know, profiles, if you will. You call them your eco energy profiles. Can you walk us through each of the five and give us a little summary of you know who that person is, or who that individual is that fits within that profile?

Greg Guthridge 19:01

Sure. Trevor. You know what we did is, having looked at all these different markets, we found some pretty interesting similarities, and the percentages of the population that fit into these five categories, it varies quite significantly, market by market, country by country, geography by geography, but there is some there's a way for us to more simply think about a incredibly complex, fragmented, distributed customer base, residential mass market customer base, into what we think are really simply five different categories. And we the organization of these five categories. We've thought about them from a behavioral perspective, from a value from you know, what's their interests, and how do they plan to engage? And sort of in sequence here, I'll talk about the five, and I'll put them in the order of from most active to least active. I'll describe each of these. And the key thing here to keep in mind is that there's no wrong place to be as a residential customer. And you can actually flip around. You can move from one place to another almost overnight. So, it's quite a fluid approach here. But the first category is what we call the energy champions. They're the savvy customers. They're actually the customers that have been the first to move and the ones that we see in the news already. They're probably already using new energy products and services in their home. They might have solar on the roof. They could potentially have storage. They might already be using an electric vehicle. We make fun of this category a little bit. They're usually the ones that pre order their iPhone. They might already have a have a have an interest in the new Tesla truck or some other you know, device. They're absolutely the innovators. They're the early movers, and they're interested in spending time researching. They're going to pay attention to where their energy source is coming from, and they're going to be quite active. So those are the energy champions. The next category is what we call the energy enthusiasts, and this is actually the one that that we have to pay the most attention to. They're the fast followers. They're the energy conscious category. And when they when they observe what the champions are doing, and when they get a bit more comfortable and they start to move, they actually will influence the whole market. And as the enthusiasts maybe slightly a little more cautious, but they're also the fast followers, so once they can see the value proposition, once they're convinced that the technologies and capabilities are for real, then they're going to move. They may not pre order their iPhone, but they're probably pretty close in terms of thinking about how they're going to advance into the energy market. The next category is the novice category, or the agnostics. And what's interesting about these this category is this segment of customers or consumers. They they're actually, you know, pretty passive. They can see the value proposition. They can see that there's, there's a lot of people taking interest in it, but for a number of different reasons, they're not moving. They're very novice, they're very they're very agnostic, and it's because they're starting to think about other things, like, well, all right, I can see that I can save money, or I can do something that will improve the environment, but it's just going to take too much time, or I have other priorities or whatever. So as a as an industry, we need to find a way to kind of activate and excite. We need to make it as effortless and frictionless as possible for this category of consumers to move, and they will move, and they will do things, but they're, they're just influenced by a whole lot of other variables that, that you know, that that they believe, are a higher priority. The fourth category is what we call the bystanders, or the skeptics, and they are the ones that are a little bit they're not, they're a bit mistrusting, frankly, of the messaging around the energy transition, around sustainability or environmental and they're probably going to take a fairly skeptic approach to is this for real? Is it really going to provide me benefit? Is it really going to, you know, advance my personal capabilities? And so, what's interesting about this group is they're, they're actually very interested in new energy products and services, but for different reasons. So, they're going to want, you know, more control. They're going to want, maybe, off grid capabilities. And so, they, they're actually as interested as the others, but the way you approach them is going to be very, very different. And the final category are the allies. And this is a, you know, energy is a household necessity. And this category is very dependent. There they might have, you know, income challenges. They might have other challenges that that that we have to look after. It is a critical household service that we provide, and we need to make sure that we look after, you know, the low income, the vulnerable, the medical dependencies that you find in the allies or the dependent category. So, the range of consumers across these five will vary. We've got a great little quiz that you can take out there on ey.com or you can go out and answer some questions, and it'll tell you which kind of consumer you are today. But it's yeah, we see that most consumers will fit into one of these five categories and then move from there, depending on what's happening in their life. Experiences.

Trevor Freeman 25:02

I agree. I'm glad you brought up that quiz, because I know I spent a bit of time going through it and just reading the descriptions. I was pretty sure I knew where I fit in that, and the quiz kind of made me realize, yeah, it can change from time to time. It can change from answer to answer, and depending on what it is. So, it's interesting. And for our listeners, if you have a chance, check it out. You can just, I don't know, Google EY eco energy profiles, and it'll come up, I'm sure. Thanks for explaining that, Greg. And my next question is, why? Why does it help us to have these profiles in mind as we approach the energy transition as the utility industry, as energy providers out there in the sector?

Greg Guthridge 25:44

Oh, good question. Trevor, yeah. What's the point of all of this? Why? What are we trying to do? And here's the thing, we can't approach the consumer base as one homogenous group of people. That's insane, if you think about it. No other industry would do that there that you have, we have to target our messaging, our value propositions, even our customer interaction channels, so that we can appeal to the lifestyles and the interests and the behaviors and the overall approach for each of these different customers. So, a spray and pray one size all approach won't work. What we need to do instead is be as tailored as we can. And what we're suggesting is we don't have to we don't have to go crazy here. We don't have to have hundreds and hundreds of different kinds of customer segments. We can really gravitate around five that really cover 80% of the customer base very, very well, and this will help the utility in many ways. It will help them think about and target their programs, their products, their services, so that they're not wasting a lot of time and effort promoting to one customer base or one segment something that just isn't going to resonate, they can start to vary their propositions and their interactions for products, programs and services accordingly. We think it'll help save money, and it will help the effectiveness of the targeting with these customer bases in a much more thoughtful manner.

Trevor Freeman 27:21

Great during your research. Did anything really jump out at you as notable or surprising, you know, unexpected when it comes to those, those beliefs or that, those values that people hold when it comes to energy? Did anything really stick out, as you know, worth noting?

Greg Guthridge 27:39

Great question, and there's a couple of observations that we've had in the research that that sort of drift to the top fairly quickly. The first is that sustainability and environmental messaging only really applies to a third of consumers. The majority of consumers are actually much more motivated by other creature comforts when they're when they're buying products and services. And so, while it's an it's important for us to, for us, for the industry, to share environmental and sustainable products and services and the benefits of those we also need to augment that with other buyer values that the actually the majority of customers still prioritize. And this is, you know, convenience, comfort, control, price, affordability, reliability, those are the bedrocks. And what we found is just leading, just leading with a sustainable message probably is limiting the appeal of the products and services. And so, if we can make sure that we always really kind of tailor our messaging with a broad swath of buyer values, we're probably going to appeal to more consumers. So that's the first thing that we found relatively surprising, and it doesn't, it's not actually surprising, if you think about it, because, you know, environmental and sustainable messages is really kind of an intangible benefit for most people. It's and what we need to do is really find ways to be much more concrete and tangible and real around benefits that customers can touch and feel and smell immediately in that as they make their investments in their energy experience. That's the first thing. The second is that when we look at the consumer base, we need to remind ourselves that the old guard, the you know, the Generation X and the generation Ys are now being replaced with the millennials and generation zeds, and they want something different from their energy provider. They're not particularly in the space where they're going to benefit from the same things that the generations previous to them. And they're going to want more subscription based pre pavement pay as you go, kind of capabilities. They're going to be much more digital in their interactions. And they're, you know, we need to make sure that we're designing the energy experience of the future for the future, and not for the traditional segments of or, you know, age stratification that we've got in the past. So, we need to hand the baton over to the millennials and the generations that who will ultimately decide the success of the energy transition.

Trevor Freeman 30:33

Yeah, I think it really does highlight the need, you know, both of those kinds of last two explanations, the need for us and the utility sector to really be empathetic to who our customers are and to what they're thinking and how they approach things. And we've talked before on this show about not just holding our own values and approaching things with our own values, but understanding what our customers values are and kind of meeting them where they're at. And I think your research just highlights the importance of that as well. You also wrote an article where you noted that most energy consumers kind of feel like they're already doing everything they can to shift their behaviors and habits when it comes to energy consumption. And that's not to say that they don't recognize there's more that can be done, but they feel like they are giving it their all. You know, they can't afford to do more, or they don't have the time to do more that they're kind of maxed out. You know, 70% of, I think, respondents to your to your survey, said that they're not willing to spend any more time or money to do more. And you've come up with these three A's of energy, and I'd like you to talk us through what those three A's are?

Greg Guthridge 31:43

Sure. Trevor, yeah, definitely. We it's consumers are telling us that. You know, based on their current environment, their current economics, their household experience, that they're pretty much doing everything they can. If you take that eco score, you'll find out pretty quickly that there's all kinds of things that we're expecting consumers to do. Consumers really do. Need to change their lifestyle. Businesses need to change their business practices in ways that are really going to push the envelope beyond most people's comfort zone. So we've got a bit of a challenge here, which is the research is clear. Consumers are saying we're already doing everything we can, and we can see that there's all kinds of things that that we still need to do up and down the value chain. I'm going to hand this back over to Nicholas to give us a little bit more of an overview of the three A's and how we use the three A's and thinking about how we're going to appeal to consumers in a much more thoughtful way. So over to you. Nicholas,

Nicholas Handcock 32:45

Thanks, Greg. Yeah, the three A's is something that is really what's the foundation of the energy experience to really bring along everybody. And I think one of the key ones we mentioned a little bit here is affordability, and it's come up in our survey. Is increasingly important in the last couple of years, as we've seen practically across the globe. Prices of everything have gone up, but at prices of energy have also gone up, and we see a lot of consumers saying that they're feeling quite stretched when it comes to their home bills and their energy bills. And in fact, most people say they can't even absorb a 10% increase in their energy costs. And so affordability is kind of on edge and on top of people's minds. But then we also see consumers really interested in things like prepaid energy or more subscription based energy type services. So I think you know, when it comes to affordability, we're not always able to lower the prices that there is a fact that energy requires an investment, but there are maybe more innovative and creative ways that we can work with consumers to help them manage that affordability. And that's one of the key points, is, how do we think about that in new and different ways and get more creative and work with our regulators to really to do that? The second piece of the second A is access. And, you know, access to the products and services, access to the benefits of the energy transition, have been maybe rather narrow. To date, there's been a smaller group of folks who have been able to afford an electric vehicle or afford to put solar or battery storage on their homes or install a heat pump, and start to see some of the savings. And what we see is a lot of consumers are starting to say that they're feeling a bit left behind by the solutions that are out there today in the energy transition. So when it comes to access, there's an idea of kind of equity, and how do we make this a bit more equitable and have solutions available to all? And again, I think it requires a bit more creativity. Some of some things like community solar or even community wind farms that we see popping up in the UK, are interesting solutions to help more people come along, and then you've got a lot of subsidies or rebates and things available, but not everybody knows about those so there's a role to play to help educate consumers, make sure they're aware of it, but also just make it an easy experience for them to access those things, because we see that that can often be a challenging experience. And then the final one, Greg, you mentioned appeal. That's our final A which is, how do we actually these different kinds of consumers out there that we've. On the residential side, but we've also got small, medium businesses, which are very diverse across different sectors, and then on the commercial, industrial side, different types of companies looking for really different kinds of solutions to achieve their goals. And how do we actually appeal to all of these different organizations and customers? And you know what it is that's important, is that, and you said it, Trevor, how do we appeal to the values that they've got to really what they're looking for in terms of outcomes, and it's going to be different for everybody. So it requires a much more targeted and tailored approach to thinking about consumers and that empathy to really understand what's important to them, what's important to their business, and what's important to kind of the bottom line for those large business customers as well, and make it really you know, appealing energy can be fun. We see it in some other markets that you know, for example, power shop in New Zealand's always one of my favorites. They're really a fun brand that's all about prepay energy and a digital customer experience with really fun social media. How do we start to make it fun, for example, for consumers who do want to engage, and how do we make it just dead simple and set and forget for consumers that want it that way as well. So that's really the three A's that we see as the foundation of this future energy experience.

Trevor Freeman 36:07

Thanks for that, Nicholas, I appreciate it, and I think that it kind of leads into the next question that I have. You've already addressed it a little bit, but you also talk about how energy providers are really good at investing in technology. We're good at knowing kind of, let's call it the nuts and bolts, or the poles and wires of energy. We know how to get those electrons, in the case of electricity, out to our consumers. And as we look at the energy transition, there's almost this, like knee jerk reaction to say, Yeah, okay, well, more poles, more wires, more transformers. But there's this whole human element of the energy transition that also needs attention and needs to be invested in. Can you expand a little bit on that human element, and how utilities and energy stakeholders can kind of lean into that to help address some of these challenges?

Greg Guthridge 37:00

Oh, Trevor, great question. And you know, if you think about it, energy is, is it's taken for granted, for by most people, it's, it's, it's just there. And when it's not there, you become incredibly irrational. So you switch from being rational to irrational in record time at the very moment, but your power's out. And there is another interesting element to energy it. If you think about if you look at customer interactions, 70% of customer interactions are actually negative with their utility. And it's not, it's not the utility's fault. Usually, it's just a negative experience. My power is out. I can't pay my bill. I'm moving house, which is one of the top 10 most stressful events in people's lives. All of these thing's kind of add up to, you know, a negative and irrational interaction around energy. It's when it's on and it's working and it's affordable, great, no problem. But when anything goes wrong, you see consumers kind of switch to being quite irrational, very, very quickly. And what's interesting is, if you think about the customer experience, and I don't you know, historically, it's we've designed this, you know, with engineers and financiers involved in the process. And it's, it is, it's very methodical, and it's, it's very logical, but is it really suited for irrational consumer behavior? Maybe, maybe not, especially when we start to think about the new distributed energy and all these new kinds of products and services that are coming down the path. This leans us into the kind of so what which is we probably would benefit as an industry if, if every utility and every organization hired a behavioral scientist, somebody who's really, you know, very savvy and in these, in these different kinds of customer segments or profiles, and how and what those customers really value, and how they're going to interact. And start to tailor as best we can. We don't want to overdo it, but we, you know, tailor and form our product services and interaction channels for these different consumer bases, that would be a, you know, that will be necessary, and we see that we're inspired by what's helped happen in telecommunications and cable and some of the other service home service providers, how they have really leaned in on A much more behavioral approach to their consumer base.

Trevor Freeman 39:42

Yeah, and, I mean, I guess, keeping with the theme of three chunks of threes, you kind of expand and you take that into these three areas of action that energy providers can take to help their consumers on that journey, as we talked about and you even make the note of saying the companies, energy companies, have to do everything all at once quickly. We can't sort of pick and choose when it comes to rethinking the way we're engaging with our customers, our consumers. So help me understand these three areas of actions that that are so critical for energy companies?

Greg Guthridge 40:20

Yeah, again, I'm going to hand this over to Nicholas in a moment. The you know, the message is that, again, we are we're trying to accelerate an energy transition measured in decades rather than in generations, and so we've got to walk and chew gum at the same time. And that utilities are immensely complex organizations that are already doing that, obviously. I mean, we're the infrastructure and the complexity to deliver, you know, electricity and natural gas to consumers is an Herculean activity already, and what we're suggesting is it's going to be even more complex now as we try to engage consumers in in, you know, these three key areas. So Nicholas, over to you, just to give a quick overview on what some of those key priorities are that we all have to juggle simultaneously.

Nicholas Handcock 41:12

Yeah, you bet. And it's, you know, it's probably overly simplified, but to get it down to threes, I think the first one that we talked about is really thinking about reinventing the basics. And I know, Greg, it's one of your favorite things to talk about, spring cleaning that you know, a lot of utilities are really the product of, you know, 100 years of history and of built-up complexity and taking a step back and saying, how do we really simplify a lot of our internal processes? How do we simplify and automate things to help the employee experience, but also flip that lens to the customer side? How do we make things as effortless and easy as possible for customers, really, across every kind of interaction that we could be having with them? You know, focusing on like one and done, we really finished. Finished, start, finish. What we start when it comes to customer experience, so that reinventing of the basics and that comes also to areas like outage and reliability, where we see that being more and more important in a lot of places. How do we think back to that experience and make it really the best that it can be? I think the second area, we call it onboarding of the new which is, how do we make you know, consumers? How do we go and engage them and really more of a personalized way? How do we tailor things to the best that we can in a cost effective manner, and really start to bring in those new programs and products and services that we want to take to customers and have that new messaging for them, and build a new kind of relationship, as Greg said, meeting customers where they are, and creating a new kind of connection point with customers when it comes to energy. And the final thing is really thinking about scaling for the outcomes that we're trying to achieve. And there's a lot of things to focus on here. I think a lot of utilities have gotten stuck in pilot mode when it comes to a number of things, whether it be new programs or new products and services or things like new technology, like artificial intelligence. And what we see is that the time for sort of pilots and testing is really over. Consumers and the energy transition are moving forward very quickly, and it's time to really reach for scale when it comes to things like introducing new technologies to make experiences better, to simplify, but also scaling those new products and services in a way that's going to be effective for a future that has sort of mass adoption. We're moving beyond the early adopters. And now we need to think about moving from pilots to scale. And so that scaling for outcomes is really the third place to focus on.

Trevor Freeman 43:29

Yeah, and that's a great I like kind of ending up there that looking at, what does this look like when we move past that pilot stage, past that Imagineering stage, if you will. And that's kind of where I want to wrap things up today with my last question. And I'm going to put you guys on the spot a little bit here and ask you to, you know, think about those stakeholders in the energy sector that you're working with. You know, knowing your reach is global, who are doing a really good job of this, who are further down this path towards the transition than others are, and what does it look like, both for that, both for that kind of utility actor, as well as the consumer, when you've got an energy sector, when you've got an energy system that is closer to where it will be in this future that we've been talking about than where we are today, with maybe some of those lagging actors. What does that look like? What is it like to have an energy sector that's really through the transition, if you will, or close to that?

Greg Guthridge 44:33

Oh, Trevor, yeah, let's, let's pull out our, our, our little crystal ball, and see what the future is here. The future is ubiquitous energy. The future is consumers who are multi product, multi-channel and multi provider, and who have a connected ecosystem of energy devices that they can override and control, but are also. So simple and automated in many ways, they we have simple, clear too easy to understand billing and payment capability that's fully integrated, and we're providing a convenient, effortless and frictionless experience, both for residential customers, for the mass market, as well as for businesses, we're leaning in on new energy load growth, whether that's, you know, data centers and any number of other things, and we're leaning in on this convergence of the home and the automobile, which is going to be a fascinating transition in the future. So how and what that is going to look like in the future is going to vary dramatically for different utilities, and the duration that it will take will also vary dramatically. That's really where we're headed, and it's super exciting to see this, this unfolds across the globe.

Trevor Freeman 46:04

I think it's helpful to try and get in that headspace from time to time, because we spend a lot of time talking about where we are now and the challenges we face and the big things that have to happen, and we talk about the solutions as these kind of nebulous things, but really thinking of what's the day to day, like when we get through this energy transition, or when we move further than we are today, I think is helpful to give us that I don't know, call it hope for where we want to be in the energy sector. So to wrap up our conversation today, I always ask our guests a series of questions, just to help kind of get to know you and get out of this space for a little bit. So given that there's two of you, I'll just throw the questions out there, and either one of you can answer. You can fight over who gets to answer or who has to answer. I'll leave that up to you. So, to start us off, what is a book that you've read that you think everyone should read?

Greg Guthridge 46:56

Oh, what an interesting question. And it's interesting. We have a we actually have a book club at EY, a monthly book club, and we've covered, I very kind of different book. And what's fascinating is, after two or three years of having a an internal book club at EY, my favorite book isn't even on the list yet, and it's actually called the future we choose. And the author is Christine Figuerellis. I think I might have heard her last name, but the future we choose, and it's a really optimistic book on the future of how we can navigate. It presents the challenge ahead, but also gives us hope and optimism in how we're going to navigate that that transition. So great, great little book, a good read, nonfiction to some extent, and worth a quick, worth a quick read.

Nicholas Handcock 47:58

I'm surprised you didn't, didn't pick it, Greg, because I know this is one of your favorites, but I thought I'd thrown out as one that I think everyone should read is that it's a bit of an older book, The Effortless Experience, by Matt Dyson, and it's, you know, it's all about customer experience and how most customers really just want the simplest customer experience possible. And that's really what moves the needle, is making it easy and effortless for people, and even proactively making it so they don't have to connect and contact us. And I think as utilities, it's a good one to think about. As the experience gets more and more complicated, how do we actually make it simpler?

Greg Guthridge 48:30

Yeah. Nicholas, you named it that's, that's, that's, you know, for years, that's been one of my favorite books. So yeah, the effort listed customer experience. Matt Dyson, great book.

Trevor Freeman 48:42

Both of those are great I love the idea of holding on to that hope and optimism and then that sort of practical look at, how do we how do we let customers have the easiest experience with us as possible? Both of those are great choices. So, the next question is kind of the same, but for a movie or show what's a movie or show that you think everyone should have a look at?

Greg Guthridge 49:04

Oh, yeah, Trevor, we've all, you know, we all survived the pandemic with all kinds of different media options here. And, you know, actually, during covid, one of the movies that resonated with me was this was a book or was a movie called The biggest little farm. I don't know if you've heard of it, but it's a it's a fascinating sort of journey around sustainability. And you know the creativity that those residential customers can take. It's, it's fun, it's light, it's a good Friday evening kind of movie, if you know what I mean. So have a chance. Check it out. I think it's four or five years old now, but it's called the biggest little farm,

Trevor Freeman 49:52

Perfect. My next question is, now, now both of you guys' travel, I think, a fair amount, so this is either going to be an easier or harder question for you to answer, but if someone gave you a free round-trip flight anywhere in the world, where would you go?

Greg Guthridge 50:07

Well, that's easy for me. I'd probably go to either New Zealand or Italy. New Zealand because of the amazing environment and landscape, and it's just it's such a beautiful part of little pocket of the world, and Italy for its food, that would be easy. Nicholas?

Nicholas Handcock 50:24

I think I would jump on a plane to Japan. Greg and I both spent some time working there as the market and energy was liberalizing. And it's such a unique and interesting place that I just absolutely love and sort of on the nerdy side, from the energy side of things, it's very interesting where you've got, you know, subway companies and things selling electricity in Japan, which is, you know, different and unique from a lot of places in the world.

Trevor Freeman 50:48

So cool. I mean, I've done a bit of traveling as well, and I think those, those things that you guys both highlighted. I mean, food, for sure, is phenomenal to go somewhere else and experience different food. And nothing really beats good Italian food in Italy, but also those examples that you brought up Nicholas, of just different ways of doing things that we don't consider or don't seem to fit within our culture here, that maybe we should be looking at. And yeah, I love kind of seeing those examples and hearing about those examples. So, both great, great answers. Okay, so to wrap it up, then, what is something about the energy sector or its future that really excites you, that you're really pumped about

Greg Guthridge 51:27

I'm excited that we are approaching the energy experience from a technology and operations, a consumer lens, and you can see a future, an Ubiquitous Energy Future, where consumers are much more active in their experience. They're benefiting from that experience. We don't we can do this. We can make it affordable, we can make it reliable, and we can make it much more convenient for consumers in the future. So it's just going to be fascinating to see this convergence of technology, of societal along with all these new products and services kind of converging together. And you know, there's a lot of other industries and sectors, from, you know, manufacturing to industrials to automotive that that will play an increasingly interesting role as this convergence occurs in the marketplace. So it's just going to be fascinating to be a part of.

Nicholas Handcock 52:33

Yeah, and I think piling, piling onto that, Greg, I think it's really exciting that the spotlight is on the energy sector. You know, it's in the headlines in the news. My family and my friends asked me about it and asked me about topics that are related to my work, which probably five years ago they thought was very boring, and now it's getting exciting. I think it's also really exciting when it comes to thinking about the talents, the investment, the innovation that we can attract to the sector. We're already starting to see it startups and things having really creative new solutions coming to the energy sector that maybe used to focus elsewhere. So I think there's just so much innovation and change coming. It is really, really exciting for the future.

Trevor Freeman 53:12

Great. Well, I think that's a pretty phenomenal place to wrap up with, with that little pump of optimism. Nicholas and Greg, I really appreciate your time, and this was a great conversation. Thanks for sharing your insights, and appreciate you coming on the show.

Greg Guthridge 53:24

Trevor, thank you very much. Appreciate your time today.

Nicholas Handcock 53:27

Yes, thanks, Trevor.

Trevor Freeman 53:29

Great. Take care, guys. Thanks for tuning in to another episode of the think energy podcast. Don't forget to subscribe. Wherever you listen to podcasts, and it would be great if you could leave us a review. It really helps to spread the word as always, we would love to hear from you, whether it's feedback comments or an idea for a show or a guest. You can always reach us at thinkenergy@hydroottawa.com