H2020 REALVALUE D4.6 CUSTOMER RECRUITMENT ACTIVITIES (GERMANY)

Transcription

1 H2020 REALVALUE D4.6 CUSTOMER RECRUITMENT ACTIVITIES (GERMANY) 30/11/2016 Dissemination Level GDD / MVV / BEEGY Carsten Thomas/Doris Wittneben Carsten Thomas Public

2 Document History Version Date Contributor Comments Carsten Thomas/Doris Wittneben First draft Carsten Thomas/Doris Wittneben/Eva Jacques (peer review) Carsten Thomas/Doris Wittneben/Eva Jacques (peer review) Second draft Final version 2 P a g e

3 TABLE OF CONTENTS DOCUMENT HISTORY 2 1. INTRODUCTION AND OVERVIEW 4 2. RECRUITMENT GROUP A STEP 1: INITIAL CONTACT LETTER ON SITE VISITS 9 3. RECRUITMENT OF PARTICIPANTS WITHOUT CUSTOMER RELATONSHIP TO MVV MVV PROJECT WEBSITE PRESS COVERAGE MVV COSTUMER MAGAZINE RECRUITMENT GROUP B INITIAL CONTACT LETTERS CONCLUSION 15 3 P a g e

4 1. INTRODUCTION AND OVERVIEW The RealValue project aims to demonstrate how local small-scale energy storage, optimized across the European Union (EU) energy system with advanced ICT, could bring benefits to all market participants. One important part of the RealValue project is the field trial in Germany where 400 households have to be recruited to participate. This report describes (a) the customer recruitment process for the RealValue project trial in Germany, (b) the different communication channels used for recruitment and (c) the success of the recruitment activities. The trial in Germany will be involve customers with existing storage heaters. As depicted in Figure 1, one hundred of these customers will receive new Glen Dimplex Quantum storage heaters with the Smart eco system and BEEGY Gateway, in addition a smart meter will be installed (group A). A second Group of 300 customers will keep their existing storage heaters and will receive a smart meter (group B). Group B serves as a reference group. Figure 1 Overview of planned groups and installed equipment for the RealValue project in Germany. The trial in Germany takes place in Mannheim due to technical reasons and efficiency considerations. As MVV Energie holds most of the energy contracts in Mannheim, the recruitment process is aimed primarily at MVV Energie customers to make it as efficient as possible. However, storage heater users in Mannheim without an existing customer relationship with MVV Energie are also welcome i.e. it is not mandatory to have an energy contract with MVV Energie to participate in the trial. The overall recruitment process is quite similar for both groups (Figure 2), however, the individual recruitment activities have been tailored to suit group A and group B, respectively, as both groups receive different devices and play different roles in the project. In addition, the recruitment process had to be adapted for interested parties who have no customer relationship to MVV Energie. A service centre was appointed by MVV Energie to support the recruiting process. This service centre will remain the first point of contact for the participants for the duration of the trial. 4 P a g e

5 The overall recruitment process consists of 5 steps: Customer selection (1.stage) step 1 Initial contact Letter step 2 Analysing customer responses step 3 Installer on-site visit step 4 Decision and contract Participation in Real Value trial step 5 Figure 2: - Workflow for participant recruitment for the RealValue project trial in Germany Potential participants were preliminarily identified from the MVV Energie customer database (step 1). This guaranteed a time efficient and cost saving recruitment process, where customers of MVV Energie without storage heaters are excluded at the first stage of the selection process. If interested parties that were not preselected in step 1 contact the German RealValue project team via , telephone, letter etc., they are transferred to the service centre and included in the recruitment process (at step 2), if they meet the general conditions for participating. Because of the existing customer relationship with MVV Energie in most cases, MVV Energie acts as the leading organisation in the recruitment process with the customer. Consequently, the letters, leaflets etc. include the RealValue project branding and logo as well as the MVV Energie corporate branding and logo.. 5 P a g e

6 2. RECRUITMENT GROUP A 2.1. STEP 1: INITIAL CONTACT LETTER Potential participants are extracted from the MVV Energie customer database. A certain quantity of them are contacted via an initial contact letter (Figure 3). This letter informs customers about the aims of the project, the benefits for the selected participants and the stages of recruitment process. The letter has several attachments to provide more information about the project and to answer any initial questions. A RealValue leaflet (Figure 4) is enclosed. In addition, a short questionnaire about the property s heating and technical specifications (Figure 5) and a privacy policy (Figure 6) statement are enclosed. If the contacted potential participant does not respond within a certain period of time, a follow up letter is sent. Figure 3 Initial contact letter from MVV Energie to potential participants in group A. 6 P a g e

7 Figure 4 Leaflet with further information on the project for potential participants in group A. 7 P a g e

8 Figure 5 Questionnaire for potential participants in group A (extract). Figure 6 Privacy policy for potential participants in both groups (extract). 8 P a g e

9 In step 3, the returned letters are evaluated by MVV Energie in cooperation with GDD. Reasons for exclusion from participation at this stage include, for example: presence of electrical underfloor heating, power demand below a defined threshold. Mandatory criteria for participation in the project are: existing storage heaters and internet access. Potential participants that do not fit the criteria receive a rejection letter with an explanation for the rejection. Potential participants who have expressed an interest but are missing the required documents, receive a follow up letter, an or a telephone call to increase the success rate of recruitment ON SITE VISITS As step 4 of the recruitment process, a letter to the selected potential participants is sent by MVV Energie to annouce that an installer will contact them to arrange an appointment for a detailed analysis of the technical suitability of the homes. For these onsite visits by the installers, a questionnaire was developed that covers several important aspects of the trial. This questionnaire has to be completed by the installer. It includes several details such as: Technical specification of the property Type of storage heaters Type of domestic hot water preparation Based on the onsite visits, a final decision on whether to send a contract to the potential participants is taken by MVV Energie in cooperation with GDD. Typical reasons for the exclusion of homes from participation at this stage are, for example: storage heaters with asbestos, unacceptable state of the existing electric installation. As in the previous stage, potential participants that do not fit the criteria receive a letter with an explanation of the reasons for the rejection. In step 5, the selected participants receive a welcome letter including the contract (Figure 7).This contract has to be signed by both parties (participant and MVV Energie). If the flat/house is rented, the tenants and the landlord have to sign the contract. Installation work cannot commence until all required parties have signed the contract. The contract meets key ethical requirements, i.e. the customer can opt out at any time without penalty. 9 P a g e

10 Figure 7 Contract for selected participants in group A (extract). 3. RECRUITMENT OF PARTICIPANTS WITHOUT CUSTOMER RELATONSHIP TO MVV ENERGIE Additional communication measures were implemented to increase public awareness as well as to attract potential participants that are not MVV customers. This fulfilled an important ethics requirement by not purposely excluding any customers from participation. Several activities have been carried out focussed on public communication via websites, journals and press releases. If potential participants contact the service centre via , letter or telephone they are included in the overall recruitment process. The following examples illustrate these communication activities: 3.1. MVV PROJECT WEBSITE On the website the relevant documents for potential participants are available, they are regularly updated and they can be downloaded. The contact details ( , telephone) are provided here. A direct contact address for the customer service centre is also available. 10 P a g e

11 Figure 8 MVV Energie website for Real Value project PRESS COVERAGE Figure 9 Press article in local media. 11 P a g e

12 3.3. MVV COSTUMER MAGAZINE Figure 10 Article in MVV Energie customer magazine. 4. RECRUITMENT GROUP B 4.1. INITIAL CONTACT LETTERS As described in the conclusions below, the overall recruitment process was implemented successfully and sufficient participants were recruited for group A. As a consequence, the process was adapted and only slightly modified to recruit participants for group B. As described above, two communication channels were selected. A letter for preselected MVV Energie customers with thermal storage heaters is sent out, and an additional communication channel via the website is offered. This recruitment process is ongoing. The following figures illustrate these communications and the information activities for group B (if they differ from the communications and activities for group A). 12 P a g e

13 Figure 11 Initial contact letter for potential participants in group B. This initial contact letter for participants in group B gives information about the aims of the project, the benefits for the selected participants and the stages of the recruitment process from the point of view of a participant who will receive a smart meter for their existing storage heater. The letter has several attachments to provide more information on the project, and to answer initial questions. A tailored leaflet (Figure 12) is enclosed. In addition, a short, adapted questionnaire about the property s heating and technical specifications (Figure 13) and a privacy policy statement are enclosed. 13 P a g e

14 Figure 12 Leaflet with further information on the project for potential participants in group B. 14 P a g e

15 Figure 13 - Modified questionnaire for potential participants in group B (extract). 5. CONCLUSION A sophisticated process for the dialogue with potential participants was set up to accompany the potential participants through the recruitment process and to ensure maximum transparency and information flow, as well as compliance with ethical standards. The process was successfully implemented and proved to be successful in recruitment of the target number of participants for Group A. About 1500 customers were contacted via letters; the return rate was higher than 20%. On-site visits for about 77% of the interested participants were carried out, 50% of the visited households fulfilled the criteria for participation, 90% of these potential participants signed a contract. The efficiency of the recruitment process by letter was very high, whereas only few additional participants could be recruited via other communication channels. Nevertheless, these additional communication channels attracted a high general interest from the public and journalists. The process has been adapted and slightly modified for the recruitment of the remaining 300 smart meter customers (group B). 15 P a g e