MCR develops client specific electric vehicle (EV) strategies based on characteristics of the local auto market, the barriers to EV adoption, the potential impact of EVs on the distribution system, the state regulatory environment and the utility’s relationship with the commission, and the company’s strategy and risk profile. These strategies typically address the critical questions of whether it makes sense to invest in EV infrastructure, offer incentives to accelerate the adoption of EVs, create new rate structures to optimize EV charging times, and other strategies to stimulate the market and grow this new source of revenue.
To implement the strategies, MCR develops detailed EV pilots and EV programs. The pilots and programs include clear objectives and goals, and address regulatory filings and tariffs (if required), sales and marketing campaigns, data collection, analysis and reporting requirements. Finally, MCR assists in the implementation and ongoing assessment of the pilots and programs.
MCR develops strategies for new product and service offerings specifically designed for C&I customers. The products are typically based on new technologies, such as distributed generation (e.g., solar, fuel cells), storage (e.g., batteries), and microgrid components (e.g., controllers), which can be effectively deployed at a customer site. These technologies are often combined with data and information technology services in order to maximize the benefits to the customer and, in some cases, to the grid as well. The products are designed to be competitive with the offerings of other market participants and can be either regulated or unregulated.
MCR develops detailed plans to support the launch of the products and services. These plans cover sales and marketing campaigns, design and engineering services, technology supply chain, information technology, as well as regulatory filings and tariffs, as needed.
MCR develops Customer Experience strategies focused on optimizing each customer’s interaction with the company. These strategies start with a Customer Intent Statement that articulates how the company wants to be perceived by its customers. The Customer Intent Statement is typically tied closely to the company’s brand, but reflects the purpose of improving the customer experience (e.g., better regulatory outcomes, greater ability to compete in the market).
Based on this strategy, MCR develops a Customer Experience Roadmap that defines a multi-year plan describing the initiatives that need to be implemented to achieve the strategy. These initiatives often include improvements in communications (e.g., social media, company website), technology (e.g., outage notifications, high bill warnings), and employee interactions both at the call center and in the field. The roadmap is often based on documenting all of the “touchpoints” of customer contact with the utility (e.g., call center, field employees, sales team members) and defining the critical journey maps (e.g., how a customer purchases a product, how a customer resolves a high bill concern). Finally, MCR assists in the implementation and ongoing assessment of the Customer Experience Strategy and Roadmap.
MCR assists its clients in understanding the value of financing in accelerating the purchase of products and services. The “Case for Financing” captures the real world results of other companies across multiple industries that have experienced the benefit of higher sales from lower upfront costs to customers. The product financing strategy reflects these learnings in an approach that centers on the utility’s products and services and forms of financing that would benefit both the company and its customers.
Based on this strategy, MCR works with clients to address the myriad of detailed issues about offering financing, such as the impact on the company’s balance sheet, tax issues, the use of third party financial institutions, credit/delinquency risk, and the regulatory restrictions around on-bill financing. MCR then assists in incorporating financing into the design and marketing of specific products and services.