Rappahannock Electric Cooperative`s Personal Video Messaging

Rappahannock Electric Cooperative’s
Personal Video Messaging
Apogee Interactive’s Software Generates Customized
Information for Each Member
Situation:
Rappahannock Electric Cooperative (REC) was intrigued by the cutting-edge concept Apogee
proposed of sending personalized videos explaining bills to their members. Because the co-op was
already billing integrated with the Apogee analysis tools, and their staff was not afraid of being first
in the industry to try something new, they were a perfect candidate to try this innovative approach to
communicating with members.
Solution:
Beginning late summer of 2014, a project team consisting of customer service and IT staff from REC
and client support, creative services, and software development from Apogee, went to work. By the
end of October 2014, the first set of videos were ready to launch. To test the concept before sending
to the entire database of 40,000 members, a personalized video message was sent to a pilot group
of 2,000 members. The video messaging platform delivered customized bill explanations for each
member on the list. The final scene in the movies asked viewers to answer an online survey about the
experience. The initial group of 2,000 reported an overwhelming positive response, the personalized
video was then released to the full database of 40,000 members during the November billing cycle.
“The video survey results were resoundingly positive, reported Todd Jordan, Director of Member
Solutions for REC. “Ninety-five percent of the respondents found the information easy to understand
and 94 percent said they found the information useful. Overall, 92 percent felt the video format was
an effective way to communicate changes in their bill.”
“These short, animated videos explain changes in the monthly bill for each member,
showing the impact of weather and other factors in dollars and cents,” explained Jordan. “It’s
engaging and accurate because it’s using the member’s own home profile, billing data, local weather,
and housing construction norms for our region” he explained. “The more our members understand
their monthly energy use, the better equipped they are to make choices and changes in their energy
use or the energy efficiency of their homes.”
REC plans to continue distribution of the personalized video messages to members. Each month,
a different program or service applicable to the individual customers’ profile will be offered in the
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cont’d | Rappahannock Electric Cooperative’s Personal Video Messaging
closing scene, and we will monitor program uptake to get a better understanding of the promotional
power of this outreach method. Each quarter, the images in the short movies will be changed to
maintain customer interest.
Apogee’s energy and bill analysis software has powered Rappahannock’s online bill analysis tool
for several years. A recent integration of video technology with that software now enables the
creation of customized video bill explanations. “Studies show a video link will generate a 50 percent
or better open rate, while reading content on the same topic typically garners a lower readership
rate,” said Susan Gilbert President and Chief Executive Officer of Apogee Interactive. “We’re
delighted to assist Rappahannock in expanding its communication channels with its members and
to help educate consumers on what contributes to their monthly energy costs.”
If weather and other factors in dollars and cents,” explained Jordan. “It’s engaging and accurate
because it’s using the member’s own home profile, billing data, local weather, and housing
construction norms for our region” he explained. “The more our members understand their monthly
energy use, the better equipped they are to make choices and changes in their energy use or the
energy efficiency of their homes.”
Documented Accuracy: Apogee’s proprietary AMES engine is RESNET® accredited at the highest HERS rating
level and was ranked best-in-class in the BESTEST EX savings predictions test run by DOE and EPA.
See www.resnet.org and www.nrel.gov/buildings/bestest_ex.html.
APOGEE, now serving the energy industry for more than 20 years, is a trusted
partner in customer engagement to more than 650 U.S. utilities
APO 100114
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