Understanding new customer personas and their attitudes towards net zero
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How comfortable are you using technology such as smartphones, tablets and apps?
Take this simple questionnaire to discover how well prepared you really are, and what steps you may need to take to make sure your customers get the best collections experience.
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Why are we asking this?
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Customer demographics strongly affect both channel choice and response rates. Your ability to periodically collect the right data and feed it back into collections policy and customer cases can massively increase engagement rates.
You answered: Proactive outreach at least annually
Being proactive with channel preferences is a great way to make customers feel heard and respected. However, preferences can change regularly, so agents must be able to follow and update them and track case histories to monitor the customer’s situation.
You answered: At onboarding
Many organisations work with outdated channel and contact preferences, which will often have changed since onboarding. In addition to common address, email and phone number changes, the sheer embarrassment caused by debt may mean that your customers have new preferences, such as the wish to talk through problems in private or perhaps to self-serve online.
You answered: Confirmed at every conversation
Tracking every conversation is at the heart of human-centred collections. Agents should be able to record changing preferences as they happen, and to track case histories to record the customer’s personal situation as it evolves.
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Not comfortable at all
A little uncomfortable
Very comfortable
Quite comfortable
/8
What is your annual personal income?
Up to £20K
£20k to £30k
Above £40k
£30K to £40k
What is your view on climate change?
It's over-hyped and not important
It's a problem but there are other issues that are more important
It's a crisis that needs urgent attention
It's a serious problem we need to solve
How big a lifestyle change would you be willing to make to reduce your carbon footprint?
No change
A little change
A very large change
A considerable change
Would you consider switching to renewable energy?
Definitely not
Perhaps not
I would definitely consider (or I already have)
I might consider
Would you consider generating your own energy, for example, with solar panels?
Would you consider buying energy or water saving appliances?
What would you (or do you) use a smart energy meter for?
To save money
To have more accurate bills
To reduce my carbon footprint
To use less energy
Empowered Activists
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Persona summary
Typically men and mostly aged under 35, working full time with a personal annual incomeof £30k and above. They believe climate change is a crisis and are prepared to make lifestyle changes in order to reduce their carbon footprint. They either have or are willing to switch to renewable energy, buy energy and water-saving appliances, and generate their own energy. They are motivated by their desire for a better future for their children and grandchildren, and cleaner air and less pollution for themselves. They use (or would use) their smart meter to save money.
Demographic profile
Empowered Activists mostly consist of households with young and adolescent children and they are the most affluent and professional audience segment, consisting largely of ABC1s.The majority are homeowners, living in a mixture of property types including flats, although a minority will rent privately. They are one of the youngest groups but also the most affluent, soare likely to be ambitious achievers looking to make an impact on the world.
62% male
38% female
86% ABC1 social group
14% C2DE
51% have an annual personal income of £50k+
68% homeowners
58% have young children, aged under 9
88% are working full-time
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Readiness for
Net Zero
How to engage with Empowered Activists
Lower bills
They are already careful with their energy consumption at home, but would see reducing their bills as a badge of their commitment to reducing their carbon footprintrather than a financial priority. They could be concerned that their bills don’t increase astheir family grows, so would need to be reassured that their everyday living costs can be effectively managed. They might be interesting in learning more about how savings they make on their energy costs could fund their investment in new appliances and solutions.
Living better
They are motivated by a warm and comfortable family home and a cleaner, lesspolluted environment. With busy lives, they might be receptive to the idea of having more oversight and control, for example, through their smart meter and by switching to digital billing.
Being greener
They are keen to reduce their carbon footprint and would be open to which ever options are available to them. However, they are wary of the cost and would need to understand the financial modelling in terms of return on investment over the longer term. They would also benefit from being kept up to date with whatever action their utility provider is taking to address climate change to address their concerns that they are not doing enough.
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Net zero
Green Prestige
Typically men and mostly aged over 55 with a personal income over £30k. Consider climate change to be an important issue. Willing to make some lifestyle changes and if they don’t have renewable energy, water or energy-saving appliances or generate their own energy, they would consider it. Motivated by cleaner air, less pollution and the benefit of making the world a better place for their children and grandchildren. Use (or would use) their smart meter to reduce energy consumption and for home automation.
Green Prestige consumers tend to be in their late forties and fifties, mostly ABC1 and earning comfortable incomes. Most have adult children so are likely to be living as a couple or alone. The vast majority are homeowners, with most in semi or detached houses.
65% male
35% female
79% ABC1 social group
21% C2DE
85% homeowners
59% have adult children
30% annual income of £50K and above
67% are working full time
How to engage with Green Prestige
They are already sparing with their energy use at home and may already have switched to energy or water-saving appliances, but they are concerned at the cost of ‘green living’. So they would appreciate being directed to the lowest-cost renewable tariffs and being directed towards information that details the savings they can make over time by investing in energy-saving or energy generating products.
They may benefit from reassurance that their home environment can be cleaner, healthier and more comfortable and convenient for themselves and their family by taking further steps to be green. They could be helped to understand their meter better, and how it can help to save energy, make their lives easier and reduce paperwork and ‘life admin’.
They are very engaged with climate change and may already feel they are doing everything they can to reduce their carbon footprint. However, they might appreciate knowing what else people like them are doing, as they may not be as up to date with green technology as younger consumers and may have misperceptions about the expense and inconvenience and how to access it.
Green Champions
Mostly women and mostly aged under 35, with a personal income of under £30k. They strongly believe that climate change is an important issue, that they have a moral or ethical duty to try and reduce their carbon footprint and are willing to make a large/medium change to their lifestyle. If they have a smart meter, they would use it to reduce their energy use and costs. May already have switched to renewable energy and if not, would consider it, but are unable to consider energy or water-saving appliances and energy generation products for financial reasons. Would like their utility company to help them to save energy.
Green Champions tend to be in their late twenties to thirties, mostly singles or couples with a minority of young families. Although half of them are ABC1 social group, a third are on very low incomes, which implies they are working in the less well-paid professions, such as the public or charity sector. Only a minority are homeowners, the rest are renting, either privately or through social housing, of which a third are flats.
59% female
41% male
51% C2DE social group
49% ABC1
30% very low incomes (up to £12,570 pa)
34% have children (mostly young/teenage)
How to engage with Green Champions
They are on modest incomes, so are keen to reduce the amount of energy they are using (and potentially wasting). They would switch to renewable energy if it was cheaper, so should be directed to the lowest-cost tariffs and offered a smartmeter, if available.
They are motivated by feeling good about a green lifestyle and being part of a community or movement, rather than by their personal comfort or convenience, over which they may not have much control. They also consider wider society and the future of the planet as part of this. Therefore, helping them to have a better quality of life might involve helping them obtain or use their smart meter as a badge of their commitment to the cause or by keeping them up to date with what their utility provider is doing towards Net Zero and being directed to groups and activities they can take part in.
As they are in the youngest consumer age bracket and are unlikely to be homeowners, they have neither the funds nor the authority to make structural changes or buy new appliances. However, there will be energy-saving ‘hacks; they have not yet learned which they would find useful and would enjoy sharing. They might also appreciate information on green grants and incentives they could share with their parents or landlord. They might also appreciate knowing about job opportunities in the green sector or volunteering schemes in their local community.
Green Veterans
Mainly women, aged over 45 with a personal income of less than £30k. Sees climate change as a crisis, prepared to make large or some lifestyle changes, would reduce energy use for lower bills or to reduce carbon footprint. Doesn’t have but would consider renewable energy, water and energy-saving appliances and energy generation. Benefits of a greener lifestyle are a better future for children and grandchildren and cleaner air and less pollution for themselves.
Green Veterans tend to be the parents of adult children, managing on modest (although not the lowest) incomes. They are a mixture of homeowners and renters, with a small minority living in social housing. They are largely C2DE demographic, with a smaller proportion of ABC1. They are the oldest of the groups.
60% are female
40% male
59% are C2DE social group
41% ABC1
70% have an annual income up to £20k
35% are working full or part time
How to engage with Green Veterans
As they have modest incomes, they would be keen to know how they can reduce their energy costs, although they are already very sparing in their usage. They would benefit from being directed towards the lowest-cost renewable tariffs, being guided toget more from their smart meter, help with accessing incentives, grants and discounts and understanding the savings they can make from investment in insulation or new appliances as they are willing to invest in these in order to reduce their carbon footprint.
For them, a better quality of life is one that their community, society and the next generation shares, in terms of a better world for their children and grandchildren, with cleaner air and less pollution It’s about the peace of mind that they are doing their bitf or the planet and to help with the climate crisis.
As they are very engaged with Net Zero and climate change, and feel a strong personal responsibility, they would benefit from being recognised and rewarded asgreen champions and being part of a community. There might also be some small steps they could take that they haven’t considered, such as getting a smart meter or switching to digital billing. As they are regular consumers of news and information andlook to their utility provider to step up, they would appreciate being kept up to date with the latest news in their Net Zero efforts.
Lifestyle builders
Mostly men, aged under 35 working full time with a personal income over £30k. Believes climate change is not a crisis and prepared to make very little or no change to their lifestyle. Does not use, or is reluctant to consider energy or water-saving appliances or generating their own power. Unwilling to reduce energy use at home if it impacts their lifestyle. The only benefit of a greener lifestyle is being healthier and fitter.
Lifestyle Builders are predominantly composed of younger couples and the parents of small children. They are likely to be homeowners, living in houses rather than flats, whilst a few rent privately. They are mostly ABC1, with a significant minority of C2DE.
80% are male
36% have an annual income of over £50k
38% have young children
43% have no children
90% work full time
How to engage with Lifestyle Builders
They might respond well to the message that saving money is a savvy thing to do and gives them more to spend on the things they enjoy. Similarly, they may be receptive to the idea that generating your own energy is an enterprising and financially-rewarding thing to do.
They value having a warm, comfortable and well-appointed home and an enjoyable lifestyle, so might be open to the idea of new insulation, that energy and water-saving appliances are ‘state of the art’ and that switching to digital billing reduces their life admin. Also, the personal benefit to them, of being fitter and healthier, might resonate.
They are likely to better respond to the message that having a green lifestyle is aspirational, that solar panels are a visible status symbol to give their home a ‘wow factor’, and smart meters are connected to the trend of smart home technology.
How to engage with Lifestyle builders
Lifestyle defenders
Mostly men aged over 55 with a personal income of over £30k. Have heard of Net Zero but do not believe climate change is an important issue and do not trust news and information on the topic. If they have a smart meter they are unlikely to find it useful. They consider the biggest benefit of a green lifestyle to be a better world for their children and grandchildren.
Lifestyle defenders tend to be males in their fifties and early sixties, working full time and earning an above-average income. They are nearly all homeowners with nearly all living in houses, rather than flats. The majority are ABC1 with a significant minority of C2DEs, which would suggest that a proportion of them are in better-paid jobs, but are not professionals.
77% are male
23% female
78% ABC1
22% C2DE
60% have adult children
24% have an annual income of £50k+
65% work full time
How to engage with Lifestyle Defenders
They are not interested in saving energy if it reduces their home comfort or impacts on their lifestyle, even if their bills were lower. However, they would be interested in saving money over the long term, so if there is a robust return on investment from having a smart meter, purchasing energy saving appliances, insulation or energy-generating products they would consider them.
For them, having a comfortable and personally-rewarding lifestyle, with the minimum of inconvenience is their most important motivation. To this end, they would be interested in content about how energy-saving products such as insulation can help their home be more comfortable or how technology such as a smart meter or digital billing can be used to automate manual processes and routine admin.
Although they are not at all engaged in green issues and climate change, they are attracted by the idea of saving money in the long term, so they are more likely to consider energy-saving or energy-generating products and appliances and the idea of greater financial power and independence, especially if there are grants and incentives. However, they are motivated by creating a better world for their children and grandchildren, so emphasising their responsible position as stewards and guardians of the next generation, might help them to think outside their immediate lifestyle considerations. They might also be interested in information about carbon offset schemes and other ways they can contribute to addressing climate change without having to compromise their own standard of living.
How to engage with Lifestyle defenders
Experienced Energy-Savers
Men and women, mostly aged over 55 with a personal income of less than £30k. Does not see climate change as a crisis and only prepared to make small lifestyle changes.Would only reduce energy use for lower bills and doesn’t have and wouldn’t consider renewable energy, water and energy saving appliances and energy generation. The only benefit of a greener lifestyle is lower bills.
Experienced Energy-Savers are among the oldest groups and tend to be the parents of adult children and mainly in the C2DE demographic. They are often on very low incomes, living in social housing.
56% male
44% female
39% earn less than £12,570
65% C2DE social group
30% working either full or part time
How to engage with Experienced Energy-Savers
This is a priority for them, although they are already sparing with their energy. They are concerned that switching to renewable energy would be more expensive. They don’t have the means to invest in new appliances or solutions, even if they do result in lower bills, so if there are discounts or grants available they should be pointed towards these.
Having a warm and comfortable home with fewer worries about their energy costs resonates with them. They would appreciate knowing about lower cost solutions for this, such as insulation. A smart meter would help them stay in control and enable them to enjoy the heating that they need, whilst reducing unnecessary waste and costs.
As they are not engaged with climate change issues and see little benefit to them of a greener lifestyle, this is an opportunity to showcase the difference it can make to them personally, in their everyday lives in terms of better health, lower bills and more control over household budgets,
Budget Minders
Men and women, mostly aged under 35 with a personal income of up to £30k, only willing to make small or no changes to their lifestyle to reduce their carbon footprint, does not believe that climate change is an important issue and tends to be distrustful of news and information about it. Has not, or is unlikely to consider switching to renewable energy,energy or water-saving appliances or generating their own energy. Unlikely to have a smart meter. Consider saving money to be the biggest benefit of a greener lifestyle but are not looking to their utility provider to help them with this.
Budget minders tend to be in their twenties and thirties, and are the least affluent group, with nearly half on very low incomes and a majority in the C2DE social group. They are the least likely group to be working full time and only a quarter are homeowners. A quarter still live with their parents, although a third are the parents of young children.
How to engage with Budget Minders
48% male
52% female
63% C2DE social group
37% ABC1
42% on very low incomes (up to £12,570)
33% have children, mostly aged under 9
52% are working full time
As they are on tight budgets, they would appreciate help and support to help them reduce their bills, such as being guided to the lowest cost renewable tariffs and ways that their smart meter can help them reduce wasted energy and manage their spending with more accurate bills rather than estimates. Being young, there may be money-saving hints and tips they don’t yet know and would find helpful.
For them, having a better quality of life is being warm and comfortable at home, being more in control of their money and feeling that their utility provider is on their side and wants to help. To this end, they would appreciate information on inexpensive solutions, such as better insulation, or how their smart meter can reduce costs without reducing comfort, such as helping them to identify which appliances are using the most energy in order to moderate their usage.
They are not engaged with climate issues and distrustful of news and information about it, so they are unlikely to be ‘converted’ by their utility provider. However, they may not realise that having a greener lifestyle can not only be considerably cheaper for them, but it can help with increasing social mobility, creating jobs, supporting communities and that a greener future might be considerably brighter than they may realise. To this end, they might appreciate content that helps them see the bigger picture and what the benefits to them might be.