Capacity to Customers Engaged Customer Panel Focus Group Discussion Guide - July 2014

Capacity to Customers
Engaged Customer Panel
Focus Group Discussion Guide

July 2014

PROJECT: SPARK 201210 (JULY 2012)

               DISCUSSION GUIDE – GROUP DISCUSSION V2 – 1½ HOURS

GROUP STRUCTURE (1½ HOURS):

                        AREA OF DISCUSSION                                TIME ALLOCATION
                       (1) Introduction / Warm Up                               5 mins
             (2) Role / Awareness / Expectations of a DNO                      20 mins
               (3) Low Carbon Challenge – The Problem                          10 mins
               (4) Capacity To Customers – The Concept                        30 minutes
           (5) Capacity To Customers – The Communication                      20 minutes
                               (6) Summary                                      5 mins

1a) Moderator Introduction (2 – 3 minutes):

      Introduce yourself
      Explain that the research is being conducted on behalf of ENW
      Explain purpose of discussion (“to find out your attitudes / opinions towards electricity
       suppliers and distributors and expectations for the future”)
      Confidentiality is guaranteed, no right / wrong answers, interested in everybody’s
       opinions, in as much detail as possible
      Explain moderator’s role and set out ‘rules’ (speak loudly / clearly / not all together)
      Explain audio and video recording, one-way mirror and presence of observers.

OVERALL OBJECTIVE (FOR MODERATOR INFORMATION): ENW ARE REQUIRED TO
ENGAGE WITH CUSTOMERS IN THEIR FOOTPRINT AND DEVISE AN EFFECTIVE
COMMUNICATION STRATEGY FOR THE DEVELOPMENT AND IMPLEMENTATION OF
THE CAPACITY TO CUSTOMERS (C2C) PROJECT.

DOMESTIC / COMMERCIAL DIFFERENCES HIGHLIGHTED AS AND WHERE RELEVANT.

1b) Warm-up (2 – 3 minutes)

EACH RESPONDENT WILL BE ASKED TO INTRODUCE THEMSELVES TO THE GROUP IN
TERMS OF:

      Domestic: first name, work and family
      Commercial: first name, type of company and individual role and responsibilities within
       organisation

2) The Role / Awareness and Expectations of a DNO (Distribution Network Operator) (20
   minutes)

      Which company do you use for your electricity to your household / business (as
       relevant)?
      How would you describe the activities / role of that company / type of company in your
       own words? What would you call them? What are they responsible for?
           - Moderator probe on differences / awareness of an ‘Electricity Supplier’ and a
             ‘Distribution Network Operator’ (MODERATOR INTRODUCE EACH ON SORT
             CARDS)
           - Explore spontaneous awareness / understanding of these two terms
           - What are the differences between these two? What do they each do?
           - MODERATOR WILL HOLD UP BRAND BOARD - what type(s) of companies
             are these (do they all do the same / different)? What type of company is
             ENW?
           - MODERATOR WILL HOLD UP BOARDS TO EXPLAIN SUPPLIER VERSUS
             DNO IN MORE DETAIL (i.e. Electricity supplier is who you pay your bill to and a
             DNO are responsible for ensuring a constant supply of electricity)

Thinking of ENW (expectations and requirements):

      Level of engagement:
          - How much do you think about your electricity company (versus other utilities and
              other sectors)?
          - How much do you want to think about your electricity company?
          - What prompts consideration / brings them top of mind?
      Level of knowledge:
          - How knowledgeable do you feel about their services / products?
          - Do you want to know more? (If so, what specifically?)
          - Probe supplier versus DNO
      ENW visibility:
          - How ‘visible’ do you expect ENW to be as a ‘brand’ (probe: advertising,
              involvement in the NW region, communication)?
          - Is there a need to make people aware of its existence? Why / why not?
      Proactive communication from ENW:
          - How much / how often / what type of communication / what channels do you
              want from ENW and why? In what scenarios?
          - Probe on the following: “I only expect ENW to maintain a constant supply of
              electricity and communicate with me when there are planned or unplanned
              interruptions” ... how much do you agree / disagree with this statement and why?
      Service:
          - Power faults: what’s acceptable (how often, how long)? What constitutes an
              acceptable / good service in this respect (WRITE DOWN INDIVIDUALLY FIRST
              IN ORDER TO ASCERTAIN RANGE OF OPINIONS)?
          - What do you know and understand about the differences between planned and
              unplanned faults?

3)       Low Carbon Challenge: ‘The Problem’ (10 minutes)

Thinking of the next 15 – 20 years...

         What do you think the future holds, in terms of the electricity industry?
             - In terms of the impact on you / your family / your business
             - NB note terminology / language (e.g. ‘reduce carbon footprint’, ‘green’, ‘using less
                fossil fuels’ etc)
         What do you expect / know / understand about the demand for electricity (will it go down,
          remain stable or increase?)
             - Where is this information and knowledge coming from?
             - Do you care / consider it / think it’s important? Why / why not?
             - Whose responsibility do you think it is?
             - (NB link to population increase, reduction in reliance on fossil fuels)

MODERATOR WILL INTRODUCE THE PROBLEM STATEMENT AND WILL READ OUT THE
GOVERNMENT TARGET FOR A LOW CARBON ECONOMY:

         Explore immediate reactions / thoughts / impressions / relevance for your family /
          business (spontaneous)
         Then prompt with:
             - Awareness – if so, where from?
             - Credibility – why / why not?
             - Perceived importance (to you / your family / business) – why / why not?
         How do you think it will be possible to meet this low carbon economy (BRIEF) (await
          spontaneous, then prompt with: electric cars and charging points, alternative sources)?

4)       Capacity to Customers: The Concept (30 minutes)

MODERATOR WILL INTRODUCE CONCEPT BOARD OF C2C CONCEPT AND READ OUT.

         Immediate reactions / thoughts – PROBE IN FULL
         Understanding:
             - What do you understand from this statement?
             - What immediate questions do you have?
             - What key words in this statement appeal / raise questions / concerns?
         Credibility of the C2C concept:
             - Believed to be effective solution to satisfy future demand – will it work? Why / why
                not?
             - What immediate questions do you have?
         Appeal of the C2C concept:
             - Appeal? Why / why not?
             - Perceived likes and dislikes

MODERATOR WILL INTRODUCE AN EXPLANATION OF THE IMPACT ON BUSINESS /
DOMESTIC CUSTOMERS (AS RELEVANT):

      Reaction to impact on security and reliability of the supply:
          - Acceptability / level of interest (do you care? Why / why not?)
          - Level of concern?
          - Perceived impact on customers? PROBE IN DETAIL
          - Should ENW communicate this to reassure customers? If so, how should they
              talk about it?
      Do ENW need to communicate at all with domestic / commercial customers about C2C
       and its impact?

Benefits & Concerns:

      Overall, what do you see as the key benefits of C2C? (SPONTANEOUS)

MODERATOR WILL INTRODUCE EACH BENEFIT ON SORT CARD (FINANCIAL
REWARDS THROUGH SIGNING UP (COMMERCIAL ONLY), AVOID FUTURE INCREASES
IN BILLS, MINIMISE DISRUPTION TO THE ELECTRICITY NETWORK, MEET FUTURE
NETWORK ELECTRICITY SUPPLY NEEDS, ENVIRONMENTALLY FRIENDLY – LOW
CARBON ECONOMY, CONTROBUTE TOWARDS THE FUTURE OF THE NORTH WEST)

      For each of these benefits, probe:
          - A benefit to you? Why / why not?
          - Which of these are most motivating?
          - Any other benefits not on these cards?
      What do you see as the key possible drawbacks? (SPONTANEOUS)

MODERATOR WILL INTRODUCE EACH DRAWBACK ON SORT CARD (DISRUPTION,
UNCERTAIN HOW IT WILL AFFECT MY ELECTRICITY SUPPLY, CONCERNS RE
CREDIBILITY / WILL IT WORK?, SCEPTICISM OVER GOVERNMENTS DE-
CARBONISATION PROGRAMME)

      For each of these drawbacks, probe:
          - A drawback to you? Why / why not?
          - Which of these are the biggest barriers?
          - Any other drawbacks putting you off (not on these cards)?

5)       Capacity to Customers - Communication (20 minutes)

TASK – PUT RESPONDENTS INTO PAIRS. IMAGINE YOU ARE THE MD OF ENW AND
YOU ARE REQUIRED TO COMMUNICATE WITH CUSTOMERS IN THE NW ABOUT C2C.

         What do you feel are the key messages to communicate and why? (To encourage take
          up)
              - How detailed should the communication materials be?
         How would you communicate with customers (i.e. what channels)?
         How often would you communicate with customers?
         Do ENW only need to communicate with customers who are on trial circuits or all
          customers?
              - And when?

EACH PAIR TO REPORT BACK, OUTLINING REASONINGS AND RATIONALE.

MODERATOR WILL INTRODUCE EACH COMMUNICATION CHANNEL ON SORT CARDS
(ON THE ELECTRICITY BILL, ON A CARD / LEAFLET DELIVERED BY ENW, LETTER,
LEAFLET, MAGAZINE, ON A SIGN IN SHOPS / NOTICE BOARDS, ON THE ENW WEBSITE,
ON OTHER SITES (ADVERTISING), ON LOCAL RADIO, ON TV, IN LOCAL NEWSPAPERS,
DOOR TO DOOR VISITS BY ENW REPRESENTATIVE, THROUGH HOLDING EVENTS /
SPONSORING EVENTS IN THE COMMUNITY, LEAFLETS / BUSINESS CARDS IN
DISPENSERS WHERE LOCAL PEOPLE QUEUE OR GATHER, SPEAKING AT LOCAL
NETWORKING / BUSINESS EVENTS)

         Put these into three piles – essential, nice to have, not necessary (for communicating the
          C2C trial now and in the future) – ESTABLISH RELATIVE PRIORITIES

6)       Summary (5 mins)

         Two recommendations to ENW from each respondent (1) how to enhance appeal of CTC
          and (2) how to communicate it to customers.
         Respondents will be thanked for their time and contributions and the session will close.