Education helps the customer feel more committed to the program and gives the customer some control over their energy usage and savings. Measure selection directly affects the energy savings of a program. Many criteria will affect which measures will provide the greatest, most cost-effective energy savings in any one home for any specific utility in a particular climate. For example, because electric heating is less common than gas heating, electric utilities will probably find the greatest energy savings resulting from replacement of electric appliances. Ideally, electric and gas utilities will work together so that a comprehensive set of measures can be provided cost effectively through one customer contact.
Marketing is an important facet of any energy efficiency program.
In order for a program to be successful, customers must be interested in participating. The utility must understand and identify the low-income market segment, and market the program in a way that will minimize barriers and maximize participation. An important component of this marketing strategy is that customers be contacted by someone they trust. In the case of energy efficiency, lost opportunities occur when we miss an occasion to install energy-efficient measures at minimal incremental cost. In order to avoid lost opportunities, it is important that a program is comprehensive, maximizing the savings in each home.