What customers think of retail access: Results of the Massachusetts Electric Company's pilot
This paper summarizes findings from the evaluation of Massachusetts Electric Company's Residential and Small Commercial Retail Access Pilot Program which was in effect in 1997. Customers in 4 cities within Massachusetts were offered the opportunity to enroll in the Pilot. Participants in the Pilot selected a supplier from a set of options, including low-price generation, green and other options. Most participants in the Pilot are satisfied and most participants and nonparticipants feel choice is important. However, the evaluation identified several significant differences between residential and commercial customers. Commercial customers have a higher level of awareness of retail access and a marked preference for lowest priced supply options. By contrast, price matters less to residential customers. Residential customers who opted not to participate in the pilot have higher level of concern about retail access than the participants, suggesting that for residential customers, experience with the Pilot has been educational. Despite ambitious outreach efforts and educational campaigns, there is a large learning curve which many residential customers have yet to climb. These and other lessons learned about marketing and educating customers on retail access are discussed.
- Research Organization:
- New England Power Service Co., Northborough, MA (US)
- OSTI ID:
- 20001807
- Report Number(s):
- CONF-980815--
- Country of Publication:
- United States
- Language:
- English
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