--- title: Your Customers Don't Believe You. description: The majority of customers hear this regularly used term, energy efficiency, and stop listening. image: https://blogs.ksvc.com/hubfs/energy-efficency-technology.jpg --- [![KSV](https://www.ksvagency.com/wp-content/uploads/2020/10/logo-charcoal-640.png "KSV")](https://www.ksvagency.com) ![☰](https://www.ksvagency.com/wp-content/uploads/2020/10/icon-hamburger-charcoal-70-50.png "☰") - [Focus](http://www.ksvc.com/focus/) - [Capabilities](http://www.ksvc.com/capabilities/) - [Work](http://www.ksvc.com/work/) - [People](http://www.ksvc.com/people/) - [Culture](http://www.ksvc.com/culture/) - [EnergyWire](https://blogs.ksvc.com/energy-wire) # Your Customers Don't Believe You. Posted by [Ashley Nicholls](https://blogs.ksvc.com/energy-wire/author/ashley-nicholls) on December 2, 2016 at 9:30 AM - [Tweet](https://twitter.com/share) At KSV, we've spent the last two years talking to residential, trade ally, and C&I customers, every month, about what matters most to them to gain a better understanding of their perceptions, barriers to entry, buying decisions and motivators.  And what we've heard might surprise you.  ![energy-efficency-technology.jpg](https://blogs.ksvc.com/hs-fs/hubfs/energy-efficency-technology.jpg?width=406&height=275&name=energy-efficency-technology.jpg) In our conversations and research, 83% of research participants correlate “energy efficiency” with a long and uncertain payback period.  Upfront cost is the #1 barrier when it comes to E.E. participation. What does this mean for us? The majority of customers hear this regularly used term, energy efficiency, and stop listening. It means that the visions triggered by ‘energy efficiency’ are of new heat pumps, fancy refrigerators and MONEY.  **It means their higher utility bill is easier to cope with than the price of a solution.** When customers were asked what the term “energy efficiency” means, here is the breakdown of responses: - **53%** - Energy Efficiency means efficient **products and/or technology**. - **20%** - Energy Efficiency means an **expensive investment**. - **16% **- Energy Efficiency means **conservation**. - **10%** - Energy Efficiency means **not measurable savings**. Now we understand the fear and issue of upfront cost. If the customer perception is rooted in technology and efficient products, their vision of energy efficiency is rightfully expensive. And unless they’re in the market for a new appliance or living with a broken heating system or renovating their home… they’re not going to consider making such investments. Sometimes the hardest sell is actually motivating customers to make the smaller improvements. How do we get people to stop perceiving everything dubbed “energy efficient” as meaning MONEY? How do we get them empowered to act on the smaller, but impactful, home improvements? Interestingly, when we took a different approach and used different language, the perception changed. When asked what “energy savings solutions” means, customers responded: - **35%** - Energy Savings Solutions means **easy-to-implement, DIY tips**. - **32%** - Energy Savings Solutions means **financial savings**. - **23%** - Energy Savings Solutions means **conservation**. - **8%** - Energy Savings Solutions means **immediate savings**. Something about “energy savings solutions” feels more attainable. Based on the responses, there’s an element of trust which seems to be lacking with “energy efficiency.” Look at this interesting comparison: - **20% **- view **Energy Efficiency** to mean an **expensive investment**. - **32%** - view **Energy Savings Solutions** to mean **financial savings**. We’re doing a lot of research on this perception issue right now. Why are general home improvements seen as desirable? Even enjoyable? Even if people would rather be doing something else on their Saturday… they feel pride in completing these tasks. Meanwhile, it’s like telling a child to eat their vegetables when we talk about energy efficiency. What’s the rub? Finding the connection between customers and brands driving a more efficient and sustainable future is what we’re all about.     [![HiRes_Week_3.png](https://blogs.ksvc.com/hs-fs/hubfs/HiRes_Week_3.png?width=209&name=HiRes_Week_3.png)](https://ksvc-2224113.hs-sites.com/digital_transformation_ksv_brief-0)[Download the brief now.](https://ksvc-2224113.hs-sites.com/digital_transformation_ksv_brief-0)   Topics: [Customer-Centric Marketing](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing), [Utility Communications](https://blogs.ksvc.com/energy-wire/topic/utility-communications), [Data and Analytics](https://blogs.ksvc.com/energy-wire/topic/data-and-analytics), [Digital Transformation and User Experience](https://blogs.ksvc.com/energy-wire/topic/digital-transformation-and-user-experience), [Innovation](https://blogs.ksvc.com/energy-wire/topic/innovation), [Marketing Strategy and Best Practices](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices), [Audience Segmentation](https://blogs.ksvc.com/energy-wire/topic/audience-segmentation) ### [EnergyWire](https://blogs.ksvc.com/energy-wire) EnergyWire is KSV’s weekly insight into the consumer mindset when it comes to energy. It’s an honest conversation on the reality of their perceptions and motivations, and how energy services companies can use this insight to successfully engage customers. ### Sign Up ### Recent Posts ### Topics - [Customer-Centric Marketing (215)](https://blogs.ksvc.com/energy-wire/topic/customer-centric-marketing) - [Utility Communications (183)](https://blogs.ksvc.com/energy-wire/topic/utility-communications) - [Marketing Strategy and Best Practices (158)](https://blogs.ksvc.com/energy-wire/topic/marketing-strategy-and-best-practices) - [Innovation (156)](https://blogs.ksvc.com/energy-wire/topic/innovation) - [Digital Transformation and User Experience (100)](https://blogs.ksvc.com/energy-wire/topic/digital-transformation-and-user-experience) - [Audience Segmentation (88)](https://blogs.ksvc.com/energy-wire/topic/audience-segmentation) - [Data and Analytics (83)](https://blogs.ksvc.com/energy-wire/topic/data-and-analytics) - [Energy Efficiency (76)](https://blogs.ksvc.com/energy-wire/topic/energy-efficiency) - [Clean Energy (61)](https://blogs.ksvc.com/energy-wire/topic/clean-energy) - [Branding and Brand Value (58)](https://blogs.ksvc.com/energy-wire/topic/branding-and-brand-value) - [Research (49)](https://blogs.ksvc.com/energy-wire/topic/research) - [Climate Change (48)](https://blogs.ksvc.com/energy-wire/topic/climate-change) - [Inspiration (47)](https://blogs.ksvc.com/energy-wire/topic/inspiration) - [Sustainability Marketing (47)](https://blogs.ksvc.com/energy-wire/topic/sustainability-marketing) - [B Corporation (38)](https://blogs.ksvc.com/energy-wire/topic/b-corporation) - [Content Marketing (37)](https://blogs.ksvc.com/energy-wire/topic/content-marketing) - [Climate and Social Justice (35)](https://blogs.ksvc.com/energy-wire/topic/climate-and-social-justice) - [Creative (34)](https://blogs.ksvc.com/energy-wire/topic/creative) - [In the News (31)](https://blogs.ksvc.com/energy-wire/topic/in-the-news) - [Smart Technology (24)](https://blogs.ksvc.com/energy-wire/topic/smart-technology) - [Social Media Strategy and Best Practices (23)](https://blogs.ksvc.com/energy-wire/topic/social-media-strategy-and-best-practices) - [Company Culture (19)](https://blogs.ksvc.com/energy-wire/topic/company-culture) - [Media Strategy and Best Practices (19)](https://blogs.ksvc.com/energy-wire/topic/media-strategy-and-best-practices) - [Industry Expert Interviews (13)](https://blogs.ksvc.com/energy-wire/topic/industry-expert-interviews) - [Sustainable Brands (13)](https://blogs.ksvc.com/energy-wire/topic/sustainable-brands) - [B2B marketing (12)](https://blogs.ksvc.com/energy-wire/topic/b2b-marketing) - [Electrification (12)](https://blogs.ksvc.com/energy-wire/topic/electrification) - [Creative Showcase (10)](https://blogs.ksvc.com/energy-wire/topic/creative-showcase) - [Energy Storage (9)](https://blogs.ksvc.com/energy-wire/topic/energy-storage) - [AI (7)](https://blogs.ksvc.com/energy-wire/topic/ai) - [D2C (7)](https://blogs.ksvc.com/energy-wire/topic/d2c) - [Artificial Intelligence (6)](https://blogs.ksvc.com/energy-wire/topic/artificial-intelligence) - [Vermont (6)](https://blogs.ksvc.com/energy-wire/topic/vermont) - [Branding (5)](https://blogs.ksvc.com/energy-wire/topic/branding) - [Case Study (5)](https://blogs.ksvc.com/energy-wire/topic/case-study) - [Brand Activations (3)](https://blogs.ksvc.com/energy-wire/topic/brand-activations) - [SEO (2)](https://blogs.ksvc.com/energy-wire/topic/seo) - [Search (2)](https://blogs.ksvc.com/energy-wire/topic/search) - [Augmented Reality (1)](https://blogs.ksvc.com/energy-wire/topic/augmented-reality) - [Digital Video (1)](https://blogs.ksvc.com/energy-wire/topic/digital-video) - [OOH (1)](https://blogs.ksvc.com/energy-wire/topic/ooh) - [Paid Search (1)](https://blogs.ksvc.com/energy-wire/topic/paid-search) ... ##### Get in touch. ###### Vermont 212 Battery Street Suite 2 Burlington, VT 05401 [802.862.8261](tel:8028628261) ###### New York 27 E 28th Street Suite 15055 New York, NY 10016 [212.366.4000](tel:2123664000) ## Sign up for KSV insights ## Thanks for subscribing! 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