PeerBench is a service concept created by me, Gergely Horvath and Lizaveta Starovoitova, from Aalto Universtiy for the Fortum Innovation Challenge. PeerBench has been selected as the Finnish winner.

1. PeerBench
Fortum Innovation Challenge
08.04.2015
Lizaveta Staravoitava
LinkedIn Profile
Gergely Horváth
LinkedIn Profile

2. Frustrating Experience
“… of my energy consumption
my contract with a supplier
how I could decrease my energy bill
how my energy billing experience might be different
what source of energy I use…
now it is difficult to change something and I have no motivation to do so”
I’m Cris and I have no clear understanding
Green 90s
‣ Green-minded and
innovation centric
generation
‣ Price-sensitive bur ready
to pay extra for green
services

3. PeerBench Solution
Green 90s Energy Experts Family Savers
PeerBench targets 1,3M existing customers
Our solution is a peer benchmarking service
where customers are compared within their
category and can give and receive personalised
recommendations, and thus they become part
of the peer community.
Customers get a more clear overview of their
consumption and explicit options for influencing
it through interactive call to actions.
Used technology
Fortum existing services
Mobile application and a desktop version
Notifications/SMS service
Data analytics and data visualisation
Uniqueness
Benchmarking per person
More flexible statistics (hour/
week/month/year)
Sharing experience and helpful tips
Interactive call to actions
Better contract preferences match
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2
3
4
5
6
Closer interaction with other Fortum
services
PeerBench Solution

4. Validation by Customers
60%
40%
?
?
Validated Assumptions
Peer benchmarking influences
energy consumption decisions
Family SaversGreen 90s
Energy Experts ‣ Understanding of price
formation
‣ Lack of transparency
‣ Lack of accurate data
‣ Frustrating billing
experience
‣ Assurance of using green
energy and services
‣ Green reputation of an energy
supplier
‣ Inflexible contract
‣ Lack of social integration
in energy services
‣ Lack of transparency
‣ Not-informative bill
Consumers are willing to change
a contract and other variables
every 6 months
Advice on electric appliances motivates
customers to use the Fortum energy
shop
Social engagement stops customers
from leaving Fortum

5. How does It Work?
“Oh, I received a
notification from
PeerBench”
“On my page I can see the
ranking, recommendations
and tips to improve my rank”
“I can even compare the
detailed peer statistics and
change my contract right
here”
compare to peer, ask for
advice and see
recommendations in
community

6. Interactive Call to Actions
Adjust variables to personalise your experience
based on community recommendations and tips
The way to take concrete actions by
changing
✓ contract type
✓ housing information
✓ energy source preferences
✓ electric appliances

7. Community
Peers
Customers are part of a community in each category
where they can interact with peers and share tips
• Twitter/forum like implementation
• Possibility for one-on-one communication
• Matching customers with “opposite” peers
(best with worst in a category)
PeerBench recommendations
PeerBench gives automated recommendations to
customers based on their consumption habits and
data
• Listed recommendations where customers can
take actions
• Recommendations are personalized

8. Community examples

9. What’s in it for Fortum?
Benefits for Fortum
Increase in the energy
shop sales
Increase in operational
profits
Customer engagement
Control over contracts
from 104,000 to 98,800 left customers
One-time expenses
Increase in sales revenue**
Increase in operational profit
€200,000
€3.13 m
€192,000
leave rate is decreased by 5%, per year
Cost-profits analysis*
One-time expenses
Sales profit
€200,000
€120,120
1% of customers make purchases,
average profit is €10, per year
Loyal customers
* Source: annual Fortum financial report, page 15
** Source of sales: contracts and decreased leave rate

10. ✓ If customers are not interested in peer to peer
communication, we will not create a community
around
✓ The suggested service meets business goals
of the company
✓ Make a prototype of PeerBench and test it with Fortum
customers. Follow up and learn:
✓what stops customers from leaving Fortum
✓what makes customers follow recommendations
✓what makes customers buy from the shop
✓ Verify the costs to build PeerBench
✓ Phase 2: include social points and gamification techniques
to make the community more engaging
Next Steps
Risks
Further Development