Situation
The green transition is taking up an ever larger place on the national agenda and in Danes’ everyday lives. Modstrøm works in a targeted way to drive the green energy transition by making it simple, financially sustainable and beneficial for customers to switch to green energy. An important element of this transition is that customers also improve the energy efficiency of their homes, which reduces their energy consumption and thus further supports the green transition.
Complication
Modstrøm has found that, both in the market generally and among its own customers, there are a number of barriers that stand in the way of improving the energy efficiency of one’s home. Many therefore hesitate to book a no-obligation energy consultation or to carry out energy-saving measures, even when it is financially advantageous. To better target its messaging and dialogue with customers, Modstrøm needed insights into why these barriers exist and how they can be overcome.
Recommendation
Epinion conducted in-depth interviews and a larger quantitative study among both Modstrøm’s current and potential customers. The study found that many perceive energy efficiency improvements as complex and difficult to navigate. They experience a jungle of options and are unsure whether they are prioritising correctly. As part of the project, Modstrøm’s communication was tested before and after the implementation of adjusted messages. The new measures made the communication clearer and more action-oriented, which reduced customers’ uncertainty and made more people want to take the first step.
