How do customer journeys regarding energy investments look like?

How do customer journeys regarding energy investments look like?

Nieboer, N.E.T. (TU Delft OLD Housing Quality and Process Innovation)
Straub, A. (TU Delft Public Commissioning)

2018

It is generally acknowledged that the existing housing stock plays a vital role in attaining national and international energy efficiency targets. As for new building, mandatory regulations can be (and are) developed to attain energy-efficient homes, but energy improvements in the existing stock are, because of property rights, strongly dependent on the voluntary cooperation and participation of the owners.

For many years, governments have been developing instruments for stimulating energy investments among homeowners. This is a subject of persistent concern, as many regulations and policy initiatives are not very successful, and good examples are scarce.

Particularly regarding the owner-occupied sector, the term ‘customer journey’ is frequently used to denote the decision-making process from an initial interest in a good or service towards the purchase of it. The process is rarely straightforward and can have many pitfalls; there is a high risk that a willingness to invest is eventually not materialised in actual investments.

On the basis of literature review, this paper outlines what the notion of a ‘customer journey’ includes. How can be process be described and analysed? What are the ‘stops’ in this journey, where critical decisions are taken? What kind of decisions are these? Which types of journeys can be distinguished? The paper reviews models and designs for customer journeys and addresses the policy implications.

homeowner
energy investment
decision-making
customer journey
the Netherlands

http://resolver.tudelft.nl/uuid:141134c5-485d-4c77-8e3b-e155066fb4ea

ENHR

2019-01-01

Conference papers of the European Network for Housing Research (ENHR 2018): More together, more apart: Migration, densification, segregation

ENHR Conference 2018, 2018-06-26 → 2018-06-29, Uppsala, Sweden

Green Open Access added to TU Delft Institutional Repository ‘You share, we take care!’ – Taverne project https://www.openaccess.nl/en/you-share-we-take-care Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.

Institutional Repository

conference paper

© 2018 N.E.T. Nieboer, A. Straub