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Case Study: Pacific Gas & Electric Company (PG&E) SmartRate™ Product Design Converges on Customer Experience September 2013

Table of Contents

Background .................................................................................................................................... 3 ADS Case Studies ...................................................................................................................... 3

Audience ............................................................................................................................................... 3 Approach ............................................................................................................................................... 3 Structure and Uses ................................................................................................................................ 3

Purpose of This Case Study...................................................................................................... 4 Reasons for Choosing SmartRate™ for a Case Study ........................................................... 4

Interviewees .......................................................................................................................................... 4

Pacific Gas & Electric (PG&E) SmartRate™ ............................................................................ 5 Converging Rate Product Design Around Customer Experience ........................................ 5

Background on SmartRate™ ................................................................................................................ 5

Top lessons learned by PG&E: .................................................................................................... 6 1 | START WITH SEGMENTATION .................................................................................... 6

Understanding the country’s most diverse utility customer base...