How do customer journeys regarding energy investments look like?

Abstract

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.