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Electricity North West appoints regional agencies for engagement programme


Electricity North West has turned to Explain and Accent ahead of its largest customer engagement programme to date.

The company is planning a range of events and meetings to understand how power needs are likely to change with the rise in electric vehicles and the need to decarbonise.

“The way we all use electricity is changing already, with the uptake of electric vehicles and rising demand for renewable generation and storage,” explained Jonny Morgan, External Communications Manager at Electricity North West.

“That’s why, as we plan how we’re going to adapt to that, we’re launching our biggest conversation yet with consumers and businesses to find out exactly how they feel we should spend the money they give us through electricity bills.

Research agency, Accent, will undertake a detailed segmentation of consumers across the North West, and detailed “willingness-to-pay research” to find out where customers think investment should be made.

“The North West is a hugely diverse region and includes both the UK’s third largest city and one of its most beautiful national parks,” said Matt Evans, Research Director at Accent.

“Knowing exactly who those different communities are, how they use electricity, and what they’re willing to pay for in the future is crucial to developing and delivering the service Electricity North West provides.”

Meanwhile Explain Market Research will carry out general research with customers. This will include focus groups, community forums and an open online community.

“The decisions Electricity North West faces in the next 12 months will have a bearing on everybody who lives, works and travels in the region. They are also hugely complex, taking in issues of sustainability, affordability and reliability,” said Kim Davis, Managing Director at Explain.

“Knowing precisely what people’s attitudes are towards those issues, and where their priorities lie, will help ensure those decisions are based on solid evidence and insights.”

“Only by doing that can we continue to lead the way in key areas like reaching net zero, while ensuring that the north west remains one of the most reliable networks in the world.”

The operator has also appointed Manchester-based Citypress to reach customers through social media and public relations, and DevoConnect to support on public affairs.

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