Overall, both promoters and non-promoters faced only slight challenges with the potential difficulties we asked about (Figure 4). 3: Promoters and detractors encountered similar difficulties, but promoters had better experiences It is plausible that realizing these additional, non-financial rewards might have boosted the satisfaction of going solar.įigure 3: How Different Factors Influence Customers’ Consideration of Rooftop Solarįinding No. They were about 19 percent more likely to report that using renewable energy was a very important factor in their decision to go solar. While all customers were at least partially motivated by saving money, promoters seemed more motivated by non-economic reasons (Figure 3). 2: Promoters tend to place more value on non-monetary benefits of solar Note: Percentages exclude missing and ‘don’t know’ responsesįinding No. Promoters tend to be more financially comfortable, educated and left-leaning, yet the differences are minimal, suggesting that customer satisfaction is more about the customer experience or attitudinal factors than customer demographics.įigure 2: Select Characteristics of Solar Non-Promoters and Promoters Solar promoters and detractors are, demographically, very similar (Figure 2). 1: Minimal demographic differences between promoters and detractors The DOE study helps illuminate the factors influencing customer satisfaction with rooftop solar, insights that may prove helpful as the industry grows and matures.įinding No. However, customers were more likely to recommend solar panels than their installers by 9 percentage points, suggesting that there is room for improvement. Tracking customer satisfaction over time could provide interesting insight on whether those scores change and, if so, why.įigure 1: Average Net Promoter Score for U.S. Rooftop solar seems to elicit high levels of satisfaction as compared to established consumer industries. A score of 50 or above is widely considered excellent (Figure 1). We found that the average NPS for solar panels is 63 and the average NPS for solar installers is 52. We asked survey respondents: a) how likely they are to recommend solar panels and b) how likely they are to recommend their installers. We conducted a net promoter score (NPS) analysis, which measures customer loyalty based on the relative percentages of solar “promoters” and “detractors” (dissatisfied customers). According to our survey of 1,662 solar adopters, most customers seem satisfied with both their solar power systems and their installers. Prospective customers often need extensive validation of the promises of rooftop solar, especially since it is a large investment and cannot be “test-driven” before signing.Īrguably, the best validation of the benefits of solar is a satisfied solar adopter - part of the reason why referrals remain the most cost-effective means to acquire new customers. The findings stemmed from a comprehensive study funded by the Department of Energy’s SunShot Initiative, led by the DOE’s National Renewable Energy Laboratory.Īmong the key barriers to adoption are uncertainties around the costs and benefits of solar. A few weeks ago we discussed differences between solar "considerers" and solar adopters, highlighting the range of reasons that the majority of people who consider solar have yet to adopt it.
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