Building the Future Energy System: SRP Leverages Customer Input and Advanced Analytics to Optimize Power System Planning

When embarking on its first Integrated System Plan (ISP), Salt River Project (SRP) recognized the importance of incorporating residential customer input into its multifaceted ISP efforts. This ISP focuses on developing the power system for the greater Phoenix area through 2035. Uncertainties around the national economy and local population growth create unique challenges for SRP’s long-term planning.
Attend this session to learn how, through a multi-phased, qualitative and quantitative research approach with residential customers, SRP was able to:

• Understand diverse customer viewpoints on sustainability, affordability, and reliability related to power provision
• Quantify customers’ preferences for various potential future systems through advanced analytics
• Ensure the future energy system is designed to meet the ever-changing needs and expectations of SRP’s diverse customer base


Elise Gould, Senior Director of Insights, Brand Strategy and Communications, SRP
With more than 20 years of marketing and communications experience, Elise Gould leads a team that drives deeper and increasingly meaningful relationships between Salt River Project (SRP) and its employees, customers, and the community it serves. Elise and her team support this aim by developing insights and purposeful content for multiple platforms that interact with the stakeholder’s journey.
Outside of SRP, Elise is involved in her community by serving on the Fresh Start for Women’s Foundation Executive Board and Chaing their Community Outreach and Development Committee, serving on the ASU Center for Service Leadership Advisory Board, as a Girl Scouts Pine Cactus Council Troop Leader and on the Gilbert High School Band Boosters Executive Board and Color Guard Chair. She is a co-founder of the Arizona Interactive Marketing Association (AZIMA).
Elise has a Bachelor of Science Degree in Marketing and Business Administration, and a Master’s Degree in Industrial-Organization Psychology. She is Google Analytics Certified and holds a Certificate in Service Management from the W.P. Carey/ASU Strategic Services Institute.

April Smith, Director, Client Services Bellomy
Since joining Bellomy over a decade ago, April has managed projects across a broad spectrum of industries; however, her primary focus has been in the energy sector, and she leads a team managing a variety of projects and large-scale research programs for utility clients across the nation.
April is responsible for maintaining client relationships and ensuring program success by guiding her team to provide excellent service at every step of the research process. Additionally, she is known for her comprehensive planning, organization, and ability to develop analyses using strategic judgement, all while having a positive can-do attitude and passion for getting the job done. April’s superpower is promoting team collaboration to deliver exceptional results.
Most notably, April’s work in the energy sector includes management of large-scale, multi-mode utility CX/VOC research programs; development and management of complex online reporting platforms; management of utility customer Panels for both Business and Residential; management of ad hoc utility-specific research projects (e.g., message testing, concept and program evaluations, saturation studies); and conducting segmentation research among both Business and Residential customers.


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