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HomeMy WebLinkAboutRESPONSE - RFP - P1029 MARKET RESEARCHCritical Issues 1) Customer satisfaction ratings must 100% _— remain at "best -in -class" levels. X 60% — _ — a i 19M 1999 __. __- Sample High National National Municipal Municipal Avenge LeWs. Utility Example 2) Customer programs and communications must be tailored. 3) Customer research needs to be conducted regularly. 1999 2001 2003 2005 2007 2009 2011 = Research SECTION 2 CONSULTING & RESEARCH APPROACH R. W. Beck Approach R. W. Beck has developed an approach that not only fulfills the stated requirements of Fort Collins Utilities for market research, but also provides results that lend themselves to marketing and service improvement programs. The R. W. Beck team's unique combination of market research, utility operations, and marketing implementation expertise will provide Fort Collins Utilities with a clear and actionable market -based direction. Our approach takes advantage of our Denver office, which will work closely with the Fort Collins Utilities team, keeping the team abreast of findings and involved in each step of the study. We will operate in close coordination with the Fort Collins Utilities project manger and others as appropriate, to provide the optimal project outcome, well tailored to Fort Collins Utilities' needs. This will involve collaboration in development as well as final approval of the survey instruments prior to any data collection. Our final presentation will be customized to meet the information needs of the audience. This proposal includes two types of market research: Primary research in the form of telephone interviews to determine residential and commercial customer satisfaction of the four utility services, brand awareness, perceptions of renewable energy, demand -side management, water conservation, and price sensitivity. • Secondary research to provide benchmarking with other municipal utilities and/or cities. R. W. Beck has chosen Discovery Research Group (Discovery) for fielding of the surveys. Discovery has been in business since 1987 and operates phone centers in Utah and Idaho where it enjoys a highly skilled labor pool. Discovery implements quality methods and supervisor -to -interviewer ratios that ensure the surveys collected meet customer expectations for data accuracy. In 2005, The R. W. Beck Value they conducted more than 380,000 hours of phone interviewing via 500 Computer R. W. Beck and Discovery Research have partnered on many Aided Telephone Interviewing (CATI) utility market research projects and have an excellent and stations. effective working relationship. Under the direction of R. W. Beck, Discovery will pre -test the survey prior to administration of the questionnaire on Fort Collins respondents. R. W. Beck will use technology available from Discovery to test the survey programming prior to conducting any interviews and will also use the remote monitoring capabilities to listen to phone interviews as they are conducted for both the residential and commercial segments. Study Summary Customer Satisfaction Survey (Residential and Commercial) The commercial customer study will be comprised of 400 telephone interviews with commercial customers of Fort Collins Utilities. The residential portion of the customer study will be comprised of 400 telephone interviews with residential customers of Fort Collins Utilities. The sample will be chosen from a database list of residential and commercial current customers of Fort Collins Utilities provided by 31`2502-2-Approach.doc 2-1 SECTION 2 the utility or a purchased list of Fort Collins companies and residents, which will be screened to ensure that they are Fort Collins Utilities customers. We propose to use survey questions that measure the importance and rating of Fort Collins Utilities on product, price, and servicing factors known to influence customer satisfaction that was used in the Fort Collins Utilities 1999 and 2002 studies. The specificity of this approach will enable Fort Collins Utilities to track results from both the 1999 and the 2002 research as well as to develop action plans on those factors most likely to increase overall customer satisfaction. In addition, we anticipate that there will be additional questions — related to current issues of concern — that will be developed unique to this survey effort. These will be developed in close coordination with Fort Collins Utilities' project staff as well. The analysis of survey results will include frequencies, cross -tabulations, and significance testing. Responses will be examined in light of demographics, firmagraphics, and utility usage statistics (if desired and base data is provided by Fort Collins Utilities), with group differences noted. Where appropriate, recommendations will be cited to increase the usability of the findings. Our analysis will examine how Fort Collins Utilities is performing on its essential service measurements, trends in customer satisfaction over time, perceptions and price sensitivity toward renewable energy, perceptions related to water conservation, and price sensitivity with regard to utility services. Benchmarking Study A benchmarking initiative should take its direction from the Utility's business strategies and the performance expectations of its customers, its management, and the Utility. Virtually all major business activities can be addressed through benchmarking; however, it is most cost effective and useful when focused on the relatively few results and activities that matter most. J Comparisons between Fort Collins Utilities and other organizations with comparable utility operations and business processes can reveal superior performance opportunities and the practices needed to achieve them. The benchmarking initiative should be realistic in its expectations. Like any other organization, the —' Utility has human and other limitations on its capacity for change. Performance measurement and benchmarking information can be easily misunderstood, misused and harmful without a clear commitment to quality, effective communication and appropriate in-depth performance analyses and improvement programs. Finally, the benchmarking initiative should advance the internal capability of the Utility's policymakers, �? Utility management and employees to develop, understand, and effectively use performance measures, benchmarks and targets. Performance management should become an ongoing and integral part of strategic business planning and operational management. Option 1 R. W. Beck will conduct secondary research to benchmark customer satisfaction to readily available public information, such as J. D. Powers & Associates Electric Utility Customer Satisfaction Study. R. W. Beck would also gather information through brief telephone interviews from three to five of these target utilities with regard to general programs and activities the Utility undertakes that the specific utility attributes with impacting their customer satisfaction ratings. This approach allows Fort Collins Utilities to experience the benefits of benchmarking at a modest cost in terms of consulting and staff time. Likely candidates for the telephone interviews include: 2 2 V2502-2-Approach.doc CONSULTING & RESEARCH APPROACH ■ Austin Energy ■ Eugene Water and Electric Board ■ Colorado Springs Utilities ■ Nashville Electric Service • ■ Omaha Public Power District ■ Seattle City Light ■ Tucson Electric Power Option 2 R. W. Beck will conduct secondary research to gather background information on municipal utilities of similar size to Fort Collins Utilities, their customer satisfaction initiatives, and publicly available performance ratings. R. W. Beck also proposes to conduct an external survey of selected utilities and service organizations to identify best customer service practices and organizations and then compare these with the ones present at Fort Collins Utilities. The candidates for the in-depth interviews would likely include the utilities listed above. R. W. Beck will prepare an information gathering protocol that will be used to obtain work practices, activity level, performance level and staffing information from a representative sample of similar utilities and other service organizations. Respondents will be asked to provide the preceding information for the comparable work activities in their respective organizations. R. W. Beck will also make follow-up contacts with each selected entity to enhance the validity of response content. This will allow for an update of best practices and benchmarking that R. W. Beck conducted for Fort Collins Utilities in 2000. Option 3 R. W. Beck will conduct secondary research to gather background information on similar -sized municipalities and municipal utilities looking at the organizational relationship between the city and the Utility. This will include analysis of how water and energy utilities are related to their larger city organizations. R. W. Beck also proposes to conduct an external survey of selected utilities/cities to obtain great detail on the relationship, as well as to ascertain any utility industry trends in organizational structure. R. W. Beck will prepare a PowerPoint report on the findings of any of the above chosen options. Team Interface R. W. Beck views close coordination with the Fort Collins Utilities team as essential to the project. We propose to accomplish this coordination in these ways: Planned Meetings, Reviews, and Presentations ■ The survey will begin with a meeting to confirm activities, methodologies, and time schedule. ■ The questionnaires will be presented to, reviewed, and approved by Fort Collins Utilities. ■ A topline report of initial results will be issued within five working days of completion of the telephone interviews. This report provides preliminary frequencies for all questions. It allows the R. W. Beck, Inc. 2-3 SECTION 2 Fort Collins Utilities team access to survey data quickly and lets them provide input on specific items - q to be included in the detailed analysis that may not have been previously identified. ■ The final report will be issued first in draft form to enable the Fort Collins Utilities team to review and comment. The final report will include an appendix of the statistical tables from the quantitative research. ■ The Market Research will end with the issuance of the final report and up to three (3) separate final —7 presentations of the findings. - J Local Client Liaison Availability 7 Our Denver -based Project Manager and Project Team will be available throughout the project to answer _ questions and/or participate in meetings. Summary of Deliverables R. W. Beck will provide the final report and presentation in both written and electronic formats. The ; topline report, as well as draft reports and presentations will be provided electronically. The final report is developed in graphically rich presentation format so that the information is easily presented and understood by diverse audiences. I 24 3P2502-2-Approach.doc SECTION 3 SCOPE OF SERVICES Scope of Services The primary objective of the proposed market research is to assess customer satisfaction with the four utility services, ascertain perceptions, acceptance, and price sensitivities in relation to renewable energy programs, energy efficiency programs, water resources and conservation, and stormwater management. Current customer satisfaction research results will be compared to previous research results, based on efforts conducted in both 1999 and 2003.` . The diagram presents an overview of the steps involved in conducting the market research effort. The R. W. Beck Project Team will manage this effort to produce precisely the information and Fort Collins Utilities' needs. Kick -Off Meeting The purpose of this task is to ensure that R. W. Beck has the full benefit of the research, work, and thinking that has been done previously by the Fort Collins Utilities team and that we have a commonly agreed upon schedule of activities and timelines for this project. Prior to the kick-off meeting, R. W. Beck will submit a request for information, which may include: ■ Recent customer attitude, satisfaction, or transaction surveys or studies ■ Information on specific customer or transaction improvement plans and programs that have been undertaken ■ Information on any outstanding events that might impact interpretation of results (e.g., major weather events or electrical outages) All information will be treated as confidential and will be returned to the Utilities after review. Develop Q nacre R. W. Beck obtain Sample Utilities Program and Pre -test Survey Discovery Research & R.W. Beck Discovery Research Remote Monitoring of Surveys R. W. Beck Research & R. W. Beck Develop Topline Report R. W. Beck Draft Research Report R. W. Beck renal Report Draft Draft Presentation R. W. Beck R. W. Beck d Presentation R. W. Beck Develop BendunerkingCriteria Utilities & R. W. Beck R. W. Beck on z Only) W. Beck Phone Interviews R. W. Beck PowerPoint" R. W. Beck Final Benchmarking Report R.W Beck V2502-3-Scope.doc 3-1 SECTION 3 Customer Satisfaction Study (Commercial and Residential) The customer satisfaction study can serve as input to both marketing and customer service action plans. This survey will be a measurement against the previous customer satisfaction studies conducted in 1999 and 2003. In our approach to customer satisfaction, three areas are explored: perceived product quality (e.g., power reliability and quality), price (value, competitiveness, billing plans and options, etc.) and service quality — (the way that the various customer functions are performed). The constructs that we recommend for the service quality area include customer perceptions of the following: ■ Reliability — Performance of the promised service dependably and accurately (this is the measurement of the servicing departments doing what they said they would do, not the power product's reliability which is measured separately) ■ Responsiveness — Willingness to help customers and provide prompt service ■ Assurance —Employees' knowledge, competence, and their ability to inspire trust and confidence; trusted company name ■ Empathy — Caring and individualized attention given to customers ■ Tangibles — Appearance of physical facilities, trucks, personnel, and written materials These categories have been proven to be important across industries, although the specific component factors of each construct vary by industry. We have developed a battery of questions specific to the utility industry which will be adjusted to meet Fort Collins Utilities unique market environment. We generally recommend a five -point scale for measurement of customer service factors. In some cases, we have used a school grading system — A, B ... F. We have found that respondents can easily grasp such a rating system, allowing more ratings to be done in a limited time frame. More importantly, we have found that utility management is more likely to respond to letter grades than numerical scores, spurring more immediate attention to areas needing improvement. 7 Thus, the specificity of our question battery around known constructs impacting overall customer satisfaction and this form of measurement enable the reporting of action -oriented results. To this battery --, of questions can also be added inquires on brand awareness and knowledge and preferred communications methods for assistance in developing marketing plans. For the customer satisfaction survey, we will conduct 400 telephone interviews with small to mid -sized business customers and 400 interviews on residential customers, randomly selected from Fort Collins Utilities' customer records or a purchased list. If Fort Collins Utilities has customer records with current —7 telephone numbers, these can be used instead of the purchased list for a cost savings. In previous studies, we have used utility records, accompanied by usage and revenue summaries for each record, enabling comparison of survey responses by actual usage and revenue groupings of customers. The —, ability to incorporate this data depends on the flexibility of Fort Collins Utilities' internal customer - records system and the quality of the telephone number records. The quantitative survey will be approximately 15 minutes in length. A random sample of 400 provides a sampling error of +/- 4.9% at the 95% confidence level. 3 2 V2502-3-Scope.doc SCOPE OF SERVICES Commercial & Residential Customer Satisfaction Survey Interviews and Sam lin Customer Group Number of Interviews Sample Frame Random sample from Commercial Business 400 customer rolls or purchased Customers list of businesses in the City of Fort Collins Random sample from Residential Customers 400 customer rolls or purchased list of households in the City of Fort Collins In addition to the customer satisfaction questions, the survey will include a series of questions related to additional questions such as brand awareness, price sensitivity, water conservation, interest in wind, and renewables. Questionnaire Design, Review, and Approval In developing both the residential and commercial studies, R. W. Beck will start with additional input from Fort Collins Utilities regarding specific goals of the research effort, to include any unique issues that should be addressed. R. W. Beck will develop the data collection instruments, including screening questions and questionnaires then review the logic, flow, and questions with Fort Collins Utilities for input and approval of the questionnaires. This ensures that all information needs are met. In addition to the customer satisfaction constructs discussed above (and the associated customer satisfaction survey questions), areas of inquiry will include: a Awareness of and perceived value of wind energy and other renewable energy options ■ Awareness of Fort Collins Utilities' wind power, other renewable, and energy efficiency programs ■ Willingness to pay for renewable energy and energy efficiency programs ■ Perceptions of water resources and conservation ■ Brand awareness ■ Demographic and firmagraphic information to classify data Sample Selection Sample selection procedures will be recommended by R. W. Beck and approved by Fort Collins Utilities. The sample base will either be provided by Fort Collins Utilities or will be purchased (as specified by survey type). Approximately 6,000 records with phone numbers are required as a base for a 400 residential interview study and 7,200 records with phone numbers for a 400 business interview study. If Fort Collins Utilities does not provide the electronic customer lists, or if their lists do not contain accurate information, a customer list will be purchased for an additional fee and screened to assure that Fort Collins Utilities customers are being interviewed. The list will be sampled by survey fielding sub - consultant, Discovery Research Group (Discovery), according to the approved sampling procedure. All sample and quota cells will be managed via CATI. R. W. Beck, Inc. 3-3 SECTION 3 Survey Fielding, Data Collection, and Data Processing Discovery will be R. W. Beck's subconsultant for this project. In 2005, they conducted more than 380,000 hours of phone interviewing via 500 Computer Aided Telephone Interviewing (CATI) stations. Discovery will be responsible for conducting the telephone interviews, coding, recording verbatim responses for open-ended questions, and for production of the statistical tables for analysis (frequencies, cross tabulations, statistical significance testing at the 95% confidence level). Cross tabulations of all questions will be provided for up to six demographic or attitudinal factors plus selected other cross tabulations. Prior to working on each new project, each Discovery interviewer participates in a briefing of the project. This includes a supervisor assigned to the project, a monitoring supervisor, and a trainer. The questionnaire is read on CATI and all special notes are discussed regarding the specifics of the project. Interviewers do role playing until they are familiar and comfortable with the survey and commence in dialing. The questionnaires will be pre -tested and R. W. Beck will also monitor interviews remotely. Data Analysis and Preliminary Findings The R. W. Beck Project Team will evaluate the survey results, and conduct statistical analysis of any studies using multiple regression, factor analysis, and cluster analysis as necessary. A topline report will be issued within one week of the conclusion of interviewing. This report will include survey frequencies. As an additional option, advanced statistical techniques can be run on this data to determine the strength of the contribution of each factor and demographic to the overall customer satisfaction rating (factor analysis and multiple regression) or the groupings of customers based on the same factors (cluster analysis). Benchmarking Study Although the RFP is not highly specific in relation to the benchmarking work, there was a portion focused on this area, so we have addressed various options below. Of course, the basic market research will provide minimal benchmarking to industry service standards — typically cited at more than 801/6 ratings in the top two classifications. Given the request outlined in the RFP, we have developed three benchmarking options for your consideration. A benchmarking initiative takes its direction from the utility's business strategies and the performance expectations of its customers, its management, the City, and other stakeholders. Virtually all major business activities can be addressed through benchmarking; however, it is most cost effective and useful when focused on relatively few activities and outcomes. Comparisons between Fort Collins Utilities and other organizations with comparable utility operations and business processes can reveal superior performance opportunities and the practices needed to achieve them. This could include exploration of other Fort Collins Utilities' offerings related to water and energy conservation programs, incentives, communications, and outcomes. The precise parameters and areas of inquiry would be developed with Fort Collins Utilities project management and staff to assure that the key areas of concern are addressed. Regardless of the specific parameters benchmarked, the R.W. Beck approach builds in a clear commitment to effective communication and developing the organizational buy -in necessary for implementation. 3.4 V2502-3-3cope.dw SCOPE OF SERVICES Finally, R. W. Beck's benchmarking initiatives are designed to advance the internal capability of the policy makers, governing boards, management and employees to develop, understand, and effectively use performance measures and benchmarks. Thus, benchmarking becomes an ongoing and integral part of strategic business planning and operational management. Option t For Option 1, R. W. Beck would conduct secondary research to benchmark customer satisfaction to readily available public information, such as J. D. Powers & Associates Electric Utility Customer Satisfaction Study. R. W. Beck would also gather information through brief telephone interviews from three to five of these target utilities with regard to general programs and activities the utility undertakes that the specific utility attributes with impacting their customer satisfaction ratings. Likely candidates for the telephone interviews include: ■ Austin Energy • Eugene Water and Electric Board ■ Colorado Springs Utilities ■ Nashville Electric Service ■ Omaha Public Power District Option 1 allows Fort Collins Utilities to experience the benefits of benchmarking at a modest cost in terms of consulting and staff time. ■ Seattle City Light ■ Tucson Electric Power Option 2 For this option, R. W. Beck would conduct secondary research to gather background information on municipal utilities of similar size to Fort Collins Utilities, their customer satisfaction initiatives and publicly available performance ratings. R. W. Beck also proposes to conduct an external survey of selected utilities and service organizations to identify best customer service practices and organizations and then compare these with the ones present at Fort Collins Utilities. The candidates for the in-depth interviews would likely include the utilities listed above under Option 1. R. W. Beck will prepare an information gathering Option 2 Value protocol that will be used to obtain work practices, Option 2 would allow for an update of best activity level, performance level and staffing practices and benchmarldng that R. W. Beck information from a representative sample of similar conducted for Fort Collins Utilities in 2000. utilities and other service organizations. Respondents will be asked to provide the preceding information for the comparable work activities in their respective organizations. R. W. Beck will also make follow-up contacts with each selected entity to enhance the validity of response content. R. W. Beck, Inc. 3-5 SECTION 3 Option 3 R. W. Beck will conduct secondary research to gather background information on similar -sized municipalities and municipal utilities looking at the organizational relationship between the city and the utility. This will include analysis of how water and ene utilities are related to their larger city Option 3 also helps to ascertain any utility industry trends in organizational structure. rSY organizations. R. W. Beck also proposes to conduct an external survey of selected utilities/cities to obtain great detail on the relationship. Results and Deliverables Draft and Final Report The project will conclude with the issuance of a final report and on -site final presentation of findings. The final report will include an executive summary as well as a detailed discussion of findings and their implications. Implications, conclusions, and recommendations will be interpreted in view of our extensive interaction with municipally owned utilities across the United States which enhances our understanding of the unique environment in which public power utilities operate. The final report, including color graphs and charts, will first be issued in draft format for Fort Collins Utilities' review, input, and approval. The approved version will then be issued as the final report in paper (two copies) and electronic format. The Appendix containing statistical tables and verbatims will also be issued in paper (one copy) and electronically. Draft and Final Presentation R. W. Beck will also prepare a final presentation that will cover all aspects of the study and will be designed for the Fort Collins Utilities and City audience beyond the working team. The intended audiences and content of this presentation will be discussed with Fort Collins Utilities prior to its authoring. A draft of this presentation will be given to Fort Collins Utilities for review, input, and approval. R. W. Beck will be available to give this presentation up to two times. Additional presentations, including shortened versions for employee groups, can be arranged on a time -and - materials basis. In the past, R. W. Beck's utility customers have requested that survey results be presented to management groups, utility boards, city councils, employee groups, and on community channels of cable television. 3-6 V2502J-Scope.doc Develop Questionnaire R. W. Beck and Utilities Obtain Sample Utilities Program and Pre -test Survey Discovery Research Group & R. W. Beck Conduct Interviews Discovery Research Group Remote Monitoring of Surveys R. W. Beck Compile Data/Create Crosstabs Discovery Research Group & R. W. Beck Develop Topline Report R. W. Beck Analyze Data & Draft Research Report R. W. Beck Develop Benchmarking Criteria Utilities & R. W. Beck Conduct Benchmarking Secondary Research R. W Beck Develop Benchmarking Tool (Option 2 Only) R. W. Beck Conduct Benchmarking Phone Interviews R. W. Beck Draft Benchmarking PowerPoint Report R. W. Beck Final Benchmarking Report R. W. Beck Final Report Draft Presentation R. W. Beck k R. W. Beck Final Presentation R. W. Beck SECTION 4 PROJECT TEAM R. W. Beck's Project Team members have extensive market research and customer satisfaction benchmarking project experience. They have personally conducted primary and secondary market research, developed survey instruments, and conducted executive interviews and focus groups. The following R. W. Beck individuals and noted vendor are assigned to this project as per the organization chart presented below. Professional biographies follow the organizational chart detailing relevant experience and comprehensive resumes for each team member are located in the Appendix of this submittal. PROJECT MANAGER Lynn Adams RESEARCH SUPPORT & LEAD RESEARCHER Rebecca BENCHMARKING Patty Cruz RESEARCH IMPLEMENTATION DISCOVERY RESEARCH GROUP • General Manager Vaughn Mordecai • Account Executive & Team Lead for Account Team Derek Borsky • Support Staff • Interviewers Lynn L. Adams — Project Manager Comell University: B.S. in Communications Ms. Adams joined R. W. Beck in 1989 as the National Marketing Director and rejoined in 2005 as a Senior Director/Strategic and Business Planning. She has more than 20 years of experience in the consutting/utility industry in both business and consumer sectors. Her work encompasses strategic marketing leadership for various clients, as well as marketing and strategy consulting to external clients. The focus of her current efforts is strategic, business, and marketing planning/implementation for a variety of clients. She calls upon a multitude of approaches, tools, and resources to tailor the planning approach to meet client organizational needs. As a master facilitator, Ms. Adams is called upon to lead groups through defining clear direction and making effective decisions. Prior to rejoining R. W. Beck, Ms. Adams was the President of Ithaca Hanover, LLC where she acted as primary consultant and completed various consulting assignments for the utility industry, as well as other market segments. This work included comprehensive strategic and business planning efforts for combined utilities through facilitated processes to build organizational alignment and support. In 3132502-4-Team.doc 4-1 SECTION 4 addition, Ms. Adams has designed and managed many market research, planning, and implementation efforts. Representative Projects As a basis for strategic and/or marketing direction, research is essential in forming a baseline understanding of customer perspectives and preferences. In addition to similar work for Fort Collins for to this Utilities, Ms. Adams has managed several other research projects, many utility clients, provide data -driven insight. ■ Designed and managed both large and small market research projects including vendor selection and 4 management ■ Developed various survey instruments to define needs and understand value perceptions -7 ■ Analyzed and interpreted customer input and made recommendations for using that data in developing prioritized goals and action plans. — ■ Designed and moderated focus groups with various customer segments, using that input to add -- qualitative richness to more quantitative analyses Specific market research and planning project details that Ms. Adams has managed over the past 18 months include the following: ■ Market Research & Marketing Plan Development — Lampasas Electric Utility; Lampasas, Texas; conducted research and served as planning process facilitator for Utility's first customer survey effort; research included sample protocol, survey design, implementation, data analysis and interpretation, and presentation to staff and governing body; research was followed by planning process and marketing plan development ■ Marketing Communications Plan Implementation — Lampasas Electric Utility; Lampasas, Texas; based on research and planning conducted for same utility, developed communications plan elements for immediate implementation; elements included news releases, advertisements, radio spots, direct mail, --, and overall media and distribution plan ■ Market Research & Marketing Plan Development — Utilities Board of Tuskegee; Tuskegee, Alabama; conducted research and served as planning process facilitator for Utility's first customer survey effort; research included sample protocol, survey design, implementation, data analysis and interpretation, and presentation to staff and governing body; research was followed by planning process and marketing plan development Rebecca Shiflea — Lead Research Specialist Colorado State University: B.S. in Psychology University of Colorado: M.BA. in Marketing Ms. Shiflea is a Market Research Manager with 18 years of experience. Ms. Shiflea assists with a wide range of telecommunications and utility -related projects. Her background includes project management, market research, and marketing. At KN Energy, prior to joining R. W. Beck in 1999, Ms. Shiflea managed numerous quantitative research projects relating to value-added product and service offerings by an energy utility, product bundling, customer satisfaction, and advertising awareness. Her previous work experience includes senior project management with Walker Research & Analysis, a division of 31325024-Team.doc 4-2 PROJECTTEAM Walker Information, a market research firm headquartered in Indianapolis; and research analysis with Talmey-Drake Research & Strategy, Inc., a Colorado -based public opinion and market research firm. Representative Projects ■ Utility Choice Study —City of Elberton; Elberton, Georgia; primary research study to determine residential customers' likelihood of purchasing Internet, data, cable television, and telephony from alternative vendors ■ Customer Satisfaction and Awareness Study —Fort Collins Utilities; Fort Collins, Colorado; primary research of electric, stormwater, water, and wastewater customers and their perception of the integrated utility ■ Keys Customer Satisfaction and Loyalty Study — Utility Board of the City of Key West; Key West, Florida; survey of the utility's residential and commercial customers to ascertain current market position and customer loyalty. Follow up survey conducted four years later to track changes in customer satisfaction and update brand awareness results ■ Customer Satisfaction Program — Salt River Project; Arizona: conducted customer interviews with developers to collect feedback regarding the utility's design and construction project; analyzed responses to identify service issues among five -subgroups of developer customers ■ Market Position Survey — City of Dothan; Dothan, Alabama; systematic review of the utility's external and internal market position Patricia Cruz — Research Support and Benchmarking Specialist Universidad Javeriana de Colombia: B.S. in Business Communications University of Tennessee: M.B.A. in Management and Marketing Universidad Catolica de Chile: M.S. in Human Resource Management Ms. Cruz is a Senior Consultant with R. W. Beck, specializing in providing energy and water -wastewater services in the areas of strategic planning and business communications, process improvement, marketing management, and evaluation of customer satisfaction and needs. She is fluent in both English and Spanish and has participated as a client interface, facilitator and translator on multiple domestic and international Spanish language assignments. Ms. Cruz brings a dynamic portfolio of qualifications to a variety of service areas to enhance customer service, positively impact client companies' organizational structures, implement staff training programs, evaluate rate structures, determine motivational, staffing and training requirements; and identify key processes in need of improvement. Ms. Cruz also has been involved in benchmarking analysis to identify best industry practices for municipal utilities and water authorities. Representative Projects Customer Service Measurement System — Fort Collins Utilities; Colorado; developed a customer service measurement system based on critical utility service attributes customers considered valuable; work included conducting employee and customer focus groups and surveys and using the analysis to create a reporting format tool to register and monitor the performance of the critical attributes identified R. W. Beck, Inc. 4-3 SECTION 4 ■ Customer Satisfaction Program - Salt River Project; Arizona; conducted customer interviews with developers to collect feedback regarding the utility's design and construction project; analyzed responses to identify service issues among five -subgroups of developer customers ■ Customer Service Measurement System - Brownsville Public Utility Board; Brownsville, Texas; developed a customer service measurement system based on critical utility service attributes customers considered valuable; work included conducting employee and customer focus groups and surveys in Spanish and English and using the analysis to create a reporting format tool to register and monitor the performance of the critical attributes identified ■ Customer Surveying and Market Assessment -City of San Antonio; Texas; conducted customer interviews for a market assessment program to determine customer perceptions and identify potential market opportunities 7 ■ Strategic Planning - Confidential Client in the Electronics Industry; Tennessee; developed strategic j business plan for Fortune 100 company to market and distribute a new high technology product; work included identifying target markets and developing marketing strategies to create awareness and �1 stimulate demand for the product in a competitive market ■ FMPA Customer Interviews - Florida Municipal Power Association (FMPA); Florida; conducted interviews with key customer executives responsible for the sales, marketing and service functions of the utilities to identify market characteristics of the utilities involved in the study ■ Telecom Feasibility Study - Azusa Light and Water; California; conducted customer interviews for a market assessment program to determine customer perceptions and identify potential telecom market opportunities Vaughn Mordecai — Discovery Research Group General Manager Mr. Mordecia is the General Manager and Vice President of Data Collection with 12 years experience in research and the market research industry. He possesses strong management, operations and project implementation skills, focusing on quality data collection, meeting customer needs, and establishing client relationships. Derek Borsky — Discovery Research Group Account Executive and Team Lead forAccount Team Mr. Borsky is an Account Executive with more than 10 years experience in the market research industry. He possesses strong communication and management capabilities, personal integrity, and a focus on creating customer loyalty through exceptional customer service. 4-4 V2502-4-Teandoc SECTION 5 SCHEDULE Schedule R. W. Beck proposes to commence this project with a kick-off meeting to review the overall effort and expectations, as well as the desired schedule for project completion. It is our intent to jointly work with Fort Collins Utilities to identify a schedule that best meets its needs, and we will flex our schedules to be responsive to those needs. The following are the approximate timeframes for each task as described in the Scope of Services. Please note there are several concurrent tasks. This schedule is contingent upon obtaining timely approvals and input from Fort Collins Utilities. We anticipate 15 weeks total time from start to completion; this is detailed in the following table. Kick -Off Meeting Survey Fielding Week of October 16 Week of October 16 Week of October 30 Week of November 6 through November 15 November 16 — November 22 Aln\Inmhnr 99 Benchmarking Kick -Off Meeting i 1 Week of October 16 Data Collection 2 Weeks of October 23 and October 30 Report and Presentation Draft Report 1 December 7� Review/Feedback from Fort Collins 1 December 14 Utilities on Draft Report Final Report 1 ? December 21 Draft Presentation 1 January 5 i ReviewlFeedback from Fort Collins 1 January 12 Utilities on Draft Report j Presentation 1 Week of January 15 V2502-5-Schedule.doc 5-1 --I a SECTION 6 PRICING Cost Estimate R. W. Beck will provide the market research portion of the Scope of Services described in this proposal for a fixed fee of $51,000. This cost includes both labor and non -labor expenses directly attributable to the project. Non -labor expenses are billed "at -cost" and include expenses such as transportation, lodging, meals, telecommunications, printing and reproduction services, use of specialized software (if applicable), etc. It also includes all sub -consultant fees from Discovery Research Group for administration of the survey and data collection/compilation, plus our standard 10% mark-up. Sub -contractor costs are based on an interview length of 15 minutes. If Fort Collins Utilities requires more information than can be obtained in the time frame, sub -consultant costs will increase. Cost estimates for three options of benchmarking, as described in Section 3 of this proposal are listed below. Each cost includes both labor and non -labor expenses directly attributable to the project. Non - labor expenses are billed "at -cost" and include expenses such as transportation, lodging, meals, telecommunications, printing and reproduction services, use of specialized software (if applicable), etc. Market Research $51,000 Benchmarking Option One $10,000 Option Two $40,000 Option Three $12,000 To the extent Fort Collins Utilities believes we have over- or under -estimated the level of effort for this project, we would be pleased to adjust our work scope and cost to meet the Utilities' exact budgetary needs as appropriate. Project team hourly rates are included in the billing table below. Additional Services The Scope of Services to be performed by R. W. Beck under this agreement is limited to the services described in Section 3 (Scope of Services). R. W. Beck would be pleased to provide any additional services to Fort Collins Utilities upon request at an additional fee. Our standard rates for additional services for projects of this type are provided below. V2502-6-Pricing.doc 6-1 SECTION 6 R. W. Beck, Inc. Labor Rates Hourly Rate (US$) Typical Project Roles 70.00 75.00 Clerical, Administration 80.00 85.00 Rebecca Shiflea 138.00 Patty Cruz 190.00 Lynn Adams 6-2 3P2502-6-Pddng.doc SECTION 7 FIRM QUALIFICATIONS & REFERENCES R. W. Beck and Discovery Research Group bring Fort Collins Utilities the ideal mix of market research expertise and understanding of the unique positioning and operating environments of municipal utilities that provide electric, water, wastewater, and stormwater service. R. W. Beck has more than 60 years of experience working with municipal utilities and other public entities. We have selected a representative sample of assignments that highlight our market research, customer service evaluation, and benchmarking experience. A listing of additional projects where team members have performed these services for other clients around the U.S. is included. Client references for selected projects are noted and we encourage Fort Collins Utilities to contact them. Representative Qualifications Market Research & Marketing Plan Development Utilities Board of Tuskegee Tuskegee, Alabama v_. Project Manager Lynn Adams worked with the Utilities Board of Tuskegee (UBT) to first understand the value of market research, then design and implement their first customer survey effort. As a utility with a challenging history and in receivership UBT was x*v�uab ° experiencing breakdowns across many aspects of its relationship with customers. In addition to conducting the research itself, the effort was a first step in starting to rebuild a Acting Genera{ Manager trust -based, caring relationship with its customers. UBT has 101 Fonville Street moved forward aggressively with many improvements that Tuskegee, AL 36083 were highlighted by the survey findings and can already see a 334.724.1294 measurable positive difference in its relationship with customers. Further, they plan to re -survey in fairly short intervals to closely track improvements and refine their overall approach. The market research formed the basis for an actionable marketing plan and was key to the concurrent development of their strategic plan, an effort that the Project Manager was also involved with. Specific tasks included: ■ Develop a deep understanding of the Utility's situation in relation to its customers ■ Develop goals for the survey effort and select optimal survey methodology ■ Design and test a tailored survey instrument ■ Establish sample protocol; work with Utility staff to develop understanding of data needs and random sample protocol ■ Conduct survey ■ Collect and analyze data including topline results _ 3P2502-7-Qualfications.doc 7-1 SECTION 7 ■ Perform detailed analysis and interpretation of data with development of clear, data based presentation ■ Present findings to various stakeholder groups including staff and the governing body ■ Build on survey results with specific, actionable recommendations The market research and planning work, along with the development of a focused strategic and business plan has been key in helping UBT move out of receivership. Customer Satisfaction and Loyalty Research Keys Energy Services Key West, Florida R. W. Beck provided market research services to assist the Keys Energy Services (KEYS) in determining its competitive position in the marketplace. Research was conducted among both residential and business customers to determine customer satisfaction with KEYS' service; the utility's market position; and customers' propensity to switch vendors. Results of the research were used to make recommendations regarding customer satisfaction, key drivers of customer loyalty, and potential new product offerings. p The customer satisfaction study was replicated in 2004 and 10013ames Street compared to the original benchmark data to ascertain trends Key West, FL 33040 within the five key components of satisfaction with services. 303.295.1000 KEYS is using the results of the newest research to allocate resources in response to customer satisfaction areas of concern. R. W. Beck also provided statistical analysis of the data to develop market segments with the objective of helping the utility create communications plans targeted to specific customer segments. Research & Marketing Plan Development Lampasas Electric Utility Lampasas, Texas Project Manager Lynn Adams conducted the initial market research effort for Lampasas Electric Utility. This work included the following tasks: ■ Develop a deep understanding of the Utility's goals for the survey effort and selection of best survey methodology ■ Design and test atailored survey instrument_' ■ Establish sample protocol and work with Utility staff for t� ge� ems' Texas City Manager for City of Bastrop, TX sample development 904 Main Street ■ Conduct survey Bastrop, TX 78602 ■ Collect and analyze data including topline results 512.303.4966 ■ Perform detailed analysis and interpretation of data with development of clear, data based presentation ■ Present findings to various stakeholder groups including staff and the governing body 7 2 V2502-7-0uaifttions.doc Reliability Service Situational Quality Factors Responsiveness . - =- Assurance Product Customer Quality Satisfaction Empathy Price Personal Factors Tangibles HIHM FIRM QUALIFICATIONS & REFERENCES ■ Build on survey results with specific, actionable recommendations As the first such research the Utility had ever conducted, there was broad interest in and acceptance of the findings that immediately led to enhanced customer service and communications. This work also formed the basis for development of an integrated marketing plan with organizational modifications to enhance customer focus. The work also included assistance with implementation of the marketing plan. Customer Satisfaction and Loyalty Study Fort Collins Utilities Fort Collins, Colorado R. W. Beck provided market research services to assist Fort Collins Utilities understand the attitudes and expectations of its customer base. Research was conducted among both residential and business customers to determine customer satisfaction and loyalty, the utility's market position and general interest in new product offerings. Results of the research were used to make recommendations regarding - - trends in satisfaction, key drivers of customer loyalty and potential product offerings. This research also led to the formation of highly focused customer connections department within the Utilities. Findings were presented to several stakeholder groups with broad acceptance of the findings and support of a continued research -based approach. As a direct result of the findings of the customer satisfaction study, R. W. Beck also conducted a benchmarking analysis for the Utilities. The effort focused on continued improvement of customer service quality through redefinition of processes, responsibilities and interdependencies. This included establishing service objectives and measurements for its customer service organization. As a part of the organization analysis, R. W. Beck conducted an external benchmark survey of selected utilities and service organizations to identify best customer service practices and organizations, and then compared these with Fort Collins Utilities' practices. Additional input came from customer service employees who were able to identify the common tasks that comprise the main positions in this area. These individuals also participated in process definition meetings. The information received during these efforts was then used to define profiles for the positions and determine the most efficient and effective organizational structure for the customer service area. Similar Customer Satisfaction Research Assignments ■ Austin Energy —Austin, Texas ■ Eugene Water and Electric Board — Eugene, Oregon ■ Azusa Light and Water —Azusa, California ■ Florida Municipal Power Association — Florida ■ Cedar Falls Utilities — Cedar Falls, Iowa ■ GEUS — Greenville, Texas ■ Chelan County PUD — Washington . Lafayette Utilities System — Lafayette, Louisiana ■ City of Dothan — Dothan, Alabama ■ Los Alamos County — New Mexico ■ City of Elberton — Elberton, Georgia ■ Nashville Electric Service — Nashville, Tennessee ■ City of Independence — Independence, Oregon ■ Oakland County — Michigan ■ City of Monmouth — Monmouth, Oregon ■ Salt River Project — Phoenix, Arizona ■ City of Vernon — California ■ Taunton Electric Light Board — Taunton, Massachusetts ■ County of Putnam — New York ■ Terrebonne Parish Consolidated Government — Houma, Louisiana R. W. Beck, Inc. 7-3 7 APPENDIX COMPREHENSIVE RESUMES R. W. Beck Team Lynn Adams Rebecca ShiFlea ■ Patricia Cruz Discovery Research Team ■ Vaughn Mordecai Derek Borsky No Text Lynn L. Adams Ms. Adams joined R. W. Beck in 1989 as the National Marketing Cornell University Director and rejoined in 2005 as a Senior Director/Strategic and Business B.S. in Communications Planning. She has more than 20 years of experience in the consulting/utility industry in both business and consumer sectors. Her work encompasses strategic marketing leadership for various clients, as well as marketing and strategy consulting to external clients. The focus of her current efforts is strategic, business, and marketing planning/implementation for a variety of clients. She calls upon a multitude of approaches, tools, and resources to tailor the planning approach to meet client organizational needs. As a master facilitator, Ms. Adams is called upon to lead groups through defining clear direction and making effective decisions. Prior to rejoining R. W. Beck, Ms. Adams was the President of Ithaca Hanover, LLC where she acted as primary consultant and completed various consulting assignments for the utility industry, as well as other market segments. This work included comprehensive strategic and business planning efforts for combined utilities through facilitated processes to build organizational alignment and support. In addition, Ms. Adams has designed and managed many market research, planning, and implementation efforts. Marketing Leadership Planning and Implementation Ms. Adams has led many organizations in developing and implementing marketing programs. The scope of this work has ranged from preparing specific marketing communications pieces to defining broad, strategic marketing direction. ■ Re -orientated several firms to a client focus through market research, marketing planning, and organizational change resulting in increased market share and profitability ■ Brought a sales focus and trained key staff for various consulting firms and utility organizations. Introduced basic marketing and sales concepts to many organizations and successfully overcame internal resistance to build necessary direction ■ Built awareness of and support for marketing and sales; developed and managed an integrated marketing/sales support staff and developed a standardized approach across nationwide offices that was aligned with the firm's strategic direction; contributed to overall firm direction as a member of the senior management team ■ Hired and/or mentored marketing staff, both as internal Marketing Director and on behalf of various utility clients Adams.doc LYNN L. ADAMS ■ Established utility marketing practice; built firm presence in first deregulated states ■ Developed/contributed to marketing plans for several utilities with a focus on transforming them from a regulated utility to a competitive environment _ ■ Developed marketing plans and brand strategy for two new entrants to the energy marketplace in the rapidly changing California and Massachusetts markets ■ Designed a new organizational approach to the market that revolutionized the business offerings --j resulting in increased revenue ■ Directed brand identity programs including messaging, tagline, and graphic identity; selected and managed vendors; solidified standards of implementation across offices ' ■ Developed key accounts strategies and programs; conducted account visits for training ■ Directed and implemented a broad range of marketing functions from research to sales support, brand building, and ongoing strategy; managed business development budgets • Placed advertising campaigns including vendor/graphics management and media planning ■ Directed development of numerous marketing communication pieces including creative interface, copy writing, and management of graphics staff. ■ Performed various public relations tasks, as well as managed overall public relations functions Market Research As a basis for strategic and/or marketing direction, research is essential in forming a baseline understanding of customer perspectives and preferences. Ms. Adams has managed several research projects, many for utility clients, to provide this data -driven insight. ■ Designed and managed both large and small market research projects including vendor selection and management ■ Developed various survey instruments to define needs and understand value perceptions ■ Analyzed and interpreted customer input and made recommendations for using that data in developing prioritized goals and action plans. ■ Designed and moderated focus groups with various customer segments, using that input to add qualitative richness to more quantitative analyses - Specific project details include the following: ■ Market Research & Marketing Plan Development — Lampasas Electric Utility; Lampasas, Texas; conducted research and served as planning process facilitator for Utility's first customer survey effort; research included sample protocol, survey design, implementation, data analysis and interpretation, and presentation to staff and governing body; research was followed by planning process and marketing plan development ■ Marketing Communications Plan Implementation — Lampasas Electric Utility; Lampasas, Texas; based on research and planning conducted for same utility, developed communications plan elements for immediate implementation; elements included news releases, advertisements, radio spots, direct mail, and overall media and distribution plan Adams.doc LYNN L. ADAMS ■ Market Research & Marketing Plan Development — Utilities Board of Tuskegee; Tuskegee, Alabama; conducted research and served as planning process facilitator for Utility's first customer survey effort; research included sample protocol, survey design, implementation, data analysis and interpretation, and presentation to staff and governing body; research was followed by planning process and marketing plan development Organizational Change Leadership Ms. Adams has performed many organizational change leadership efforts, often anchored by strategic and marketing planning, for utilities and other clients across the country. She was involved in those activities during the initial deregulation of the energy industry and has led many clients in developing the external customer focus so essential for success in today's marketplace. ■ Studied, developed, and taught an integrated planning approach based on leading edge thinking; instrumental in convening initial firm -wide strategic and marketing planning efforts ■ Recommended new customer segments and market directions; identified emerging markets; developed focused plans for exploration and development ■ Applied practical knowledge of how to balance the need to think long-term while developing specific action plans designed for implementation today ■ As an expert facilitator, assisted many groups in the various stages of planning and implementation ■ Experienced in work with executive teams; routinely give presentations and conduct sessions with executive groups and governing bodies ■ Lead cross -functional utility teams in development of strategic plans ■ Prioritized activities based on desired outcomes and resource constraints including focusing daily staff activities on achieving fiscal and market development results ■ Assistant instructor for University of Colorado Denver graduate course, Leadership and Entrepreneurship; emphasis on teaching leaders to be strategic thinkers Specific project details include the following: Strategic and Business Plan and Water Plan 2020 Program Sustainability — Kaua'i County Department of Water; Hawaii; serving as strategic planning process facilitator as the DOW must implement over $150 million in source, conveyance, and other water system improvement projects within the next fifteen years; leading the utility through a strategic and business planning process that will help them identify the scope and resources necessary for executing the capital improvement projects identified in their Water Plan 2020 Organizational Change Leadership — Utilities Board of Tuskegee; Tuskegee, Alabama; served as strategic planning process facilitator and market research/planning lead for utility as it seeks to emerge from receivership and become more business and customer focused; project included team building and organizational effectiveness work Development of Strategic and Business Direction — Lampasas Electric Utility; Lampasas, Texas; serving as planning process lead facilitator for utility as it seeks to redefine its direction in a challenging marketplace with an overall objective of moving toward an increased customer focus; project includes team building, organizational effectiveness work, and integration of various stakeholder groups including the governing body R. W. Beck, Inc. LYNN L. ADAMS ■ Formation of a New Organization — Lower South Platte Authority; Denver, Colorado; serving as strategic planning process co -facilitator for new entity as it seeks to define its strategic, organizational, and business direction; as a combined entity comprised of three existing bodies, the process will incorporate broad stakeholder input and process techniques to achieve full organizational endorsement of the overall direction and specific action plan going forward ■ Organization -wide Strategic Initiative — Fort Collins Utilities; Fort Collins, Colorado; served as project manager and planning process lead facilitator for key strategic planning effort that has guided this organization for over a decade; based on customer research also conducted by R.W. Beck, this planning project focused on aligning the Utilities with customer needs while implementing internal organizational changes to accommodate that refined direction; contributed to building understanding i of value and trust for process necessary to achieve desired customer direction ■ Strategic Planning — Virgin Islands Water and Power Authority; U.S. Virgin Islands; served as process co -facilitator and customer focus project manager for extensive strategic and business planning effort; range of activities in this 15-month effort included market research and planning, organizational team building and effectiveness, Board communication and briefings, and team -based strategic planning for organizational endorsement ■ Various Other Strategic Planning Projects — Provided direction, input and review to strategic and business planning projects for a variety of clients, both in the utility and other business sectors; applied planning principles and approaches for effective, team -based, organizationally endorsed plan development Organizational Development Having been involved in organizational development, both as an internal part of executive teams and in various client assignments, Ms. Adams brings broad experience in how to positively impact change. She has assisted many clients in becoming more externally focused and responsive to the marketplace, a change that requires complete organizational alignment and focus. ■ Incorporated organizational development principles into all planning work in order to create supported and sustainable change ■ Educated organizations on the value of connecting with clients/customers resulting in an externally focused, effective marketing organization ■ Focused on creating dialog and building understanding through cross -functional teamwork ■ Models and trains client staff on effective meeting participation and leadership -, ■ Brings various tools to assignments, depending on needs, to maximize the effectiveness of the process, and optimize organizational response ■ Balanced process and outcome, with a goal of systemic and sustainable change Specific project details include the following: ■ Organizational Change Leadership — Fort Collins Utilities; Fort Collins, Colorado; project manager for an organizational effort that resulted in recruiting and hiring a key staff position focused on external customer connections; developed internal understanding and support for such a position, built trust regarding the value of such an approach, and assisted with hiring; position has since become key executive position and Utilities spokesperson Adams.doc Ms. Shiflea is a Market Research Manager with 15 years of experience. Ms. Shiflea assists with a wide range of telecommunications and utility - related projects. Her background includes project management, marketing research, and marketing. At KN Energy, prior to joining R. W. Beck in 1999, Ms. Shiflea managed numerous quantitative research projects relating to value-added product and service offerings by an energy utility, product bundling, customer satisfaction, and advertising awareness. Her previous work experience includes senior project management with Walker Research & Analysis, a division of Walker Information, a marketing research firm headquartered in Indianapolis; and research analysis with Talmey-Drake Research & Strategy, Inc., a Colorado -based public opinion and market research firm. Marketing Research Ms. Shiflea acts primarily as Project Director when conducting bundling studies and her duties include designing studies, analyzing results, and feasibility assessment. She conducts detailed analyses of a variety of geo-demographic and market segments to determine significant differences in buying propensity. Specifically, Ms. Shiflea specializes in telecommunication and utility conjoint studies in order to assess the perceived benefits of marketing a bundled package of value-added products and services. Ms. Shiflea has experience in market studies for a variety of utilities, including electric, natural gas, stormwater, water, wastewater, telephony, and integrated utilities. She has worked on a number of different customer satisfaction and loyalty surveys and projects involving strategic planning, branding, and new products. Examples of her work in this area include: ■ VolP Assessment — Cedar Falls, Iowa; served as the Research Manager and designed and implemented conjoint analysis primary research to determine customer purchase intent for Voice over Internet Protocol (Vol?) telecommunications services. These market penetration projections were used in the analysis of CFU's financial condition (pro forma) under a variety of scenarios ■ Utility Choice Study — City of Elberton; Elberton, Georgia; primary research study to determine residential customers' likelihood of purchasing Internet, data, cable television, and telephony from alternative vendors ■ Utility Choice Study — City of Monmouth; Monmouth, Oregon; feasibility assessment of the acceptance of alternative providers for Internet, cable television, and phone services ■ Strategic Telecommunications Plan — Lafayette Utilities System, Louisiana; plan to maximize new sources of revenue under existing Rebecca Shiflea Colorado State University B.S. in Psychology University of Colorado M.B.A. in Marketing Shiflea.doc REBECCA SHIFLEA regulatory constraints; revenue model from new products and services ■ Telecommunications Assessment — Terrebonne Parish Consolidated Government; Terrebonne Parish, Louisiana; examined existing assets, conducted interviews with various stakeholders, identified legal and regulatory issues all relating to new communications ventures ■ Telecommunications Market Research — Los Alamos County (LAC); Los Alamos, New Mexico; provided telecommunications consulting services that focused on business planning, market research, and demand forecasting; this provided Los Alamos County with a quantitative assessment of constituents' satisfaction with current telecommunications services and willingness to obtain services from LAC or a public/private alliance ■ Telecommunications Planning Project — Oakland County; Michigan; provided Oakland County with an approach that develops specific strategies for improving and expanding the area's telecommunications infrastructure and access to advanced telecommunication services; services included an inventory of current telecommunications infrastructure, identification of needs, problems and issues, recommendation of specific strategies and solutions, and created an implementation plan ■ Telecommunications Feasibility Study — City of Vernon, California; Los Angeles County, California; conducted a study to determine the feasibility of using the city's existing fiber optic structure to provide advanced telecommunications and Internet services to industrial customers; study included market research, evaluation of vender proposals, financial forecast, and creation of a "Go -To -Market" plan ■ Telecommunications Survey, Market Research and Alliance Evaluation — Eugene Water & Electric Board (EWEB); Oregon; provided market research, business planning and financial analysis to evaluate potential customer satisfaction with current telecommunications services, and willingness to obtain those same services from EWEB if made available 7 .J ■ Market and Financial Viability Study —Florida Municipal Power Agency; Florida; feasibility study of 27 - different FMPA members offering communications services to both residential and commercial customers ■ Long -Distance Fiber Network Study — Taunton Municipal Light Plant; Massachusetts; primary market research to determine feasibility of reselling long-distance telephone service to residential and commercial customers Customer Values Assessments and Market Planning Ms. Shiflea is involved in customer value determination processes, identifying target markets and assisting our clients in understanding their customers' needs. She works directly with the client and its customers to gather data on their experiences. Customers' perceptions about service issues combined with identification of what customers value results in better understanding of the customer. It is the basis for the design of practical plans that will improve customer service and differentiate the client organization and its products and services from the competition. Her duties include designing studies and analyzing results using statistical techniques including cluster analysis and factor analysis. Examples of her experience in this area include: ■ Customer Satisfaction Program — Salt River Project; Arizona: conducted customer interviews with developers to collect feedback regarding the utility's design and construction project; analyzed responses to identify service issues among five -subgroups of developer customers Shiflea.doc Project lifecycle Account Executive Directors 1 Script ISupervision &� Project Management Training Client Production Monitoring Tracking/PER Data Cleaning Verbatim Editing Data I Open End I Formatting Coding REBECCA SHIFLEA ■ Keys Customer Satisfaction and Loyalty Study — Utility Board of the City of Key West; Key West, Florida; survey of the utility's residential and commercial customers to ascertain current market position and customer loyalty. Follow up survey conducted four years later to track changes in customer satisfaction and update brand awareness results ■ Customer Satisfaction and Awareness Study — Fort Collins Utilities; Fort Collins, Colorado; primary research of electric, stormwater, water, and wastewater customers and their perception of the integrated utility ■ Market Position Survey - City of Dothan; Dothan, Alabama; systematic review of the utility's external and internal market position Engineering and Consulting Report Preparation Ms. Shiflea is involved in Consulting Engineer Reports and associated ordinance required reviews for several municipal utilities. These reviews typically require an assessment of the utilities financial and physical operations for the duration of the bond period. The review typically includes a determination of the condition of the physical assets of the utility, as well as a review of the utility's budgeting and planning process. Additionally, she also has been involved with report preparation for various client projects such as technology assessments and public involvement initiatives. Ms. Shiflea's project experience includes: • Consulting Engineer Report Triennial — Lafayette Public Power Authority; Lafayette, Louisiana; 3-year review of LPPA operations including generation assets, bond covenants, and revenue requirements ■ Consulting Engineer Report — Lafayette Utilities; Lafayette, Louisiana; annual Consulting Engineer's Report prepared for revenue bond resolution covenants and requirements including review of electric, water, and wastewater utilities ■ Independent Engineer Report — Lafayette Utilities; Lafayette, Louisiana; Communications System Revenue Bonds, Series 2006 ■ Renewable Technology Assessment — Greenville Electric Utility System; Texas; coordinated with ., . R. W. Beck technical experts in solar, wind, and landfill gas to provide renewable energy technology review applicable to a municipal utility located in Texas; included an initial screening of technology options and associated costs as well as availability of financial incentives and instruments such as Clean Renewable Energy Bonds and Renewable Energy Certificates ■ Big Stone II Public Involvement Initiative — Missouri River Energy Services; led the public participation and comment process as part of the Environmental Impact Statement for the development of a coal- fired generation station Presentations and Papers ■ Unmasking the Competition, Guest Speaker, RMEL, Customer Strategies Conference 2000 ■ Engineering Economics 101, Instructor, RMEL Education Course 2005 R. W. Beck, Inc. 3 No Text Ms. Cruz is a Senior Consultant with R. W. Beck, specializing in providing Energy and Water -Wastewater services in the areas of strategic planning and business communications, process improvement, marketing management, and evaluation of customer satisfaction and needs. She is fluent in both English and Spanish and has participated as a client interface, facilitator and translator on multiple domestic and international Spanish language assignments. Ms. Cruz brings a dynamic portfolio of qualifications to a variety of service areas to enhance customer service, positively impact client companies' organizational structures, implement staff training programs, evaluate rate structures, determine motivational, staffing and training ' requirements; and identify key processes in need of improvement. Ms. Cruz also has been involved in benchmarking analysis to identify .. best industry practices for municipal utilities and water authorities. Prior to joining R. W. Beck, Ms. Cruz provided organizational development and marketing analysis services on projects for banking and financial industry clients in Chile. Performance Management Ms. Cruz develops, implements and monitors Continuous Improvement Programs aimed at enhancing the performance of client companies. By tracking diverse workflows through an organization, overlapping functional responsibilities and management spans are identified to effectively reduce non- value-added processes. Ms. Cruz also participates in the development of benchmarking programs. Specific project experience includes ■ Customer Service Benchmarking Study — Fort Collins Utilities; Colorado; conducted customer service benchmarking; work included identifying customer service processes to benchmark, flowcharting these processes, developing questionnaire, determining ` organizations to participate and analyzing information obtained to improve overall customer service performance - - Lines of Business and Pricing Strategy — Brazos, River Authority; Texas; evaluated industry practices to identify potential best practices related to lines of business, service and pricing strategies; work included identifying leading authorities nationwide to conduct a benchmarking analysis and a re-evaluation of the Authorities current lines of business and potentially new business lines ■ Evaluation of PacifiCorp's Home Energy Assistance Program — Division of Public Utilities; Utah; developed set of measures to evaluate PacifiCorp's Home Energy Assistance program in Utah; reviewed existing documentation as a basis to develop the measures; assisted in facilitating interested parties input regarding potential measures; performed the calculations necessary to apply the proposed measures; Cruz.doc Patricia Cruz Universidad Javeriana de Colombia B.S. in Business Communications University of Tennessee M.B.A. in Management and Marketing Universidad Catolica de Chile M.S. in Human Resource Management PATRICIA CRUZ determined the current impact the proposed measures have on program recipients, donors and the utility; evaluated the program's current success and effectiveness against the selected measures ■ Customer Service Representative Position Review - Meriwether Lewis Electric Cooperative; Tennessee; identified position's core activities and responsibilities, performed a compensation analysis and 71 review against the market ■ Electric Distribution Services Benchmarking Study- Public Utility District of Snohomish County; Washington; compared performance data with eight benchmarking partner utilities at the corporate, tactical and functional levels ■ Electric Utility Benchmarking Study - City of Naperville, Department of Public Utilities; Illinois; j compared corporate and tactical performance measures among ten participating utilities. Work included creating the data collection questionnaire, determining organizations to participate and analyzing information obtained to produce final comparative report ■ Retail Electric Procurement - Confidential Banking Client; reviewed and updated client's nationwide office list necessary to collect annual electric load information; interfaced with electric service companies; assisted in the drafting and distribution of request for proposals (RFP) ■ Performance Management Review - Confidential Client in the Banking Industry; Chile; designed strategies to identify work flows which provided information regarding overlapping functional areas, communication gaps, and non -value added procedures; presented alternatives to improve performance; organized and trained staff to identify problem areas, analyze probable causes, develop solution plans and continuously improve their performance Customer Values Assessments and Market Planning Ms. Cruz manages customer value determination processes, which identify target markets and assist our clients in recognizing their customers' needs. These programs provide information regarding customers' perceptions regarding service issues and facilitate the development of customized strategic marketing plans. Her approach includes working closely with the client and its customers to gather data on their experiences. This analysis results in identification of what customers value and forms the basis for the design of practical plans that will improve customer service and differentiate the client organization and its products and services from the competition. Examples of her experience in this area include: ■ Customer Service Measurement System - Fort Collins Utilities; Colorado; developed a customer service -� measurement system based on critical utility service attributes customers considered valuable; work - I included conducting employee and customer focus groups and surveys and using the analysis to create a reporting format tool to register and monitor the performance of the critical attributes identified ■ Customer Satisfaction Program - Salt River Project; Arizona; conducted customer interviews with developers to collect feedback regarding the utility's design and construction project; analyzed responses to identify service issues among five -subgroups of developer customers ■ Customer Service Measurement System - Brownsville Public Utility Board; Brownsville, Texas; developed a customer service measurement system based on critical utility service attributes customers considered valuable; work included conducting employee and customer focus groups and surveys in Spanish and English and using the analysis to create a reporting format tool to register and monitor the performance of the critical attributes identified Cruz.doc PATRICIA CRUZ ■ Customer Surveying and Market Assessment— City of San Antonio; Texas; conducted customer interviews for a market assessment program to determine customer perceptions and identify potential market opportunities ■ Strategic Planning — Confidential Client in the Electronics Industry; Tennessee; developed strategic business plan for Fortune 100 company to market and distribute a new high technology product; work included identifying target markets and developing marketing strategies to create awareness and stimulate demand for the product in a competitive market ■ FMPA Customer Interviews — Florida Municipal Power Association (FMPA); Florida; conducted " interviews with key customer executives responsible for the sales, marketing and service functions of the utilities to identify market characteristics of the utilities involved in the study w ■ Telecom Feasibility Study — Azusa Light and Water; California; conducted customer interviews for a market assessment program to determine customer perceptions and identify potential telecom market opportunities Organizational Development and Planning RMs. Cruz conducts organizational reviews for companies primarily positioned as service providers. These reviews include evaluating the alignment of the organization against its strategic plan and " identifying training needs. From the information obtained, Ms. Cruz designs customized training programs focused on topics such as developing leadership skills, teamwork and customer service. She also develops internal communication campaigns to reinforce companies' key strategies. The following projects illustrate her experience in this area: ■ Customer Service Organization Review— Fort Collins Utilities; Colorado; reviewed the organizational structure of the customer service function; work included conducting employee focus groups, soliciting responses to position information questionnaires and reviewing existing documentation to identify effectiveness of the organizational structure and determine staffing requirements ■ Management and Operations Study — Lower Colorado River Authority; Texas; reviewed the organizational structure of management and administrative and customer service functions of the water and wastewater utility; work included conducting interviews, conducting an employee survey and reviewing existing documentation to identify effectiveness of the organizational structure and detennine staffing requirements ■ Assistance in the Formation of an Electric Load Aggregation Corporation — Region W Educational Service Center; Texas; interfaced with electric utilities to obtain load data; managed load data and performed analysis of load for members of the corporation; designed marketing plan and website for the political subdivision corporation; interfaced with selected retail electric provider regarding load data and _ billing history of the corporation's members ■ Operational and Best Practices Assessment — Garland Power & Light; Texas; conducted assessment of the services provided to GP&L by the City's Human Resources and the Customer Service organization; reviewed marketing activities developed by the utility; work included conducting interviews with management and staff and reviewing existing documentation provided by the utility and City departments; developed recommendations regarding staffing requirements, organizational structure and work practices of the areas assessed R. W. Beck, Inc. 3 PATRICIA CRUZ ■ Customer Service Training Program and Action Team - Bluebonnet Electric Cooperative; Texas; designed and conducted a customer service training program for 260 employees and created a team to address the issues in need of improvement identified in the training sessions ■ Management Study - North American Development Bank for Heber Public Utility District; California; reviewed the District's organizational structure and management practices; work included performing confidential employee surveys, soliciting responses to position information questionnaires, reviewing existing documentation to identify effectiveness of the District's structure and management practices and determining staffing and training requirements a ■ Management Study - North American Development Bank for La Joya Water Corporation; reviewed the Corporation's planning function to define the structure of activities involved and determine the qualifications required for this functional area; work included the review of the Capital Improvement Plan, facility plans, and additional documentation provided by the Corporation ■ Salary and Compensation Plan Review - Lafayette Utilities System, Louisiana; assisted the utility and City/Parish management in establishing a market -based compensation plan for the electric utility; collected comparative market data for analysis; wrote new job descriptions and developed new compensation schedules -1 ■ Organization Reviews - Three Confidential Clients with the Financial Community; Chile; interviewed and surveyed employees at all levels within the companies to identify training necessities, motivational requirements and the effectiveness of the existing organizational structure; developed customized training programs to reinforce the company's strategic key issues and communicate the organization's vision Rates Analysis and Customer Collection Processes On behalf of our clients, Ms. Cruz analyzes the affordability of their utility rate structures based on published affordability thresholds and comparative studies with neighboring utilities. She also evaluates collection processes and the handling of delinquent accounts. The information she derives from this analysis allows her to determine whether collection efficiency and its impact on rate increases. In addition, Ms. Cruz has conducted cost of service study and rate design studies. Projects she has been involved in include: ■ Lower Valley Water District (LVWD) Rates Analysis and Collection Efficiency Evaluation - North American Development Bank; Texas ■ City of Del Rio, Texas Rates Analysis and Collection Efficiency Evaluation - North American Development Bank; Texas ■ City of El Paso, Texas - Solid Waste Financial and Operational Analysis; El Paso, Texas; conducted a cost of service and rate design study which included the development of rates for residential, commercial and disposal operations ■ Lower Valley Water District (LVWD) Water and Wastewater Cost of Service and Rate Design - North American Development Bank; Texas; conducted a cost of service and rate study to design water and wastewater rates for LVWD's commercial and residential customers Cruz.doc PATRICIA CRUZ Electric Industry Restructuring State of Texas Ms. Cruz has assisted client organizations in tracking and reporting on activities underway at the State of Texas Public Utility Commission (PUC) and Energy Reliability Council of Texas (ERCOT) with regard to the implementation of Senate Bill 7 which effectively set in motion the state's transition to deregulated access for electricity by all retail customers in Texas. The PUC and the ERCOT were chartered to implement the new law by establishing the rules and mechanisms for the dramatic change in the industry. Ms. Cruz is involved in various activities at the state level as the implementation of the new law - continues. These activities include: ■ Customer Education Program ■ Customer Protection Rules ■ System Benefit Fund Due Diligence for Electric Transmission Projects Ms. Cruz provides assistance in due diligence assessments associated with financing or equity in transmission or generation projects by reviewing and evaluating documentation such as System Impact — Studies, Facilities Studies, Interconnection Agreements and Power Purchase Agreements to identify possible issues and produce reports with the findings. ■ International Transmission and Resource Due Diligence — Assisted in the evaluation of the technical transmission due diligence associated with financing or equity in international transmission facilities in Chile and generation assets in Thailand. The assessment included dataroom review, site visit (Chile only), supplemental analyses and an independent technical report for the purpose of assisting the client with their investment decision. ■ Wind Project Transmission Constraint Assessment - For the purpose of project financing, asset acquisition, resource siting/interconnection and/or site expansion, Ms. Cruz assisted in the transmission congestion risk assessments of numerous wind projects. The assessment considered local system impacts, inter -zonal impacts, competition for transmission, operational issues associated with wind production, future generation additions and reliability must -run generation. Multiple projects were located in the following North American Interconnect/States: ■ Eastern Interconnect: IL, IO, MN, NY, OK, TN ■ ERCOT: Texas WECC: CA, CO, ID, MT, NV, WA, WY Presentations and Papers ■ Actions Speak Louder Than Words: Playing the Customer Service Card, Guest Speaker, Texas Public Power Association, Annual Conference 2000 ■ Web Enabled Solutions, Guest Speaker, Texas Public Power Association, Annual Conference 2004 ■ Managing Your Utilities Business Culture, Guest Speaker, Texas Public Power Association, Annual Conference 2005. ,. , R. W. Beck, Inc. 5 No Text VAUGHN MO"ECAI General Manager, Discovery Research Group vmordecai@drgutah.com PROFILE General Manager and VP Data Collection with 12 years experience in research and the marketing research industry; possessing strong management, operations and project implementation skills, focused on quality data collection, meeting customer needs and establishing client relationships. EXPERIENCE VP/GM MVL GROUP DATA COLLECTION The MVL Group, September 2005 —present • Senior manager (reporting to the MVL Group President) for all data collection companies that fall under the MVL Group umbrella • Implementation of operational integration and technology practices for MVL Data Collection Companies • Manage operational costs and analyze and interpret internal financial reports • Negotiate vendor contracts and assist in lease renewals • Senior level steering meetings • Develop new product offerings and sales practices for MVL data collection companies GENERAL MANAGER Discovery Research Group, May 2004 —present • Generate revenue through new product development and partner/client relationship building. • Implement new technology that stimulates sales opportunities and improves project operations • Control Discovery Research operational costs and ensure company profitability and financial goals are met • Ensure quality data is being collected in the timeline specified • Manage Discovery Research Group quality & operations groups, sales & account teams, and telephone center management staff • Negotiate vendor contracts and lease renewals " - ACCOUNT EXECUTIVE Discovery Research Group, August 2003 — May 2004 • Prospect and establish cohesive client relationships • Respond to RFQ's and sales inquiries • Ensure client expectations are implemented appropriately • Organizational lead on client visits VP/DIRECTOR PROJECT OPERATIONS PGM, Inc., June 1996 —August 2003 • Managed team of nine project and tabulation managers, hired, trained and evaluated performance • Organizational responsibility for all research projects fielded by PGM Inc • Production, quality and operations client contact • Headed inter -departmental Production and Quality team 0 Member of information security and privacy team • Monthly staff meetings and participated in quarterly executive -level board meetings. J • Managed scheduling of data collection services. • On -site and off -site customer visits • Assisted in implementation and development of new technology RESEARCH ASSISTANT Idaho State University, April 1995 — December 1995 A • Research assistant on study that addressed suicide rates in Idaho — study funded by a grant from the State of Idaho; Department of Health and Human Services, • Gathered census data, programmed and entered data into SPSS, and analyzed results • Conducted unstructured, goal -oriented qualitative interviews with professionals in Idaho. • Coded and analyzed qualitative interviews. • Co-authored findings report RESEARCH ASSISTANT �+ Ifft Social Science Methodology Lab, and the Center for Rural Revitalization and Learning, November 1994 — March 1995 • Organized demographic profile of Idaho, displayed in poster form, mailed to businesses and government institutions statewide • Collected demographic data, participated in design and editing, and supervised distribution RESEARCH ASSISTANT Institute for Environment, Health and Safety, November 1994 — February 1995 • Participated in a content analysis addressing citizen's concerns regarding the Idaho National Engineering Laboratory (INEL). • Gathered, coded and abstracted government documents regarding environmental restoration and waste management at the INEL. • Set up focus groups targeting occupational samples in the impacted cities. EDUCATION/SERVICE SKILLS MASTER OF ARTS: SOCIOLOGY / EMPHASIS: SOCIAL PSYCHOLOGY Idaho State University, 1994-1996 BACHELOR OF ARTS: PSYCHOLOGY / MINOR: SOCIOLOGY _ Idaho State University, 1990-1994 MARKETING RESEARCH ASSOCIATION: SOUTHWEST CHAPTER Current President -Elect, Former Vice President & Editor of Cactus Call Served on chapter board, participate in organization of chapter activities. • Strong management and organizational skills • Client relationship and communication focused • Hard working, reliable and detail oriented • Excellent oral, written, reporting and presentation skills • Experienced at technical implementation and process development Analysis & refinement of benchmarking data Conduct follow up interviews Send out data collection instrument Contact potential participants Develop data collection instruments Identify potential participants Define measures and data needs Develop benchmarking objectives 8WWK DEREK A. BORSKY Account Executive, Discovery Research Group dborsky@drgutah.com PROFILE Account Executive with 10+ years experience in the market research industry; possessing strong communication and management capabilities, personal integrity, and a focus on creating customer loyalty through exceptional customer service. EXPERIENCE ACCOUNT EXECUTIVE Discovery Research Group, February 2004 —present • Full accountability of all aspects of the client relationship with assigned set of clients. • Leader of a team of project directors, programmers; Oversee coordination with telephone center staff to successfully execute market research projects. • Work side -by -side with clients to develop and execute important research studies across a wide range of industries, including automotive, health-care, pharmaceutical, food products and wireless communication. DIRECTOR OF CLIENT SERVICES Discovery Research Group, April 2003 — February 2004 • Manager of company's staff of (6) Project Directors. • Responsibilities included making project assignments, resource allocation, training and evaluation of Project Directors and resolution of customer concerns. PROJECT DIRECTOR Discovery Research Group, November 2002 — March 2003 • Single point of client contact for managing and executing market research studies. • Responsible for directing all phases of project, including project scope definition, programming, data collection and data processing/delivery. SENIOR SYSTEM MANAGER Satmetrix Systems, Inc. November 2000 — October 2002 • Leader of product implementation team to develop and build new web -based survey systems to measure and improve customer loyalty for Fortune 1000 clients. • Received the Satmetrix Production Team's award for consistently high quality, as well as receiving exemplary customer feedback through formal client evaluations each quarter (in final quarter with the firm, received 8.75 average rating from all client contacts on 0-10 scale). PROJECT MANAGER ^' PGM, Incorporated August 1996 November 2000 Worked directly with clients to design and implement market research surveys. • Functions included CATI survey programming and QA, training of survey interviewers, sample management and data analysis. • Headed the company's Data Tabulation department. SUPPORT COORDINATORISUPERVISOR PGM, Incorporated, January 1996 —August 1996 • Trained and managed large groups of interviewers in collection of market research data via telephone surveys. • Functions included data quality control, project training and employee evaluations. TELEPHONE INTERVIEWER PGM, Incorporated, August 1993 —January 1996 • Conducted telephone surveys for market research studies while attending college. 9 • Awarded company's "Top Producer" award for exceptional productivity. EDUCATION/SERVICE BACHELOR OF ARTS: POLITICAL SCIENCE / MINOR: SPANISH Brigham Young University, 1989-1990, 1992-1994 SKILLS FULL-TIME MISSIONARY i -J L.D.S. Church, 1990-1992 Served in various functions while on full-time assignment as an unpaid volunteer in Argentina for two years. - • Innovative manager and creative problem -solver • Undaunted by difficult challenges • Excellent oral and written communication skills • Fluent in Spanish speech and writing. • Capable in multi -tasking, organization, planning and meeting aggressive deadlines Why Select the R. W. Beck/ Discovery Research Group Team? • Robust research and analysis directs the Utilities on how to serve customers best and maintain world -class customer satisfaction ratings. Research findings and follow-up/refinement results in the most effective service offerings and communications. The Beck/DRG Team is close by and personally invested in helping the Utilities achieve its goals. September 26, 2006 Sent via Federal Express City of Fort Collins Attn: Purchasing Division 215 North Mason Street, 2nd Floor Fort Collins, Colorado 80524 Subject: Proposal for Market Research Services (Proposal #: P1029) Dear Members of the Selection Committee: Fort Collins Utilities enjoys some of the highest customer satisfaction ratings in the municipal utility industry. In fact, Fort Collins Utilities routinely surpass others performance in the J.D. Powers survey across investor - owned utilities as well. Fort Collins Utilities clearly perform at world -class levels. Knowing, however, that customers are volatile and express ever-increasing service expectations from providers across industry segments, Fort Collins Utilities seeks to stay constantly in touch with its customers in order to maintain/improve those high ratings. This is consistent with Fort Collins Utilities' mission and vision: To provide exceptional, customer focused utility and operation services. To become the best service provider we can be. R. W. Beck has worked with Fort Collins Utilities and numerous other municipal utilities to stay closely connected with their customers, and we are very interested in continuing to work with Fort Collins Utilities on these important efforts. R. W. Beck is pleased to submit five (5) copies of our proposal to assist Fort Collins Utilities in conducting Market Research among both residential and commercial customer segments. R. W. Beck and Fort Collins Utilities successfully performed the initial customer satisfaction market research seven years earlier. R. W. Beck, with the support of Discovery Research Group, offers extensive experience in developing and implementing an accurate survey methodology as well as actionable recommendations and specific suggestions that lend themselves to marketing and service improvement programs. To achieve this goal, Fort Collins Utilities seeks to understand the needs of their customers through residential and commercial customer satisfaction surveying, benchmarking, and presentation of these findings in a summary of deliverables. The R. W. Beck Project Team will present both Fort Collins Utilities and its employees with both topline and analyzed data that will help refine messaging, understand optimal product/service offerings, and increase customer satisfaction among residential and commercial customers. The enclosed proposal details our project understanding, proposed approach, scope, qualifications of our Project Team, proposed schedule, costs associated with the proposed services, and firm qualifications and references. We look forward to working with Fort Collins Utilities as you plan for the future. If you have any questions regarding our submittal or would like additional information, please feel free to contact me at 303.299.5248 or ladams@rwbeck.com. Sincerely, R.WW./BECK, INC. Lynn L. Adams C/ Senior Director LLA/jeb 1801 California Street, Suite 2800 Denver, CO 80202 Phone (303) 299-5200 Fax (303) 297-2811 J TABLE OF CONTENTS Transmittal Letter SECTION Statement of Understanding.................................................................................1 Consulting & Research Approach......................................................................... 2 Scopeof Services................................................................................................. 3 ProjectTeam......................................................................................................... 4 Schedule............................................................................................................... 5 Pricing................................................................................................................... 6 Firm Qualifications & References......................................................................... 7 Comprehensive Resumes....................................................................... Appendix R. W. Beck Contact: Lynn Adams Senior Director 1801 California Street, Suite 2800 Denver, Colorado 80202 303.299.5248 ladams@rwbeck.com 0 Copyright 2006, R. W. Beck, Inc., All Rights Reserved SECTION 1 STATEMENT OF UNDERSTANDING Project Understanding This proposal outlines an approach and cost estimate for market research for Fort Collins Utilities in fulfilling its strategic plan of periodic measurement of customer satisfaction. This study is a follow-up on research conducted in 1999 and 2003 and will also service to measure impacts of significant City Council policy changes enacted in the past five years. Fort Collins Utilities strives to obtain excellent customer satisfaction ratings and this study provides updated results of customer perceptions. Fort Collins Utilities is seeking the assistance of an experienced and technically competent market research firm to conduct its Market Research among both residential and commercial customer segments. In order to satisfy the objectives established by Fort Collins Utilities, the focus of this research effort will be an assessment of the Utilities' progress to its customer service and brand awareness goals based on its former comprehensive research efforts in 1999 and 2003. This research will assess the following: ■ Customer satisfaction with its four utility service areas ■ Customer satisfaction on selected service variables and comparison with previous research ■ Brand awareness ■ Perceptions of wind and other renewable options, including price sensitivity ■ Perceptions of demand -side management ■ Perceptions about water resources and conservation ■ Overall price sensitivity ■ Secondary research to provide benchmarking with other municipal utilities/cities Further, Fort Collins Utilities desires to be actively involved in this project by approving activities and methodology, and being an integral part of formulating conclusions and recommendations. Such involvement will greatly benefit the Fort Collins Utilities team. It will assure the team is thoroughly versed in the findings and ready to immediately apply findings to its utility businesses. R. W. Beck's goal is to provide well-grounded research into the customers' perspectives. We have developed a methodology that will provide accurate, unbiased information necessary as input into Fort Collins Utilities important policy decisions now and in to the future. 3P2502-1 -U nderstanding.doc 1-1