2010 CARE Recertification and Post-Enrollment
Verification (PEV) Non-Response Study
FEBRUARY 27, 2012
PREPARED FOR:
www.travisresearch.com
12-022
(02-22-12)
WHAT IS CARE?
CARE (California Alternate Rates for Energy)
The CARE program provides a monthly discount on energy
bills for income-qualified households and housing facilities.
Qualifications are based on the number of persons living in
the home and the total annual household income.
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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CARE PROGRAM GUIDELINES
 PG&E bill in customer’s name
 Live at the address where the discount will be received
 Not claimed as a dependent on another person's income tax return (other
than spouse)
 May not share an energy meter with another home
 Household meets the program income guidelines
 Customer must notify PG&E if the household no longer qualifies for the
CARE discount
 Customers may qualify for the CARE program if:
1) They participate in any of several public assistance programs (e.g.,
Medicaid, Medi-Cal, Food Stamps), or
2) Household income meets the program income guidelines (adjusted
depending on household size).
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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CUSTOMER CHURN AT KEY TOUCHPOINTS
1. Post-Enrollment Verification (PEV)
2. Recertification

Approximately 4% of enrolled
customers selected for PEV
annually

Enrolled customers required to
recertify every two years (or four
years if on fixed income)

Required to provide proof of
income or participation in other
qualifying program within 90 days

Can
complete
recertification
application or recertify via
automated phone call

Process: Letter  Reminder call
at 45 days  Reminder letter at
60 days

Process:
Letter  Monthly
automated phone calls  Final
reminder letter

If no response within 90 days,
removed from program


In 2009, 34,000+ selected…47%
did not respond…6% responded
but didn’t qualify
In 2009, 317,000+ requested to
recertify…82% successfully
recertified…nearly 18% did not
____________________________
Note:
Communication in four languages: English, Spanish, Mandarin/Cantonese, Vietnamese.
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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RESEARCH BACKGROUND / OBJECTIVES

PG&E continually looking to maximize participation in CARE program.

PG&E interested in better understanding the reasons for losing customers at:
1. Post-Enrollment Verification (PEV)
2. Recertification

Research Objectives:
•
Uncovering root causes that lead to being dropped from CARE (either through
Recertification or PEV)
•
Identifying ways PG&E can overcome barriers to Recertification/PEV fulfillment
•
Determining how to make processes easier.
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
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METHODOLOGY

48 telephone interviews, across three languages:
English
Spanish
Mandarin/Cantonese
TOTAL

Post-Enrollment
Verification
(PEV)
8
8
8
24
Recertification
8
8
8
24
Total
16
16
16
48
Conducted August 19 – October 7, 2010
Screening:

At least jointly responsible for reviewing/paying household’s energy bills

Minimum age of 18

Household formerly enrolled in CARE, but not now

No household member who ever worked for PG&E

(Spanish and Chinese language respondents) screened to ensure comfort speaking as their
native language. (Speak it exclusively or at least most of the time.)
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
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QUALITATIVE DISCLAIMER
NOTE:
Qualitative interviews seek to develop insight and
direction rather than to provide quantitatively
precise or absolute findings. This is due to the
limited size of the sample of respondents and the
means by which they are recruited. It must be
understood that the results reported here are
qualitative in nature and not necessarily
projectable to a larger population.
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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Detailed
Findings
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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INITIAL AWARENESS OF CARE PROGRAM

PG&E is most frequent source of CARE program awareness:
Insert in
Monthly Bill
PG&E Employees at
Payment Center
PG&E Telephone
Customer Service
“I called (PG&E) because my bill was so high. It was never that high (before) and I didn’t
know how to pay it. The lady on the phone told me about the program and said if I qualified it
would help me.” (Chinese Non-Recertification)

Minor awareness sources:
•
Receiving a phone call from (presumably) PG&E
•
Neighborhood canvassing
•
Brochures at community event
•
Welfare department
•
Friends/family.
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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INITIAL AWARENESS BY ETHNIC GROUP

CARE awareness sources differ by ethnicity:
English Speaking
• Bill inserts
“I think it came in
the bill. It was an
insert in the bill
explaining the
program. It came
several times and
finally I read it.”
(English NonRecertification)

Chinese Respondents
• In-language media
sources (Chinese TV,
radio, newspapers)
“I went online when I
heard about it on the
radio, Chinese radio.”
(Chinese PEV)
Spanish Speaking
• In-person at PG&E
(when paying bill)
“I got a bill for $300
and I couldn’t pay it
all. I went to the
PG&E office. They
said I might qualify.”
(Spanish NonRecertification)
Friends and family are common sources across cultures.
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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APPLICATION PROCESS

CARE customers complete the application through various methods:
Majority Use Mail
Phone Call With
PG&E Rep
Over the Phone
(Especially Chinese,
In-Language)
At PG&E
Payment Center
(Especially Hispanics)
(A Few)
Online
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
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APPLICATION PROCESS EASE OF USE

Reaction to application process
•
Clear and simple
•
Some (non-English) require
family/friend assistance (one
since she cannot read)
“It was about two years ago (Interviewer: How easy was
it?) They were in Spanish and they were easy to
understand. I had no problem filling them out.”
(Spanish PEV)
“I think they sent me something in the mail…really don’t
remember. I think I took it to the PG&E office and filled
it out in person. They helped me some.” (Spanish NonRecertification)
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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IMPRESSIONS OF THE CARE PROGRAM

Generally quite positive
•
Tough financial times
•
Frees money for other uses
“In these financial times it’s
hard to heat your home if you
don’t have the money. It helps.”
(English Non-Recertification)
“It’s good for me because I’m
really struggling. I have cancer
and can’t work much. I made
less than $25,000 last year.”
(English PEV)

Modest perceived disadvantages… hardly
any.
•
Regret that they no longer qualify
•
Perception that income ceiling is too low
•
Having too many earners in the home
“It’s their selection process. Who gets
to sign up for it and who doesn’t? They
dropped us because they said we were
making too much even though we’re
unemployed. They decided our income
was too high. I still can’t pay the bill.”
(English PEV)
P.21
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
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DEFINING THE CARE PROGRAM

Few can define CARE in detail

Some confusion

•
Some confuse with Energy Savings Assistance
Program (ESAP)
•
Others associate with Medical Baseline Assistance
•
Amount of discount
About half understand the program has tiers
•

“Someone called and said they were
going to be in the neighborhood. They
wanted to come and check out my house.
Check the windows and things like that.”
(English Non-Recertification)
“I think they subtract about
(Spanish Non-Recertification)
50%.”
Only a few accurately cite the income levels
Most – especially PEV – unclear regarding the length
of the program
•

“I know it’s for people with low income. It
helps you pay your gas and electric bill.
It’s something that’s going to help them.”
(Spanish PEV)
Some say participation is indefinite as long as still
income qualified
“Up until my income exceeds the
standard.” (Spanish Non-Recertification)
Non-Recertification respondents generally understand
you need to recertify after one or two years.
•
Several believe there is no limit
“It’s for life. I can’t tell you for sure.
Maybe it’s for life.”
(Chinese NonRecertification)
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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RECALL OF RECERTIFICATION / INCOME VERIFICATION


Nearly all recall receiving recertification/income
verification communication via mail.
“I received a letter that I had to provide some
income information and then I felt my income did
not qualify so I didn’t send it in.” (Chinese PEV)
Some recall receiving phone calls from PG&E.
•
Non-English speakers less likely to mention.
“I got lots of phone calls asking me to re-enroll.”
(English Non-Recertification)
“They called to see if I applied. The person who
called did not speak much Spanish. She asked
me about my household. (Interviewer: What
else?) How much money I made.” (Spanish NonRecertification)

One or two say they never received the recertification communication.
“They said I would be getting an application
every year to re-qualify. They didn’t send it to me
this year. For the past 4-5 months my bill came
high. I called and they sent me an application. I
filled it out and returned it right away but I heard
nothing.
I sent them three applications.”
(Spanish PEV)
P.27/28
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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CLARITY OF COMMUNICATION

Most seem to find the forms straightforward.

A few find them challenging.

There is frustration expressed regarding the income
verification form and the number of documents
required.

At least one person found the PEV language
confusing.
“No, it wasn’t clear. It was in Chinese (and) some
(questions) I could understand, some I could
not.” (Chinese PEV)
“They said later that I had to provide proof of
income. I didn’t understand. I called PG&E and
couldn’t get through. The unemployment said
you are in this bracket and can enjoy these
programs.” (Chinese PEV)
“Put your requests in English. Not governmental
lingo. Make it easier.” (English PEV)
P.29
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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REASONS NO LONGER IN PROGRAM

A majority say they have higher income now.
•
Unemployed now working
“I was unemployed for about a year but now I have income.
(Interviewer: Did you check the tables or just assume?)
Once I heard the recorded phone message that listed the
brackets, I knew I was over.” (English Non-Recertification)
•
Working full-time
“When I first came to the country I had only part-time work.
Now I have full-time.” (Chinese Non-Recertification)
•
Fewer people in household (thus
more challenging to qualify with same
income)
“I’m not qualified because my kids don’t live here anymore
and my income is too high.” (Spanish Non-Recertification)
•
Additional bread winners added to
home
“I got married and now he is a part of my household. We
don’t qualify any longer.” (English Non-Recertification)
P.31
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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OTHER REASONS NO LONGER IN PROGRAM

Fear that reporting could lead to legal
problems
“When I filled it out, it made me think I may have legal
problems. (Interviewer: Why is that?) I don’t think I
qualify because my four kids are gone from the house. If I
apply and don’t qualify, PG&E might think I lied.” (Spanish
Non-Recertification)
“The program is a good offering...people’s lives change
and may not need the help anymore. I like to be selfsufficient. I don’t like to try new things. I’m kind of afraid.
What if I don’t qualify? I don’t want to be in trouble with
the law. No legal hassles.” (Spanish Non-Recertification)

Apprehension that CARE participation will
jeopardize other program benefits
“We are trying to get the medical benefit because our son
is on a respirator at night. We applied for CARE too and
got the benefit, but now they are asking for all this
information. I haven’t sent in the income documents; I am
confused about what to do.” (English PEV)

Energy bill lower and benefit too modest
“My bills are pretty small now. I don’t know but if the bills
were higher I would try to qualify. (Interviewer: How high?)
Maybe $150.” (Spanish Non-Recertification)
P.32/36/33
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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OTHER REASONS NO LONGER IN PROGRAM

Preference for conservation
over financial assistance

Customer providing insufficient
information

(continued)
“I just try to economize. I use the fan instead of the AC, I wash
clothes at night, open the windows in the evening. I don’t want to get
in trouble for accepting aid.” (Spanish Non-Recertification)
Interviewer: Why do you think you are no longer in the program?
Respondent: “Probably because I didn’t give them enough
information. They haven’t asked for more. (Interviewer:
Would you fill out the form again?) Of course if it
meant it would lower our bill.” (English PEV)
Concern that information may
be mishandled
P.33
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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RATIONALE FOR NOT SUBMITTING PAPERWORK

(As noted) Belief they no longer
qualify
“I just didn’t fill out the application because I didn’t think I
qualified. Why should I bother?”
(Spanish NonRecertification)
“I received a letter that I had to provide some income
information and then I felt my income did not qualify so I
didn’t send it in.” (Chinese PEV)

General excuses such as apathy,
misplacement of paperwork, too busy
P.33/34
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
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RATIONALE FOR NOT SUBMITTING PAPERWORK
(continued)
PEV customers provide additional reasoning:

The time-consuming process
“It takes a lot of time…I don’t want to use a lot of time.”
(Chinese PEV)
“There are too many forms to fill out. You fill out the first form
then they send you more. It’s too much.” (Chinese PEV)

Tax returns not readily available

Self-employment income more difficult
to verify

With multi-wage earner households,
harder to obtain income documents
when filing separately
“First of all, the form should be simpler. The requirement of
the income tax is hard to get for the other people in the family.
They are not always present so it’s hard.” (English PEV)

Concern regarding public disclosure
“The income request is okay…but there is a lot of personal
info. If you give it, it may not be used correctly.” (Chinese
PEV)

Having to supply new information not
previously provided
“They did ask about income. (Interviewer: Did you send?) Yes
they asked me for my Social Security number and I don’t have
one.” (Spanish PEV)
“My taxes aren’t done. I filed an extension. When I have them
I’ll apply again.” (English PEV)
P.34/35/36
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
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PAPERWORK SUBMITTED BUT NO RESPONSE FROM PG&E

A significant number have returned the
form, but have not received a response
from PG&E
“Yes, I filled it out. I never heard anything back. I sent it
back and I am still waiting.” (Spanish PEV)
“I sent the form in with all the paperwork. I called PG&E and
they said they hadn’t received it. Last month, I got a really
high bill. It came to $150. We went to PG&E and they sent us
another form.” (Spanish PEV)
“I sent it out but never received a response. I didn’t make a
phone call because I don’t speak English.” (Chinese PEV)
“I sent the form by mail and heard nothing. Then I faxed it,
finally I took it to the PG&E office, but I still have not heard
that I am in the program.” (Spanish PEV)
P.34/17/18
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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ENHANCING THE RECERTIFICATION / PEV PROCESS
Improve the Form Process

Execute via phone instead

More info to apply online

More visually distinctive
“Put ‘CARE Status’ or ‘Time to
Renew’ on the envelope so it
doesn’t look like junk mail.”
(English Non-Recertification)

Include with the bill
“Don’t have the notice
separate. Put it right on the
bill. Other papers get misfiled
or thrown away.” (English
PEV)
More Personal Attention
(especially Non-English PEV)

Verbal over written communication

Assurance that information
is safe-guarded

In-person process

More personal involvement
“If someone had called and
talked to me about it, it
would have helped.”
(English PEV)
“People don’t have time.
People who are low income
don’t know how to read or
write. By phone it would be
easier. Call and explain the
program. Many people think
(that because) they are
illegal (they) won’t qualify.
Mexicans are used to having
things explained to them.
But they also have dignity
and don’t like to ask for
help.” (Spanish PEV)
Better Promotions

Advertising (mostly mentioned by Chinese)
“Advertise on the TV,
Sing Tao radio 1415.
(Interviewer: Anything
else?) Have a sample
application in the
newspaper.” (Chinese
Non-Recertification)

Program Alterations

Raising the income
tiers

Less
documentation –
especially PEV
“I don’t think they
should ask for so
many documents.”
(Chinese PEV)
Participant testimonials
“They could ask
customers to be in
commercials…” (English
Non-Recertification)
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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Key Conclusions
and
Recommendations
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
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KEY CONCLUSIONS

CARE very well received

Paperwork with PG&E generally clear and understandable

Many reasons for lack of CARE participation. Major causes:
•
Higher/non-qualifying income
•
Fear/apprehension of sharing information – especially among Spanish-speaking
•
General excuses (apathy, discount not enough to justify)

PEV paperwork creates additional hurdles (time-consuming, tax return accessibility,
etc.)

Significant number unsure of status since lack of communication from PG&E

Several suggestions for improving the Recertification/PEV process:
•
Improving the form process (e.g., phone/online)
•
More personal attention
•
Better promotion
•
Program alterations (e.g., raising income tier)
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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RECOMMENDATIONS

Ensure customers are notified regarding receipt and status of application

Expand the list of acceptable “proof of income” documentation

Provide expanded explanation for financial documentation request and communicate measures in place to safeguard customer privacy

Modify the bill so CARE discount more prominent

Promote online and IVR recertification

Given higher level of apprehension among lower-income Hispanics, re-double
efforts:
•
Bi-lingual service reps in payment centers
•
In-language testimonials (available via phone or online)
•
Pilot program using targeted live calls to address outstanding concerns
•
Promotion of existing helpline telephone number
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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CARE
2010 CARE Recertification and Post-Enrollment Verification (PEV) Non-Response Study ~
Presentation of Findings
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