How do customer journeys regarding energy investments look like?

Nico Nieboer, Ad Straub

Research output: Chapter in Book/Conference proceedings/Edited volumeConference contributionScientificpeer-review

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It is generally acknowledged that the existing housing stock plays a vital role in attaining national and international energy efficiency targets. As for new building, mandatory regulations can be (and are) developed to attain energy-efficient homes, but energy improvements in the existing stock are, because of property rights, strongly dependent on the voluntary cooperation and participation of the owners.

For many years, governments have been developing instruments for stimulating energy investments among homeowners. This is a subject of persistent concern, as many regulations and policy initiatives are not very successful, and good examples are scarce.

Particularly regarding the owner-occupied sector, the term ‘customer journey’ is frequently used to denote the decision-making process from an initial interest in a good or service towards the purchase of it. The process is rarely straightforward and can have many pitfalls; there is a high risk that a willingness to invest is eventually not materialised in actual investments.

On the basis of literature review, this paper outlines what the notion of a ‘customer journey’ includes. How can be process be described and analysed? What are the ‘stops’ in this journey, where critical decisions are taken? What kind of decisions are these? Which types of journeys can be distinguished? The paper reviews models and designs for customer journeys and addresses the policy implications.
Original languageEnglish
Title of host publicationConference papers of the European Network for Housing Research (ENHR 2018)
Subtitle of host publicationMore together, more apart: Migration, densification, segregation
Number of pages10
Publication statusPublished - 2018
EventENHR Conference 2018: More together, more apart: Migration, densification, segregation - Uppsala, Sweden
Duration: 26 Jun 201829 Jun 2018


ConferenceENHR Conference 2018


  • homeowner
  • energy investment
  • decision-making
  • customer journey
  • the Netherlands

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