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Market ParticipantSurvey 2004

January 8, 2004

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Survey Objective

• Receive structured feedback on the perceptions and expectations of Market Participants

• Allow ERCOT to assess the organizational alignment between itself and the market it serves

• Receive feedback from multiple levels in the market

• Demonstrate that ERCOT is interested in listening to concerns and comments of Market Participants

• Ensure that ERCOT’s corporate culture includes the proper degree of service mentality

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Survey Development Process

• Selected market research firm – Opinion Dynamics

• Introduced firm to HR and Governance Committee – December meeting

• Interviewed 21 Market Participants from various levels for the development of the survey tool

• Received input from ERCOT officers and directors on the development of the survey tool

• Worked with ERCOT Client Services to identify targeted Market Participants for interviewing

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Firm Selection & Qualifications

• Sent RFP to four firms

• Used eight criteria for the selection process

• Selected Opinion Dynamics – Cambridge, Massachusetts– Pure market research firm

– Has extensive experience in the utility sector

– Has worked with NYISO for three years

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Project Plan

December January FebruaryTask Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7Send letter to 21 market participantsDepth interviews and Focus Groups with ERCOTSurvey sample developmentDepth interviews with Market ParticipantsModular Internet Survey Design and DevelopmentERCOT staff, HR and Governance Review of Modular Internet Survey

February MarchWeek 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14

ERCOT staff, HR and Governance Review of Modular Internet SurveyField Internet Survey to market participantsReceive completed surveysAnalysis and reporting

AprilWeek 15 Week 16 Week 17

Analysis and reportingPresentation of findings to ERCOT

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What We Plan To Do With The Survey Output

• Present survey results to ERCOT Board, market committees, and ERCOT staff

• Identify patterns or themes associated with root causes

• Develop method to move the customer service “meter” to a higher level

• Establish a dialogue with Market Participants on prioritizing action items

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Questions?