1. SCE Disconnect Moratorium Results
Presentation to LIOB
January 26, 2010

2. Topics SCE Terminations of Residential Service Outreach Results
Disconnect Moratorium Results
Key Initiatives

3. SCE Terminations of Residential Service in 2009
Total
CARE
Customers
(With Submetered)
Total Residential
Non-CARE
Service
Terminated
Reconnected %
Jan
1,117,274
29,017
22,747
78.4
9,240
6,748
73.0
19,776
15,999
80.9
Feb
1,124,863
27,273
22,228
81.5
9,247
7,028
76.0
18,026
15,200
84.3
Mar
1,146,691
32,247
25,781
79.9
11,057
8,245
74.6
21,190
17,536
82.8
Apr
1,161,348
30,996
25,937
83.7
10,936
9,419
86.1
20,060
16,518
82.3
May
1,165,197
27,391
22,891
83.6
9,809
8,350
85.1
17,582
14,541
82.7
Jun
1,173,681
29,489
23,856
11,019
9,103
82.6
18,470
14,753
Jul
1,184,652
26,018
21,463
82.5
9,452
7,977
84.4
16,566
13,486
81.4
Aug
1,196,535
24,546
19,516
79.5
8,966
7,269
81.1
15,580
12,247
78.6
Sep
1,205,516
28,673
22,349
77.9
11,145
8,813
79.1
17,528
13,536
77.2
Oct
1,207,490
26,936
22,148
82.2
10,189
8,476
83.2
16,747
13,672
81.6
Nov
1,227,675
20,082
15,935
79.3
7,453
5,952
12,629
9,983
79.0
Dec
1,235,123
11,637
9,650
82.9
4,417
3,621
82.0
7,220
6,029
83.5
Footnote: SCE has modified its reestablishment of credit deposit fee to be based on two times the average monthly bill. SCE does not require re-establishment of credit deposits from customers who pay their bill late; however, SCE does require a deposit from customers whose service has been disconnected. SCE modified its reconnection policy at the end of 2008 and will restore service to customers following disconnection without payment of the deposit. SCE bills the required deposit and offers customers extensions and payment arrangements. The average percentage of DCARE customers reconnected and requested to pay a deposit was 64%, while Non-DCARE was 75%.

4. SCE Outreach Results 2009 YE compared to 2008 YE
10% decrease in Non-CARE customer disconnections (as a percent of population)
5% decrease in overall (total) residential disconnections
3% increase in CARE customer disconnections (as a percent of population)
12% increase in CARE customer population
4% decrease in Non-CARE customer population
18% increase in CARE customer bill payment assistance
10% increase in Non-CARE customers granted bill payment assistance

5. Disconnect Moratorium Results
December 15, 2009 through January 21, 2010
During the disconnection moratorium SCE tested new measures to help reduce disconnections:
Suspended mailing Final Call notices to at risk customers during disconnect moratorium
Enhanced VRU outbound calls to encourage customers to call for payment assistance
Customer representatives attempted to make direct contact with at risk residential customers
Increased outreach: press releases, notices to CBOs and FBOs, social media, bill messages, and banner ads on sce.com.
December 2009 compared to December 2008:
Results suggests:
Overall, increased outreach resulted in 25,000 more payment arrangements and extensions in the month of December 2009 (199,000) compared to December 2008 (174,000)
Customers respond to final call notices which prompt payment or contact with SCE for payment arrangements
Moratorium
Standard Practice
Objective:
Explore potential opportunities to reduce customer disconnections
Increase customer contact with those eligible for disconnection to urge them to seek bill payment assistance
Educate customers, and provide access to, available programs to help pay and/or reduce their bills (CARE, FERA, EAF, LIHEAP, 211)
Reduce disconnections through increased communication
Provide payment arrangements and energy solutions to suit the individual needs of each customers

6. 2010 Key Initiatives Near Term: Long Term:
Increase customer contact and elevate customer awareness through existing communication channels:
Bill messaging
SCE.com website
E-notification enhancement / online billing
SCE.com “My Account” at sign-in screen
Distribute Resource Guide to APAs, community outreach events, and other assistance agencies
Continue education about the use of SCEs APA when in jeopardy of disconnection
Modify deposit requirement from twice the maximum monthly bill to twice the average monthly bill
Increase minimum disconnect threshold to $50
Enhance VRU scripting to include request for at risk customers to contact SCE for bill payment assistance
Long Term:
Comprehensive review of all customer communications, including collection notices, to identify areas of improvement
Conduct further in depth analysis of customer focus group data to examine possibilities of customer suggested options

7. Appendix

8. SCE Outreach Strategy

9. SCE Works Aggressively to Increase Customers’ Awareness of Economic Assistance Programs
Conduct outreach events at schools and churches
Integrated Outreach to Help Customers
Faith Based Organizations
Grassroots/ Community Based Organizations
Online
Direct to Consumer
Advertising
Partnership
Employees Ambassadors
Conduct outreach events
Target Ethnic communities
Community involvement and outreach
CARE Capitation Agencies
Corporate grant recipients targeting underserved populations
Employee Information
Handouts/flyers
Employee website
Retail
City/Government
Energy Leaders Program
SCE.com
solicitations
Online advertising
Social Media
Advertising
Media Relations
Ethnic Media
Retail Advertising
Bill messages
Direct Mail
Events
Handouts/flyers

10. SCE’s Message to Customers at All Levels: “Contact us and we will work with you!”
METHOD OF
COMMUNICATION
SOLUTIONS
MESSAGE
All Customers
High Bill Helper/
Energy Mgmt
CARE/FERA
Payment Arrangements
Integrated outreach effort through traditional and
non-traditional
vehicles
Smart energy management will decrease your bill, and
if you or someone you know are having trouble paying your bill, we can help.
Broad
Past-Due Bills
High Bill Helper/
Energy Mgmt
CARE/FERA/LIEE
Payment Arrangements
Energy Assistance Fund
2-1-1 Assistance
Prominent message
on bill
If you are having difficulty paying your bill, contact SCE today to make payment arrangements and for economic assistance.
Disconnect Process
Three attempts to contact customer:
-Outbound call
-Mailed notification
-Courtesy call
You can avoid costly fees associated with disconnection; there is still time to make payment arrangements and sign up for economic assistance.
Targeted

11. Customer Outreach: Ethnic Media
: “Southern California Edison Reaches Out to Help Customers With Their Bills”
Hispanic Consumer Market
La Opinion
La opinion Online
KMEX TV Univision 34 “A Su Lado” Telethon
KPMR-TV Univision 38
El Clasificado
El Clasificado Online
Asian Consumer Market
Korean Daily
KWRM AM 1370 Chinese
Siam Media – Thai
Taiwan Daily News – Chinese
Taiwan Daily News Online
Korea Times
Korea Times Online
Chinese Daily News
Chinese Daily News Online
Viet Bao Daily News
Viet Bao Daily News Online
Viet Herald Daily News
Radio Seoul 1650 AM – Korean
Daily Sports Seoul – Korean
Daily Sports Seoul Online
Epoch Times Online – Chinese
Asian Journal – Filipino
Asian Journal – Online
Balita Media – Filipino
Balita Media Online
California Examiner – Filipino
Viet Weekly – Vietnamese
Korean Sunday News
India Journal
India Journal Online
India West
Javanan International Persian
Pakistan Link
Pakistan Link Online
Saigon Times – Vietnamese
India Post Online
The Twon News – Korean
Angkor Borei News - Cambodian
African American Consumer Market
Black Voice News
Blackvoicenews.com
Inland Valley News
San Bernardino American
Sbamerican.com

12. Customer Outreach: General Market Media
: “Southern California Edison Reaches Out to Help Customers With Their Bills
Everything Long Beach
TD Ameritrade
FOX Business News
Pasadena Star News, San Gabriel Valley Tribune
Los Angeles Times
MSN Money
San Bernardino Sun
KPCC
KNX
KVEA Santa Barbara
Riverside Press-Enterprise
Research & Policy Institute of CA
United Way of Orange County
United Way of Norco-Corona
San Gabriel Valley Tribune
Everything Long Beach
Desert Sun
: “Edison International and Employees Donate More Than $700,000 to Help Customers Pay Electric Bills”

13. Customer Outreach: Twitter
Re-Tweets
Original Tweet

14. 2010 Initiatives to Increase Customer Contacts
Partnerships
Schools
Legislative Offices
Faith Based Organizations
Grass-Roots Organizations
Retail Store Integration (Best Buy/Sears)
SCE Solutions
Whole Neighborhood Approach
Targeted E-blasts
SCE on Social Media Networks
Online Enrollment and Payment Arrangements/Extensions
Energy Walks

15. 2010 Initiatives to Improve Customer Communication Strategies
Partnerships
Consumer Advisory Panel
APA Expanded Services
SoCalGas CARE Data Sharing
Foreclosure Clinics
Corporate Grant Recipients and other Community Based Organizations
SCE Solutions
Establishing a Preferred Method of Contact
In-Bound and Out-Bound Calls

16. 2010 Initiatives to Provide Customers Relevant Information
Partnerships
Media Relations & External Stakeholders
SCE Expanded Communications
Providing More Information in Welcome Brochure
CARE Line-Item on Bill
SCE Solutions
Expanding Online User Experience
IVR Messaging to Targeted Customers
IVR Messaging to CARE Customers

17. 2010 Initiatives to Expand Payment Policies to Assist Customers in Need
SCE Expanded Communications
Improved Information in Late Payment Notices
Improved Communication of Payment Plans
SCE Solutions
Reduced Deposit Amounts
Flexible Payment Options