Tag: Customer Engagement

Engaging communications are not just a tool for day-to-day interactions — they’re an investment in your utility’s future, driving satisfaction, loyalty and participation across programs. As customer expectations shift toward proactive, digital and personalized communications, utilities face the opportunity to create meaningful touchpoints that not only keep customers informed but also foster stronger, long-term relationships. Utility customer engagement depends on having an active role in your customers’ lives.

An effective communication strategy can increase customer awareness and participation in programs, support education efforts and improve the perception of your utility within the community. But achieving this success goes beyond simply delivering messages; it requires developing content that resonates with specific customer segments, using data as a guide and choosing the right communication channels to maximize utility customer engagement. As utilities across the country adopt advanced metering, renewable energy programs and other forward-thinking initiatives, investing in clear, accessible and engaging communications has never been more critical.

Customer-Centric Messages Drive Utility Customer Engagement

Today’s utility customers expect more than just reliable service. They want meaningful, transparent communications that show their utility understands their needs and is working to better serve them. Crafting customer-centric messages means focusing on clear, empathetic language that addresses common pain points, such as high bills, energy and water usage and ways to save money. A customer-centric approach reassures customers that their concerns are understood and prioritized, fostering a strong foundation of trust and driving utility customer engagement.

Developing segmented messaging strategies is one way to make sure your utility caters its communications to different customer groups. For example, high-energy users might appreciate tips on energy efficiency and seasonal savings, while new water customers might need an introductory welcome guide to your utility’s services and programs. By personalizing outreach based on customer segments, you ensure each message feels relevant and valuable. This personalization also ensures your utility addresses specific questions and proactively solves issues before they arise.

In addition to tailoring content, transparency is key. For example, you could provide an easy-to-follow video explaining balanced billing, like Questline Digital developed for PSEG Long Island.

Maybe your utility delivers upfront information about rate changes or prompt updates during outages or service disruptions. When choosing the type of communication to prioritize, it’s important to understand your customers’ pain points and potential challenges. Showing customers that you understand these challenges and are actively working toward helpful solutions will lead to a more positive utility customer engagement experience. Additionally, when customers see their utility’s commitment to clear, honest communication, they’re more likely to view their utility as a trusted partner.

Maximizing Customer Engagement with Multi-Channel Communications

To ensure a strong and secure future for your utility and customers, it’s important to prioritize reaching customers effectively and meeting them where they are on their preferred platforms and channels. A multi-channel communications approach keeps your messages accessible and impactful, whether customers interact with you through email, social media, text messaging or a mobile app. Each channel has unique strengths and allows customers to choose how they prefer to engage with your utility. By diversifying your approach, you increase the chances that your message will reach customers in a way that’s both convenient and memorable, thus continuing to drive utility customer engagement.

Additionally, consistency is imperative when using multiple channels. Regardless of the platform, each communication should reflect the same tone, messaging and call-to-action to give customers a cohesive experience across touchpoints. This unified approach builds recognition and trust as customers come to recognize and anticipate your utility’s unique voice. For example, if you’re running a winter preparedness campaign, the same key points can be echoed through emails with seasonal tips, social posts with quick reminders and texts with links to emergency resources. Consistency across these channels reinforces your message and keeps it top of mind.

Finally, a multi-channel approach opens the door to valuable data that will help your utility continue to invest in its customers. By tracking utility customer engagement rates across different platforms, you can learn more about where and how your customers prefer to engage, helping you to define the proper methods for outreach. If a particular group of customers is highly responsive on social media but not as active on email, that insight can guide your next campaign. Using data to continually adjust your multi-channel strategy allows your utility to maintain high utility customer engagement levels and continuously improve customer satisfaction.

Leveraging Data to Drive Engagement

Data is one of the most powerful ways your utility can invest in its future. It helps you better understand customer behaviors, preferences and needs, which in turn helps you better strategize your communications to drive utility customer engagement. Analyzing data from various areas, such as program sign-ups, energy or water usage patterns and social media, allows you to uncover utility customer engagement trends and tailor outreach accordingly.

For example, if data shows that customers prefer text updates about power outages or service interruptions versus email communications, your utility can proactively develop and send SMS messages with alerts and resources. Leveraging this type of data empowers utilities to address specific customer needs, further driving utility customer engagement, satisfaction and trust.

Additionally, reviewing data helps utilities better understand exactly who their audience is and what they need. No two customers are the same, and data-driven insights allow for more personalized approaches to communication and utility customer engagement. Segmenting communications based on customer needs and interests will continue to drive utility customer engagement as you provide acutely relevant information and resources.

For example, FirstEnergy was able to deliver very personalized communications through Questline Digital’s SmartVX personalized video program. The utility wanted to increase awareness and enrollment in state and federal financial assistance programs. Using SmartVX, FirstEnergy delivered relevant, personalized information to customers about programs they were eligible for.

Each video was customized with an introductory mention of the FirstEnergy operating company, the account holder’s name and information on one or more financial assistance programs that could be a great fit for their needs. Spanish versions were also created to engage with FirstEnergy’s diverse customer base. The videos were highly successful, achieving a 6.2% engagement rate in program enrollments in 2024, resulting in a 2% increase in engagement from the previous year.

Data also allows your utility to see the effectiveness of your communications, helping you continuously improve your strategy. Tracking metrics like open rates, click-through rates and customer satisfaction scores gives utilities real-time feedback on what’s working and what isn’t. This information will help your utility continue to invest in things that are working and put time, energy and attention toward new activities when something doesn’t prove successful. This flexibility will help drive increased utility customer engagement and satisfaction in the long run.

Utility Customer Engagement — Worth the Investment

Investing in utility customer engagement isn’t just about driving immediate results but building long-term trust and loyalty. For utilities, engaged customers are more likely to enroll in new programs, embrace digital tools and positively respond to rate changes or service updates. Every interaction becomes an opportunity to demonstrate value, provide meaningful support and strengthen the customer relationship.

In today’s world, a commitment to customer engagement is a commitment to future success. By investing in communications that prioritize the customer experience, utilities can stay ahead of changing needs and ensure their services continue to meet the highest standards of satisfaction and reliability. The returns on this investment are clear: stronger, more engaged relationships with the customers and communities that utilities serve.

With Questline Digital’s support, investing in engaging communications becomes a smart investment in your utility’s long-term success.

Utility marketing requires more than just traditional billing inserts or generic emails to communicate with customers.

Whether you’re looking to reach residential customers, business customers or low-income households, each group has unique needs, preferences and expectations. To successfully engage with a diverse audience, utility marketers must develop a comprehensive utility marketing strategy that delivers relevant, timely and personalized communications.

Learn more about how you can create an effective utility marketing strategy that speaks to different customers, fosters trust and achieves utility goals. 

Get Personal with Customers in Your Utility Marketing Strategy

Personalization is essential for marketing utilities and creating meaningful customer connections. In fact, over 70% of consumers expect personalization and are dissatisfied when a company doesn’t tailor its messaging. By understanding a customer’s needs and preferences, utility marketers can send impactful communications that are relevant, timely and useful.

Using data and customer preferences in your utility marketing strategy helps to create tailored messaging that meets the specific needs of each customer. Personalization builds trust and encourages customers to take action, whether enrolling in financial assistance, signing up for My Account or participating in demand response programs.

How to personalize utility messages:

• Start by gathering insights into your customer base through surveys, analytics and feedback.
  
• Segment your customers based on factors such as demographics, energy usage, financial situation or preferred communication channels.
  
• Experiment with personalization in various communication channels, like email campaigns, newsletters and bill inserts.

FirstEnergy used Questline Digital’s personalized video solution, SmartVX, to increase customer awareness and enrollment in state and federal financial assistance programs. The videos used customer data to deliver highly targeted, customized messages to each customer.

Each SmartVX video was customized with an introductory mention of a customer’s FirstEnergy operating company, the account holder’s name and information about one or more financial assistance programs. The SmartVX videos were highly successful, with a 70.5% watch rate and 4,802 call-to-action (CTA) clicks, showcasing the power of personalization.  

Be a Trusted Energy or Water Expert

Customers look to their utilities for more than just power — they want insights, advice and solutions. Marketing utilities is about being a trusted resource, not simply an electric, natural gas or water provider.

As energy and water consumption becomes more complex with the rise of renewable energy, electric vehicles and smart technologies, utilities have the opportunity to position themselves as trusted experts. That’s why customer education is an important objective of any utility marketing strategy.

One of the most important roles a utility can play is helping customers reduce their energy or water usage. While many customers are interested in cutting down their bills, they often don’t know where to start. Educating customers empowers them to make informed decisions and builds stronger relationships.

Provide accessible educational resources in your utility marketing strategy, including:

• Online calculators: Let customers estimate their energy or water usage and potential savings from efficiency upgrades.
  
• Energy-savings tips: Share advice on reducing consumption during peak seasons, like using smart thermostats or low-flow showerheads.
  
• Energy and water audits: Offer professional assessments for both residential and business customers, helping them identify areas where they can improve efficiency and save money.

For Nashville Electric Service (NES), educational content is an important element of its utility marketing strategy. The communications team educates customers about ways to save ahead of the winter and summer seasons. Many customers are unaware of the connection between high energy bills and outside temperatures. The utility’s well-received weather alert campaign provided vital energy savings and safety tips before a summer heatwave.

Additionally, NES engages customers around the holidays with festive and informative educational content. In November and December, the utility reminds customers of the impact of hosting holiday parties on their utility bills. Through engaging infographics and social media posts, the utility provides essential tips to help customers improve energy efficiency during the holiday season.   

When communicating with customers, another key topic is renewable energy. While there is a growing interest in renewables, the transition can feel overwhelming to many customers. Your utility marketing strategy should provide a wide variety of resources to help customers better understand their options, whether installing solar water heaters, participating in community solar programs or signing up for renewable energy plans.

By demystifying renewable energy, your utility can make it easier for customers to transition to greener options and, in turn, solidify its role as a trusted resource.

Become the go-to expert on renewables:

• Explain how renewable energy works: Create easy-to-understand guides or videos that break down how solar, wind, water and other renewables can benefit customers.
  
• Highlight available programs: Promote renewable programs, including community solar subscriptions, hydropower programs, renewable energy credits or residential solar incentives.
  
• Provide installation resources: Offer advice on working with approved solar installers and navigating tax credits or rebates for home solar installations.

Help Customers Find the Right Support

With rising energy costs and economic uncertainty, many utility customers struggle to manage their monthly bills. Financial assistance programs — including payment plans, bill forgiveness and state and federal aid — provide essential support for customers facing financial hardship.

However, the success of these programs depends on how well utilities communicate about program availability and benefits. When marketing utilities, effective campaigns about financial assistance programs are vital to helping customers in need.  

Follow these best practices for communicating about assistance programs:

• Design compassionate campaigns that clearly communicate the availability and benefits of assistance programs.
  
• Use simple language and visuals to guide low-income customers through the application process.
  
• Incorporate testimonials from other customers who have benefited from these programs to create a sense of trust and reassurance.

Keep in mind not every customer is eligible for financial assistance. You should segment your audience and target communications to those most likely to benefit. Use customer data to identify customers who have fallen behind on their bills, are using energy at higher levels or live in areas with lower average income levels. This targeted approach ensures that your utility marketing strategy reaches those in need.

• Behavior-based targeting: Focus on customers who have shown signs of financial difficulties, such as late payments, high energy or water usage or participation in past assistance programs.
  
• Demographic targeting: Utilize data on income levels, geographic locations or household size to tailor communications to customers in low-income communities or areas hit hard by economic downturns.
  
• Personalized messaging: Address customers by name and reference specific account information to make communications more personal and relevant. For example, “Based on your recent usage, you may qualify for assistance to reduce your monthly bill.”

To spread awareness about available financial assistance programs, National Grid partnered with Questline Digital to produce a series of four educational webinars. To reach a diverse audience, the webinars were produced with closed captioning and broadcast separately in Spanish and Portuguese. They also included a video of an American Sign Language (ASL) interpreter.

The webinar format was ideal for education due to its interactivity and ability to reach a large number of customers at once. Customers also had the opportunity to ask questions during the event. The webinar series was a successful part of National Grid’s utility marketing strategy, with nearly 9,800 customers registered for the four webinars.

Share Solutions with Business Customers

For many businesses, energy and water costs represent a significant portion of operating expenses, making operations management a top priority. Business customers look to their utility for tailored solutions, expert advice and proactive customer engagement.

Utilities can play a critical role in supporting business customers and being a trusted resource. From energy efficiency initiatives to demand response programs, utilities need to address the unique needs of small businesses, large corporations and industrial facilities. Your utility marketing strategy should help businesses optimize usage, reduce costs and achieve sustainability goals.

Offer tailored solutions and communication channels for business customers:

• Promote energy and water audits and other programs to help businesses identify ways to reduce consumption.
  
• Spread awareness about demand response programs and incentives for energy-saving investments.
  
• Host webinars and industry-specific events to engage businesses and showcase best practices in efficiency.

Many businesses are working to achieve ambitious sustainability goals, such as reducing their carbon footprint and transitioning to renewable energy. Utilities can support these efforts by providing expert advice on efficiency improvements, green building best practices, regulatory requirements and more.

How to help businesses with their sustainability goals:

• Usage reports: Provide businesses with detailed reports that track energy and water consumption patterns, peak usage times and potential inefficiencies.
  
• Benchmarking: Offer benchmarking services that allow businesses to compare their energy or water performance with similar organizations, identifying opportunities for improvement.
  
• Custom dashboards: Develop online portals where business customers can monitor real-time energy and water usage and receive personalized recommendations for reducing consumption.

To connect with Key Account customers, the Los Angeles Department of Water and Power (LADWP) created a monthly email newsletter featuring important utility news, educational content and relevant programs. The Key Accounts newsletter is a vital part of the utility marketing strategy, helping to increase engagement and build stronger relationships.

Each newsletter features a blend of original articles from LADWP and content from Questline Digital’s Content Catalog, including a monthly video. Personalized calls-to-action include account manager contact details, making it simple for customers to get in touch for more information. The newsletter also highlights LADWP’S Sustainability Awards Program, which recognizes business customers who have achieved positive environmental impacts through the utility’s rebate programs.

The Key Accounts newsletter serves as a valuable tool in LADWP’s utility marketing strategy to effectively reach more than 1,200 large commercial customers.

Emphasize Sustainability and Green Initiatives

As environmental concerns continue to grow, sustainability has become a key priority for many industries, including utilities. Customers increasingly expect the companies they support to take meaningful steps toward reducing their environmental impact.

For utilities, promoting sustainability initiatives and goals is not only important for fostering customer engagement but also for encouraging energy and water conservation and responsible resource use. However, communicating these efforts effectively requires a well-planned utility marketing strategy. Positioning your utility as a leader in sustainability resonates with eco-conscious customers and reinforces your commitment to innovation.

Promote green energy options and sustainability efforts in your utility marketing strategy:

• Showcase renewable energy plans, hydropower programs and incentives for home upgrades like heat pumps or solar water heaters.
  
• Promote commercial solar, EV fleet programs or energy-efficient lighting and HVAC system upgrades to business customers.
  
• Share case studies, videos or infographics that show how customers can contribute to sustainability goals via renewable programs and smart energy choices.

As part of its utility marketing strategy, Louisville Gas & Electric (LG&E) features sustainability initiatives on a dedicated landing page on the utility’s website. Customers can learn more about each project, including how the utility harnesses solar and hydroelectric power to generate clean energy and their partnerships in cutting-edge carbon capture technology. Consumers can even watch “solar sheep” that sustainably maintain vegetation at the utility’s E.W. Brown solar facility via a live webcam. Customers get a clear picture of LG&E’s sustainability efforts in a fun and engaging way.

Customer-Centric Utility Marketing Strategies

Creating a comprehensive utility marketing strategy is essential for engaging with a diverse customer base. Utilities can build stronger relationships and trust with their audience. A thoughtful, customer-centric approach — one that addresses unique needs and preferences — improves customer satisfaction and positions utilities as trusted partners. With a well-rounded strategy in place, you can successfully guide your utility’s customers toward a more informed and empowered future.

Discover how Questline Digital can help you develop a comprehensive utility marketing strategy that drives customer engagement and satisfaction.

Approximately 20% of Americans call rural areas home, according to the U.S. Census Bureau. These communities, more spread out and with smaller populations, present unique challenges and opportunities for utilities seeking to serve them effectively.

Customer engagement plays a pivotal role in this mission. But one thing’s clear: A one-size-fits-all approach won’t cut it. Engagement strategies that work well in larger towns and cities might fall short when applied to small-town utility customers. Without the right approach, you risk leaving these customers feeling disconnected. Rural utility customers deserve personalized service that takes into account their specific needs and preferences. Understanding these nuances and adopting a customer-centric approach helps establish strong communication that fosters trust and delivers reliable service.

Unique Challenges Facing Rural Utility Customers and Small-Town Communities

Engaging with rural and small-town customers requires addressing specific obstacles they may encounter when interacting with their utility providers.

Geographical Dispersion

Unlike densely populated urban areas, rural regions often have customers dispersed over large areas. Organizing in-person meetings or events can be challenging when people live far apart and far away from utility offices, sometimes without easy access to public transportation. For customers who prefer face-to-face communication or have limited access to technology, this distance can result in feelings of neglect or frustration when issues arise.

Digital Divide

Millions of Americans in rural areas lack access to high-speed internet service, leaving a significant portion of the population disconnected from digital platforms. This digital divide limits rural customers’ ability to use online tools, such as account management platforms, mobile apps and real-time outage tracking. It also restricts your ability to communicate through digital channels like emails, websites and social media, all of which have become vital for customer engagement.

Reluctance to Change

Rural communities sometimes have deep-rooted traditions and ways of doing things that can manifest as a reluctance to adopt new technologies or services. For example, customers may be skeptical of innovations like smart meters or solar energy programs, viewing them as unnecessary or too complex. This resistance to change can make it difficult to roll out new programs or technologies aimed at improving efficiency and service delivery. Without proper communication and education, rural utility customers may see these changes as disruptive rather than beneficial.

Information Accessibility

Rural communities often face barriers to awareness about utility programs and services. Many customers may not have access to information about energy improvement devices, rebates or efficiency programs simply because information doesn’t reach them as effectively as it does in urban areas. This information gap leaves rural customers uninformed about valuable opportunities to improve their energy usage or save money. Many rural residents also work long or irregular hours, making attending scheduled town halls or public meetings difficult.

For utilities, addressing these challenges requires a customer-centric approach that offers tailored engagement solutions.

Solving These Challenges with a Rural Utility Customer-Centric Mindset

A well-rounded engagement strategy — blending digital tools with traditional methods — can ensure that rural utility customers stay informed and involved.

Breaking the Barriers of Distance

Encourage customers to use your online portal to manage their accounts, pay bills, view service updates and communicate with support team members. Digital platforms allow rural customers to receive essential services without traveling long distances.

Consistent monthly touchpoints through email newsletters can also build engagement by going beyond promotions and transactional messages. Act as a trusted advisor and educate customers by including helpful, interesting advice and information — such as articles, videos and infographics — in these ongoing messages.

You should also provide a range of service options for customers facing distance challenges, including the ability to join in-person meetings virtually. Rural customers should also have access to self-service options such as automated billing and outage reporting via phone lines. These tools make it easier for customers to resolve their issues without visiting a service center, enhancing overall accessibility and convenience.

Bridging the Digital Divide

While digital tools are important, as mentioned above, not all rural customers have reliable internet access. In addition to an online portal, text message alerts can reach customers with mobile service but no broadband internet. These alerts can provide updates on outages and upcoming maintenance or billing reminders.

Physical communications —like flyers, letters and bill inserts — also remain critical in areas where digital access is inconsistent. To bridge the gap between physical and digital, consider incorporating QR codes on mailed materials to offer customers the flexibility to engage digitally on their own terms. Just ensure that any information they could receive digitally is also thoroughly explained in the printed materials.

Through these mediums, make sure to deliver content that’s relevant and useful, not just promotional.

Guiding the Journey of Change

Before introducing new programs or technologies, roll out educational campaigns that clearly explain the benefits of these changes. Campaigns can include in-person community meetings and workshops or online webinars. Customers can ask questions, voice concerns and better understand how innovations can improve their services. An ongoing dialogue helps build trust and engagement, making customers more likely to feel included in the process and less resistant to new initiatives.

Ensuring Inclusive Communication

Consider implementing mobile outreach programs that bring information and services directly to rural communities, perhaps through partnerships with local organizations or by setting up mobile service centers or temporary information centers at community gathering spots like libraries or grocery stores. Other communication channel options include radio announcements and regular updates through local newspapers and bulletins.

You can also create a network of local ambassadors who can help spread awareness about utility programs and gather feedback from community members who might otherwise be difficult to reach. These ambassadors can serve as bridges between the utility and the community, ensuring that information flows both ways and that all voices can be heard. Those four best practices show your customers that you listen to them, respect their preferences and want to deliver relevant communications that meet their needs and interests.

Building Stronger Rural Utility Customer Community Ties

Along with solving rural and small-town customer challenges, you should leverage local partnerships and become active in the community. Collaborating with local leaders, businesses and groups can amplify outreach efforts and integrate your utility more deeply into the community fabric.

Old Dominion Electric Cooperative, for example, is a longtime partner of the Virginia Rural Center, which works with policymakers and stakeholders to provide a collective voice for rural Virginia. ODEC posted on its social media accounts about how some of its staff attended the center’s first-ever “Rural Caucus Breakfast Docket,” an event that shared information about the issues impacting rural communities.

Another great example is Alliant Energy’s Rural Hunger Initiative. It was launched earlier this year to combat the challenges surrounding food insecurity in rural communities across Iowa and Wisconsin. The most recent program, Energizing Ag Partnerships, supplied food banks with fresh proteins like beef and pork and guaranteed support for local farmers.

Participating in events, sponsoring community projects and launching community initiatives can boost visibility and trust. This involvement not only fosters goodwill but also helps you stay attuned to local needs and priorities.

Committing to Enhanced Rural Utility Customer Engagement

Through strategic engagement — offering both traditional and digital tools, ongoing education and community involvement — you can ensure rural customers remain informed, valued and supported. A thoughtful, adaptable approach better serves the diverse needs of rural communities.

Find out how an engagement solution from Questline Digital can strengthen relationships with your rural utility customers.