Digital Marketing Archives - Questline Digital

Webinar Recap: Utility Key Account Manager Training – Success Strategies

Utilities today are grappling with a significant Key Account Manager (KAM) training challenge. As experienced workers retire, new hires from outside the industry bring fresh perspectives but often lack the utility-specific knowledge needed to hit the ground running. Meanwhile, long-term employees must continuously adapt to new technologies and evolving customer expectations.

During our recent Plugged In webinar, “Utility Key Account Manager Training: Success Strategies,” we explored several critical strategies aimed at achieving success in Key Account Management training programs. Tim Mays with TCM Solutions, formerly of Blue Ridge Electric Cooperative, and Dennis Mingyar with Ohio’s Electric Cooperatives, offered actionable advice on strengthening your training programs and empowering your KAM team.

Building Relationships: The Key to Key Account Manager Training Success

The role of Key Account Managers is more than just providing information — it’s about fostering customer relationships. According to Mays, successful KAMs need a range of skills, from problem-solving and time management to clear communication. But the most essential skill? The ability to connect with people.

“A Key Account Manager has to have a broad understanding of the industry,” says Mays. “But really, having good interpersonal relationship skills and being able to talk to people is one of the most important skills.”

Mingyar echoed this sentiment, adding, “I fully agree that to be successful as a Key Account Manager, you have to be able to speak to people. You have to value interpersonal skills. […] If you can’t talk to someone, if you can’t connect with someone, if you can’t understand someone’s purpose, you probably don’t want to be in Key Accounts because you’ve got to get to know people ahead of time.”

Additionally, Mingyar shared a memorable quote he had recently heard: “You need to be more people and less PowerPoint.” This reinforces the idea that KAMs can’t just focus on presenting information, they’re have to work to build trust as well.

For many Key Account customers, their KAM is the sole face of the utility, which makes the relationship even more significant. They turn to their KAM for guidance and support, expecting them to speak and act on behalf of their utility.

“Realize that your role is to be the face of your company to an industry and the face of the industry to your company,” says Mingyar. “Your job is to help each party know more about the other party. You are their representative.”

To assist in developing these key interpersonal skills, Mays suggested two books for KAMs to read:

“The Two Sides of Love” by John Trent and Gary Smalley
“The Five Languages of Appreciation in the Workplace” by Gary Chapman and Paul White

“They [Trent and Smalley] talk about understanding strengths that can help you and they give you some guidelines and some good resources to better understand who you are and what your personality type is,” says Mays.

Fostering a collaborative environment where both KAMs and business customers feel connected to one another and the services they rely on is imperative.

Leverage Industry Knowledge to Provide Tailored Solutions

Understanding your customer’s industry is crucial for delivering value as a Key Account Manager. Mingyar and Mays both stressed the importance of learning the ins and outs of each Key Account’s industry, from challenges to opportunities.

“Get to know your industry. What are the peaks? What are the valleys? What challenges are they facing?” says Mingyar. “This is where we need to step in and say, ‘How can we help you in this time of challenge? What can we do to make you more energy efficient? What can we do to work with you on a rate plan? How can we help?’ Try to become a partner to your Key Accounts.”

Mays agreed, emphasizing that the more KAMs understand their customers’ needs, the better they can provide meaningful solutions. “It’s crucial to understand not just what members are purchasing but also the strategies behind managing their energy use,” he said. “When customers are informed, they make better decisions.”

As Key Account Managers continue to face challenges, including time constraints, technology changes and industry turnover, it’s more important than ever for KAMs to adapt and offer solutions that align with their customers’ unique situations. When KAMS prioritize the needs of their customers, the results can be transformative — improving satisfaction, engagement, program enrollments and more.

The Power of KAM Networks: Strength Through Shared Knowledge

While building customer relationships is critical, developing strong networks with other Key Account Managers is equally valuable. According to Mays and Mingyar, Key Account Managers can greatly benefit from sharing knowledge and learning from each other’s experiences.

“Being part of a strong network allows us to share insights and learn from one another,” says Mays. “This is how we continue to grow and find new ways to serve our customers.”

Whether through industry conferences, LinkedIn or informal meetups, connecting with like-minded professionals can provide KAMs with new strategies and ideas to better serve their customers.

This type of engagement and connection also gives KAMs the chance to quickly address customer questions or concerns, further enhancing their own service, support and trust.

Mingyar’s advice? “The time to make a best friend is not when you need a best friend.” This applies to both customer relationships and KAM-to-KAM interactions. Building a strong network early on can help KAMs resolve challenges and stay ahead of customer needs.

Adaptability and Trust: The KAM’s Competitive Edge

As utility programs evolve, so must Key Account Managers. Staying flexible and responsive to customer needs is crucial for long-term success. Mingyar highlighted how feedback should guide a KAM’s strategy, ensuring that utilities remain aligned with customer expectations.

“The key to long-term success in utility programs is staying flexible and responsive to customer needs,” says Mingyar. “Utility companies must adjust their strategies based on what their customers are saying and doing.”

Building trust through consistent, open communication is another major factor in KAM success. As Mays pointed out, “Relationships build trust, and trust opens doors. It also gives you a lot of forgiveness if things go wrong.”

Empower Your KAM Team for Lasting Success

In today’s evolving industry, a well-trained and connected Key Account Manager team is a utility’s greatest asset. By focusing on relationship-building, industry knowledge and continuous training, utilities can ensure their KAMs are equipped to meet customer expectations and drive lasting engagement.

Mays summed up the discussion with this powerful advice: “Become the expert in your industry. Train, train, train. Know who your Key Accounts are and how your industry impacts them. And communicate, communicate, communicate — internally and externally.”

Learn how Questline Digital can help your utility develop effective training and education programs for Key Account Managers.

Learn More

Utility Solutions: Engaging with Rural and Small-Town Customers

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.

Illustration identifying the unique challenges facing rural and small-town customers.

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.

Social media example from Old Dominion Electric Cooperative showcasing its partnership with Virginia Rural Center.

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.

Social media example from Alliant Energy showcasing its partnership with the Northeast Iowa Food Bank as part of Alliant Energy's Rural Hunger Initiative.

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.

Learn More

5 Essential Tips To Boost Your Utility CSAT Scores

Customer satisfaction is a key indicator of overall performance and a driver of long-term success for energy and water utilities. In an industry where reliability and trust are imperative, high utility customer satisfaction (CSAT) scores can lead to better regulatory outcomes, increased customer loyalty and a stronger brand reputation. For utility marketers, improving these scores isn’t just about meeting expectations; it’s about anticipating needs, communicating effectively and building lasting customer relationships.

Today, customers expect seamless, personalized experiences, whether checking their energy or water usage, paying bills or receiving updates during outages. Utilities that prioritize customer-centric strategies are better positioned to exceed these expectations and, in turn, boost their utility customer satisfaction scores. From clear communication to providing easy self-service options, there are several proven ways to positively impact how customers perceive and interact with your utility.

Illustration showing five tips to boost utility customer satisfaction scores

Tip 1: Prioritize Clear and Timely Communication

Clear and timely communication is the foundation for strong customer relationships. Utility customers want to be informed, especially during critical events like outages, rate changes or new program launches. Proactive communication can prevent confusion and reduce frustration, leading to higher utility customer satisfaction. Whether it’s a scheduled service update or an unexpected issue, letting customers know what’s happening and when they can expect a resolution is crucial.

The choice of communication channels also matters. Today’s customers are digitally connected and expect information to be delivered through their preferred platforms, whether email, text message, social media or a mobile app. Ensuring your utility’s communications are meeting and exceeding these customer expectations can significantly impact your utility customer satisfaction scores. Personalizing your communications can also help boost CSAT scores and can be as simple as using the customer’s name or as in-depth as providing relevant billing updates based on their account history.

With assistance from Questline Digital, Con Edison recently developed and deployed personalized customer videos to raise awareness and increase enrollments for its billing programs, including paperless billing, autopay and budget billing. The personalization campaign proved highly successful, with feedback showing that 96% of viewers found it easier to understand the various billing programs available to them and how to seamlessly enroll on their devices.

One survey respondent said, “First of all, I love the fact that it was personalized; they said my name, and then they also gave me actual facts about my bill and how this balance billing would affect me. I thought it was very concise but gave a lot of information.”

GIF highlighting a portion of Con Edison's personalized video that was used to help boost utility customer satisfaction scores.

To excel at communication, utility marketers should also focus on transparency. Clearly explaining how changes, such as rate increases, will impact customers can build trust and reduce negative reactions. Consistently providing straightforward updates and being responsive to customer inquiries sets the tone for a more positive customer experience.

Tip 2: Enhance Digital Self-Service Options

Creating digital ways for customers to help themselves is no longer just convenient; it’s expected. Customers want quick, easy access to manage their accounts, pay bills and find answers to their questions. By investing in self-service tools, like user-friendly online portals, mobile apps and chatbots, you can empower customers to take control of their accounts on their own terms. When customers can find what they need without hassle, it boosts their utility customer satisfaction and reduces call center volume.

A frictionless self-service experience requires more than just offering digital tools, though. It requires making those tools intuitive and accessible. Prioritize the user experience by making platforms easy to navigate, offering clear instructions and ensuring everything is mobile-friendly. Features like tracking energy or water usage, outage reporting and billing changes should be easy to locate and use, leading to a more engaging and less frustrating customer experience.

While many customers will integrate themselves seamlessly with these self-service tools, your utility must also be aware and supportive of those who may not be as tech-savvy. Preparing an FAQ section, tutorial videos and other guided support options can ensure that customers of all skill levels can take full advantage of self-service features. By meeting customers where they are and giving them the tools to manage their accounts efficiently, your utility will see significant improvements in their utility customer satisfaction scores.

Tip 3: Educate Customers on Cost-Savings Programs

Customers increasingly expect their utilities to be more than just service providers. They also look to them for guidance on their energy or water usage. Educating customers on available energy- and water-saving programs is a win-win – it reduces customer consumption and costs while boosting program enrollments. By demonstrating that your utility looks out for their best interests, utility customer satisfaction will also increase. Whether promoting rebates, time-of-use rates or energy efficiency tips, customer education is a powerful tool for increasing satisfaction.

To successfully educate customers, make your content accessible and engaging. Complex topics can be broken down into easily digestible content, like infographics, videos and interactive content.

GIF highlighting some of Questline Digital's various content that can help increase utility customer satisfaction scores.

Consider delivering your content to segmented groups of customers, like business versus residential, to ensure that the right information reaches the right audience. The more relevant and personalized the content, the more likely customers are to engage and take action.

Additionally, your utility should consider the timing and frequency of your educational efforts. Promoting energy-saving tips during peak seasons, such as summer or winter, can align educational content with when it’s needed most. Consistently providing valuable and actionable information builds trust and demonstrates your commitment to helping customers save money, energy and/or water, driving higher utility customer satisfaction.

Tip 4: Invest in Customer Feedback and Continuous Improvement

Understanding what drives utility customer satisfaction starts with listening to your customers. By regularly gathering customer feedback through tools like surveys and social media, your utility can gain valuable insights into what’s working and where improvements are needed. More importantly, acting on that feedback shows customers that their voices are heard and their opinions can influence positive change.

Customer feedback can reveal pain points in the customer journey, from billing issues to service interruptions. Analyze this data and prioritize solutions that address common complaints and enhance the customer experience. Sharing the results of these improvements, such as new bill redesigns or program options, reinforces to customers that their feedback matters.

Closing the feedback loop is crucial for maintaining customer trust and high utility customer satisfaction. When customers see that their input leads to meaningful changes, they are more likely to engage with your utility’s future content and messages, which, in turn, drives high utility customer satisfaction scores.

Tip 5: Build Trust Through Transparency and Reliability

Trust is the cornerstone of customer satisfaction in any industry, and it’s typically earned through consistent transparency and reliability. In the utility industry especially, reliability is of the utmost importance. Customers expect their utilities to provide uninterrupted service, and when issues arise, they expect quick and accurate resolutions. Investing in infrastructure, maintaining clear outage communication plans and ensuring swift restoration efforts can demonstrate a commitment to reliability.

When it comes to transparency, whether providing clear billing details, openly communicating about rate changes or delivering on program commitments, customers want to feel confident that they are “in the know” about what is going on behind the scenes of their utility. Additionally, they want to know that their utility has their best interests in mind and is acting accordingly. Transparency about how and why decisions are made helps build that trust and reduces customer frustration.

Being upfront about potential challenges, such as service disruptions or long-term projects, and setting realistic expectations for resolution times shows that your utility respects your customers’ time. When customers know what to expect and are kept informed throughout the process, they’re more likely to view your utility as a reliable and trustworthy partner. And that trust? It will continue to drive high utility customer satisfaction scores.

A Roadmap to Increased Utility Customer Satisfaction Scores

Improving utility customer satisfaction requires a strategic focus on multiple initiatives, but none of them should come as much of a surprise. By prioritizing clear communication, education and transparency, your utility can develop stronger customer relationships where they feel valued, seen and heard. In response, customers’ trust and loyalty will further increase, driving utility customer satisfaction scores to a new level.

Develop a customer-focused communications strategy that will drive increased CSAT with help from Questline Digital.

Learn More

How to Communicate the Key Benefits of Natural Gas

Today’s utility customers are increasingly concerned about energy reliability, cost efficiency and their environmental impact. Many consumers want to know, what are the benefits of natural gas compared to other energy options? With the wide variety of options available, utilities need to prioritize communicating about the key advantages of natural gas.

What Customers Want to Know

To effectively communicate the benefits of natural gas, utilities must first understand the specific needs, preferences and concerns that customers may have.

When it comes to energy, customers are mainly concerned about:

Affordability
Reliability and safety
Environmental impact

Illustrated image identifying the main benefits of natural gas for customers.

By educating customers on the environmental, economic and reliability benefits of natural gas, utilities can foster a more informed customer base and position themselves as valuable partners in an ever-changing energy landscape.

“Our communications center around the message that natural gas is safe, comfortable, affordable, reliable and environmentally responsible,” says Jason Wheatley, Lead Communications Manager at Piedmont Natural Gas. “We’re committed to helping our customers learn ways they can save energy and money in their homes and businesses by using natural gas and using it more efficiently.”

The Communications team at Piedmont Natural Gas regularly listens to customer panels and focus groups to better understand where communications are hitting the target and where they may need to shift strategies. “Our customers will always be our best source of information on how we can evolve, so it’s vital that we listen to them and meet them when and where we can,” Wheatley explains.

Benefits of Natural Gas: Affordability

For residential and commercial customers alike, the cost of energy is a significant consideration. They want to know if natural gas is more cost-effective than other energy sources. In today’s economy, consumers are looking for easy ways to save money and reduce monthly expenses.

Utilities should provide transparent information on how natural gas can lower energy costs for a home or business. For example, the efficiency of natural gas appliances and heating systems can lead to long-term savings for homeowners. In addition to highlighting the benefits of natural gas, utilities should regularly promote rebates and incentives for customers who install energy-efficient natural gas appliances.

According to the American Public Gas Association (APGA), families that use natural gas for heating, cooking and clothes drying save more than $1,132 a year on average compared to all-electric homes. Additionally, investments to develop and enhance natural gas infrastructure generate well-paying jobs and stimulate local economies.

Utilities should communicate these affordability benefits:

Lower energy bills: Natural gas typically costs less than other energy options, translating to lower monthly bills for heating, cooking and hot water.
High efficiency: Natural gas appliances, such as furnaces, water heaters and dryers, are highly efficient.
Stable pricing: Natural gas prices have remained relatively stable compared to other energy sources, providing predictable energy costs.
Abundant supply: The abundant supply of natural gas in many regions contributes to consistent and competitive pricing.
Affordable infrastructure: The infrastructure for natural gas delivery is well-established. It is often less expensive to maintain and expand compared to other energy delivery systems.

Illustration identifying the affordability benefits of natural gas for customers.

“Natural gas is valuable to consumers for its affordability, efficiency and reliability,” says Audrey Casey, Communications & Marketing Director at the American Public Gas Association (APGA). “As an energy source that is over three times more affordable than grid-delivered electricity, natural gas is a cost-effective option for many homes and businesses, especially in low- and middle-income communities.”

Benefits of Natural Gas: Reliability and Safety

For utility marketers, emphasizing natural gas’s reliability and safety benefits is crucial in building customer trust and confidence.

When communicating the benefits of using natural gas, utilities should highlight the ongoing investments in infrastructure that ensure a reliable and safe supply. For example, messaging could focus on safety protocols or regular maintenance practices.

Utilities should also incorporate customer education about natural gas safety into their communications strategy. Public awareness campaigns ensure customers know what to do in the event of a suspected gas leak.

Utilities should communicate these safety and reliability benefits:

Strict safety standards: Natural gas utilities adhere to rigorous federal, state and local safety regulations designed to protect both customers and infrastructure.
Regular maintenance and inspections: Natural gas utilities conduct regular maintenance and inspections of pipelines and equipment to prevent leaks.
Dependable energy supply: Natural gas provides a reliable energy supply unaffected by weather conditions that can disrupt electricity generation.
Infrastructure resilience: Natural gas infrastructure is designed for durability and resilience, with pipelines buried underground to protect them from extreme weather.

Illustration identifying the safety and reliability benefits of natural gas for customers.

According to Nick Paradise, Communications Manager at Peoples Natural Gas, the utility revisited its core communications priorities earlier this year. The Communications team determined that safety, reliability, sustainability and community were the top pillars they wanted to come to mind when customers think of Peoples Natural Gas. These benefits of natural gas are consistent throughout the utility’s marketing messages.

“We communicate about these four areas of focus through all available channels – paid advertising, earned media, our owned channels like our website and customer e-Accounts,” Paradise says. “These pillars play an important role for our marketing and communications teams in developing personal relationships with key stakeholders and having a visible presence at trade shows and similar events.”

Benefits of Natural Gas: Environmental Impact

In an era where environmental consciousness is increasingly driving consumer choices, utilities must communicate the environmental benefits of natural gas.

Communicating the environmental benefits is not just a marketing strategy—it’s a critical component of building customer trust, supporting sustainability and positioning natural gas as a key component in the transition to a cleaner energy future.

According to the U.S. Energy Information Administration, natural gas utilities have reduced emissions by 70% over the past 30 years. Additionally, due to weatherization, energy-efficiency programs and the inherent efficiency of natural gas, the average emissions from homes using this energy source have dropped by half, based on APGA data.

“Natural gas is a critical energy source that plays an important role in meeting local and federal environmental goals,” Casey says. “The direct use of natural gas in homes and businesses reduces the demand for other, more carbon-intensive forms of energy, resulting in net carbon emission reductions.”

Utilities should communicate these environmental benefits:

Lower carbon emissions: Natural gas produces significantly fewer carbon dioxide emissions than coal and oil when burned for energy.
Efficient energy production: Natural gas power plants are highly efficient, converting a larger portion of the fuel into usable energy compared to other fossil fuels.
Support for renewable energy: Natural gas is a reliable partner for renewable energy sources like wind and solar. It provides a backup when renewable energy production is low, ensuring a stable and continuous energy supply.

Piedmont Natural Gas and its parent company, Duke Energy, are working toward climate goals of net-zero methane by 2030 and net-zero carbon by 2050. To accomplish these goals, the utility is investing in renewable energy sources, including renewable natural gas (RNG). To inform and educate customers, Piedmont shares transparent information about these initiatives and the environmental benefits of using natural gas.

“We take these goals very seriously, so the lower emissions created through the direct use of natural gas is something we promote regularly,” Wheatley says. “We’re also sharing more information about RNG as we invest in more projects, and we continue to add it to our natural gas supply.”

Through the GreenEdge program, Piedmont Natural Gas provides customers with the opportunity to support renewable energy and reduce their carbon footprint. Both residential and small commercial customers can subscribe to monthly “blocks” representing RNG environmental attributes and carbon offsets.

According to Wheatley, carbon offsets are derived from projects like forestry management and wetland reclamation that reduce or prevent the release of greenhouse gases. Renewable natural gas environmental attributes are generated from various sources, including wastewater, landfills, agricultural waste or food waste.

Since 2022, GreenEdge program participants have contributed to the purchase of 3,729 tons worth of carbon offsets and 668 tons of RNG attributes. These customers have helped support four projects dedicated to reducing and offsetting carbon emissions.

“The growth of Piedmont’s GreenEdge program allows us to speak more about the environmental benefits of natural gas and how our customers can offset any emissions from their own usage,” Wheatley says.

Building a more informed customer base

Natural gas utilities are facing a challenging landscape, but they are adapting to meet the evolving needs and expectations of their customers. By effectively communicating the benefits of natural gas and addressing customer concerns, utilities can build trust, enhance engagement and continue to play a vital role in a sustainable energy future.

“We are responsive to the evolving needs of energy consumers, and our communication strategy reflects this,” Casey says. “We will continue to monitor the media and policy landscape as we collaborate with our members and external partners to educate Americans about the critical role that natural gas plays in our energy future.”

Promoting Smart Water Meters to Your Customers

Transitioning customers to smart water meters is a major step forward in modernizing utility operations. Smart meters empower customers with real-time usage data, leak detection capabilities and water conservation tools. This technology has many benefits, including more accurate billing, reduced costs and the ability to quickly address leaks before they cause expensive damage. For your utility, smart meters unlock granular usage analytics to inform strategic initiatives while driving substantial operational efficiencies and cost savings.

With so much to gain, it’s no surprise that more and more water utilities are advocating for the switch to smart meters. However, realizing this technology’s full transformative potential requires an effective marketing strategy to drive widespread customer adoption. To successfully promote smart water meters, you must employ proven tactics that resonate with your customer base.

Benefits of Smart Water Meters

By helping your utility’s customers understand the following benefits, you can encourage them to switch to smart water meters.

Accurate Billing

Smart meters employ advanced technology to deliver accurate water usage data. Unlike traditional meters, which often rely on estimated readings or periodic manual checks, this modern technology continuously monitors consumption. Real-time data ensures customers are billed for the exact amount of water they use, enhancing trust and satisfaction — no more estimated bills or surprises when the final bill arrives. In the current economic state, accurate billing will be a strong selling point for many customers.

Leak Detection

Smart meters can identify unusual or irregular patterns that may indicate a leak. Early detection allows for prompt repairs, preventing water waste and potential property damage. This proactive approach not only conserves water but also helps customers avoid unexpected repair costs and inflated bills.

Water Conservation

Smart meters provide customers with unprecedented visibility into their water usage habits. By delivering detailed consumption data and analytics, smart meters enable customers to pinpoint areas where they can reduce waste and adopt water-efficient behaviors. For example, residents might discover they use more water than necessary in their primary bathroom, leading them to install low-flow showerheads and faucets.

Remote Access and Control

Smart meters allow customers to monitor their water usage remotely and receive alerts through your utility’s online portals and mobile apps. This enhanced visibility and control supports more informed water management decisions and helps customers address problems before they become costly or disruptive. Additionally, the convenience of remote monitoring aligns with customers’ expectations for digital access and self-service options.

Communicating these primary benefits to customers in an easy-to-understand way will help encourage the adoption of smart water meters.

Driving the Adoption of Smart Water Meters

A comprehensive marketing strategy is essential to successfully introduce this technology to your customers. Communications should educate customers about the technology’s benefits and simplify the adoption process. Some key tactics to consider include:

Digital Marketing

Use targeted online ads, search engine optimization (SEO) and pay-per-click (PPC) campaigns to reach customers seeking details on water conservation and utility services. Highlight the benefits of smart meters and provide clear calls to action, whether it’s signing up for more information or scheduling an installation.

Content Marketing

Create valuable content, such as blog posts, videos, infographics and downloadable guides, that educates customers about smart meters and their advantages. Harris County Municipal Utility District 433, for example, shares a smart water meter video series on its website, covering account creation, leak alerts, reviewing water usage and more.

Focus on making your content engaging and easy to understand, answering common questions and concerns in a straightforward manner. Also, consider collaborating with industry experts or influencers to expand your reach, add credibility to your content and position your utility as a trusted partner in water management.

Social Media Marketing

Engage with customers on social media platforms they regularly use by sharing your informative content, success stories and smart meter program updates. Make interactive posts that encourage feedback and address common concerns. Leverage user-generated content and testimonials to build credibility and trust. With the right strategy, your social media presence can foster a sense of community around water conservation and smart meter adoption.

Email Marketing

Send personalized customer emails that emphasize smart meter benefits, deliver installation information and lay out the next steps. Include links to resources, FAQs and sign-up forms to streamline the process for customers interested in making the switch. For example, San Jose Water has an FAQ landing page that answers questions like “Will my account information be secure?” and “How will I be able to check my water use data?”. Also, regularly update your subscribers with e-newsletters that incorporate engaging content.

Community Engagement

Host informational workshops, webinars or community events to promote smart meters and answer questions. In-person engagement is a powerful way to foster personal connections with customers and create opportunities for one-on-one interactions. These events also allow you to gather valuable feedback and better understand your customers’ needs and pain points. This insight can then refine your smart water meter marketing and adoption strategies.

Incentive Programs

Offer incentives or rewards for early adopters of smart water meters. This could mean discounts on their water bill, additional rebates or an entry into a prize drawing. Incentives can motivate customers to make the switch and help build momentum. Incentive programs also generate excitement and exclusivity around the technology, which can inspire fear of missing out (FOMO) and encourage more people to participate. As early adopters spread the word about their positive experiences, it can create a snowball effect that accelerates smart meter acceptance throughout the community.

The Path Forward: Bridging the Gap

Smart water meters offer a win-win solution for both utilities and customers. By implementing a well-rounded marketing strategy that highlights the benefits of smart meters, you can effectively bridge the gap between customers, leading to increased satisfaction, operational efficiencies and water conservation.

Communicate the facts about smart water meters to your utility’s customers with an engagement solution from Questline Digital.

Learn More