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.  

Example of FirstEnergy's personalized videos campaign boosting financial assistance program enrollments.

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.

Example of Nashville Electric Service's social media post sharing helpful warm weather advice to its customers in their utility marketing strategy.

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.   

Example of a social media post from Nashville Electric Services showcasing their educational holiday content in their utility marketing strategy.
Example of a social media post from Nashville Electric Services showcasing their educational holiday content in their utility marketing strategy.

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.

Example of National Grid's educational webinars for customers.

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.

Customer newsletter examples from the Los Angeles Department of Water and Power.

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.

Screenshot from Louisville Gas and Electric's live webcam of its solar sheep sustainably maintaining vegetation at its solar facility.

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.

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:

  1. “The Two Sides of Love” by John Trent and Gary Smalley
  2. “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.

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.

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.

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.”