Approximately 20% of Americans call rural areas home, according to the U.S. Census Bureau. These communities, more spread out and with smaller populations, present unique challenges and opportunities for utilities seeking to serve them effectively.
Customer engagement plays a pivotal role in this mission. But one thing’s clear: A one-size-fits-all approach won’t cut it. Engagement strategies that work well in larger towns and cities might fall short when applied to small-town utility customers. Without the right approach, you risk leaving these customers feeling disconnected. Rural utility customers deserve personalized service that takes into account their specific needs and preferences. Understanding these nuances and adopting a customer-centric approach helps establish strong communication that fosters trust and delivers reliable service.
Unique Challenges Facing Rural Utility Customers and Small-Town Communities
Engaging with rural and small-town customers requires addressing specific obstacles they may encounter when interacting with their utility providers.
Geographical Dispersion
Unlike densely populated urban areas, rural regions often have customers dispersed over large areas. Organizing in-person meetings or events can be challenging when people live far apart and far away from utility offices, sometimes without easy access to public transportation. For customers who prefer face-to-face communication or have limited access to technology, this distance can result in feelings of neglect or frustration when issues arise.
Digital Divide
Millions of Americans in rural areas lack access to high-speed internet service, leaving a significant portion of the population disconnected from digital platforms. This digital divide limits rural customers’ ability to use online tools, such as account management platforms, mobile apps and real-time outage tracking. It also restricts your ability to communicate through digital channels like emails, websites and social media, all of which have become vital for customer engagement.
Reluctance to Change
Rural communities sometimes have deep-rooted traditions and ways of doing things that can manifest as a reluctance to adopt new technologies or services. For example, customers may be skeptical of innovations like smart meters or solar energy programs, viewing them as unnecessary or too complex. This resistance to change can make it difficult to roll out new programs or technologies aimed at improving efficiency and service delivery. Without proper communication and education, rural utility customers may see these changes as disruptive rather than beneficial.
Information Accessibility
Rural communities often face barriers to awareness about utility programs and services. Many customers may not have access to information about energy improvement devices, rebates or efficiency programs simply because information doesn’t reach them as effectively as it does in urban areas. This information gap leaves rural customers uninformed about valuable opportunities to improve their energy usage or save money. Many rural residents also work long or irregular hours, making attending scheduled town halls or public meetings difficult.
For utilities, addressing these challenges requires a customer-centric approach that offers tailored engagement solutions.
Solving These Challenges with a Rural Utility Customer-Centric Mindset
A well-rounded engagement strategy — blending digital tools with traditional methods — can ensure that rural utility customers stay informed and involved.
Breaking the Barriers of Distance
Encourage customers to use your online portal to manage their accounts, pay bills, view service updates and communicate with support team members. Digital platforms allow rural customers to receive essential services without traveling long distances.
Consistent monthly touchpoints through email newsletters can also build engagement by going beyond promotions and transactional messages. Act as a trusted advisor and educate customers by including helpful, interesting advice and information — such as articles, videos and infographics — in these ongoing messages.
You should also provide a range of service options for customers facing distance challenges, including the ability to join in-person meetings virtually. Rural customers should also have access to self-service options such as automated billing and outage reporting via phone lines. These tools make it easier for customers to resolve their issues without visiting a service center, enhancing overall accessibility and convenience.
Bridging the Digital Divide
While digital tools are important, as mentioned above, not all rural customers have reliable internet access. In addition to an online portal, text message alerts can reach customers with mobile service but no broadband internet. These alerts can provide updates on outages and upcoming maintenance or billing reminders.
Physical communications —like flyers, letters and bill inserts — also remain critical in areas where digital access is inconsistent. To bridge the gap between physical and digital, consider incorporating QR codes on mailed materials to offer customers the flexibility to engage digitally on their own terms. Just ensure that any information they could receive digitally is also thoroughly explained in the printed materials.
Through these mediums, make sure to deliver content that’s relevant and useful, not just promotional.
Guiding the Journey of Change
Before introducing new programs or technologies, roll out educational campaigns that clearly explain the benefits of these changes. Campaigns can include in-person community meetings and workshops or online webinars. Customers can ask questions, voice concerns and better understand how innovations can improve their services. An ongoing dialogue helps build trust and engagement, making customers more likely to feel included in the process and less resistant to new initiatives.
Ensuring Inclusive Communication
Consider implementing mobile outreach programs that bring information and services directly to rural communities, perhaps through partnerships with local organizations or by setting up mobile service centers or temporary information centers at community gathering spots like libraries or grocery stores. Other communication channel options include radio announcements and regular updates through local newspapers and bulletins.
You can also create a network of local ambassadors who can help spread awareness about utility programs and gather feedback from community members who might otherwise be difficult to reach. These ambassadors can serve as bridges between the utility and the community, ensuring that information flows both ways and that all voices can be heard. Those four best practices show your customers that you listen to them, respect their preferences and want to deliver relevant communications that meet their needs and interests.
Building Stronger Rural Utility Customer Community Ties
Along with solving rural and small-town customer challenges, you should leverage local partnerships and become active in the community. Collaborating with local leaders, businesses and groups can amplify outreach efforts and integrate your utility more deeply into the community fabric.
Old Dominion Electric Cooperative, for example, is a longtime partner of the Virginia Rural Center, which works with policymakers and stakeholders to provide a collective voice for rural Virginia. ODEC posted on its social media accounts about how some of its staff attended the center’s first-ever “Rural Caucus Breakfast Docket,” an event that shared information about the issues impacting rural communities.
Another great example is Alliant Energy’s Rural Hunger Initiative. It was launched earlier this year to combat the challenges surrounding food insecurity in rural communities across Iowa and Wisconsin. The most recent program, Energizing Ag Partnerships, supplied food banks with fresh proteins like beef and pork and guaranteed support for local farmers.
Participating in events, sponsoring community projects and launching community initiatives can boost visibility and trust. This involvement not only fosters goodwill but also helps you stay attuned to local needs and priorities.
Committing to Enhanced Rural Utility Customer Engagement
Through strategic engagement — offering both traditional and digital tools, ongoing education and community involvement — you can ensure rural customers remain informed, valued and supported. A thoughtful, adaptable approach better serves the diverse needs of rural communities.