Engaging communications are not just a tool for day-to-day interactions — they’re an investment in your utility’s future, driving satisfaction, loyalty and participation across programs. As customer expectations shift toward proactive, digital and personalized communications, utilities face the opportunity to create meaningful touchpoints that not only keep customers informed but also foster stronger, long-term relationships. Utility customer engagement depends on having an active role in your customers’ lives.
An effective communication strategy can increase customer awareness and participation in programs, support education efforts and improve the perception of your utility within the community. But achieving this success goes beyond simply delivering messages; it requires developing content that resonates with specific customer segments, using data as a guide and choosing the right communication channels to maximize utility customer engagement. As utilities across the country adopt advanced metering, renewable energy programs and other forward-thinking initiatives, investing in clear, accessible and engaging communications has never been more critical.
Customer-Centric Messages Drive Utility Customer Engagement
Today’s utility customers expect more than just reliable service. They want meaningful, transparent communications that show their utility understands their needs and is working to better serve them. Crafting customer-centric messages means focusing on clear, empathetic language that addresses common pain points, such as high bills, energy and water usage and ways to save money. A customer-centric approach reassures customers that their concerns are understood and prioritized, fostering a strong foundation of trust and driving utility customer engagement.
Developing segmented messaging strategies is one way to make sure your utility caters its communications to different customer groups. For example, high-energy users might appreciate tips on energy efficiency and seasonal savings, while new water customers might need an introductory welcome guide to your utility’s services and programs. By personalizing outreach based on customer segments, you ensure each message feels relevant and valuable. This personalization also ensures your utility addresses specific questions and proactively solves issues before they arise.
In addition to tailoring content, transparency is key. For example, you could provide an easy-to-follow video explaining balanced billing, like Questline Digital developed for PSEG Long Island.
Maybe your utility delivers upfront information about rate changes or prompt updates during outages or service disruptions. When choosing the type of communication to prioritize, it’s important to understand your customers’ pain points and potential challenges. Showing customers that you understand these challenges and are actively working toward helpful solutions will lead to a more positive utility customer engagement experience. Additionally, when customers see their utility’s commitment to clear, honest communication, they’re more likely to view their utility as a trusted partner.
Maximizing Customer Engagement with Multi-Channel Communications
To ensure a strong and secure future for your utility and customers, it’s important to prioritize reaching customers effectively and meeting them where they are on their preferred platforms and channels. A multi-channel communications approach keeps your messages accessible and impactful, whether customers interact with you through email, social media, text messaging or a mobile app. Each channel has unique strengths and allows customers to choose how they prefer to engage with your utility. By diversifying your approach, you increase the chances that your message will reach customers in a way that’s both convenient and memorable, thus continuing to drive utility customer engagement.
Additionally, consistency is imperative when using multiple channels. Regardless of the platform, each communication should reflect the same tone, messaging and call-to-action to give customers a cohesive experience across touchpoints. This unified approach builds recognition and trust as customers come to recognize and anticipate your utility’s unique voice. For example, if you’re running a winter preparedness campaign, the same key points can be echoed through emails with seasonal tips, social posts with quick reminders and texts with links to emergency resources. Consistency across these channels reinforces your message and keeps it top of mind.
Finally, a multi-channel approach opens the door to valuable data that will help your utility continue to invest in its customers. By tracking utility customer engagement rates across different platforms, you can learn more about where and how your customers prefer to engage, helping you to define the proper methods for outreach. If a particular group of customers is highly responsive on social media but not as active on email, that insight can guide your next campaign. Using data to continually adjust your multi-channel strategy allows your utility to maintain high utility customer engagement levels and continuously improve customer satisfaction.
Leveraging Data to Drive Engagement
Data is one of the most powerful ways your utility can invest in its future. It helps you better understand customer behaviors, preferences and needs, which in turn helps you better strategize your communications to drive utility customer engagement. Analyzing data from various areas, such as program sign-ups, energy or water usage patterns and social media, allows you to uncover utility customer engagement trends and tailor outreach accordingly.
For example, if data shows that customers prefer text updates about power outages or service interruptions versus email communications, your utility can proactively develop and send SMS messages with alerts and resources. Leveraging this type of data empowers utilities to address specific customer needs, further driving utility customer engagement, satisfaction and trust.
Additionally, reviewing data helps utilities better understand exactly who their audience is and what they need. No two customers are the same, and data-driven insights allow for more personalized approaches to communication and utility customer engagement. Segmenting communications based on customer needs and interests will continue to drive utility customer engagement as you provide acutely relevant information and resources.
For example, FirstEnergy was able to deliver very personalized communications through Questline Digital’s SmartVX personalized video program. The utility wanted to increase awareness and enrollment in state and federal financial assistance programs. Using SmartVX, FirstEnergy delivered relevant, personalized information to customers about programs they were eligible for.
Each video was customized with an introductory mention of the FirstEnergy operating company, the account holder’s name and information on one or more financial assistance programs that could be a great fit for their needs. Spanish versions were also created to engage with FirstEnergy’s diverse customer base. The videos were highly successful, achieving a 6.2% engagement rate in program enrollments in 2024, resulting in a 2% increase in engagement from the previous year.
Data also allows your utility to see the effectiveness of your communications, helping you continuously improve your strategy. Tracking metrics like open rates, click-through rates and customer satisfaction scores gives utilities real-time feedback on what’s working and what isn’t. This information will help your utility continue to invest in things that are working and put time, energy and attention toward new activities when something doesn’t prove successful. This flexibility will help drive increased utility customer engagement and satisfaction in the long run.
Utility Customer Engagement — Worth the Investment
Investing in utility customer engagement isn’t just about driving immediate results but building long-term trust and loyalty. For utilities, engaged customers are more likely to enroll in new programs, embrace digital tools and positively respond to rate changes or service updates. Every interaction becomes an opportunity to demonstrate value, provide meaningful support and strengthen the customer relationship.
In today’s world, a commitment to customer engagement is a commitment to future success. By investing in communications that prioritize the customer experience, utilities can stay ahead of changing needs and ensure their services continue to meet the highest standards of satisfaction and reliability. The returns on this investment are clear: stronger, more engaged relationships with the customers and communities that utilities serve.