Customer Engagement Archives - Questline Digital

Utility Self-Service Options Improve the Customer Experience

In today’s fast-paced digital world, utility customers expect seamless and efficient services. To meet these expectations, utility marketers are turning to utility self-service options, which put customers in the driver’s seat of their energy journey.

From chatbots to mobile apps, utility self-service solutions enhance customer satisfaction, build stronger customer relationships and streamline utility operations.

Empowering Customers With Utility Self-Service

Consumers increasingly demand services and solutions that are not only convenient but also personalized, intuitive and accessible anytime and anywhere. A recent study finds that two-thirds of adults worldwide prefer to make or receive online payments. Additionally, 67% of consumers prefer self-service options versus speaking with a company representative.

In fact, “hyper-convenience” is becoming a growing expectation for today’s consumers, no matter the industry. Hyper-convenience goes beyond simply offering online account access. It’s about providing efficient utility self-service tools that empower customers to manage their energy or water use, pay bills and resolve issues without the need for direct assistance.

“Hyper-convenience refers to the ideal level of convenience for today’s customers,” says Matt Buecker, Senior Manager, Marketing and Customer Education at Baltimore Gas and Electric. “Customers expect an instant and seamless process from every company, and that is what they are expecting from their utility, too. Every interaction must be convenient and easy.”

To ensure hyper-convenience, utility self-service has become a cornerstone of the modern energy customer experience. The latest research finds that 88% of consumers expect energy providers to have an online utility self-service portal. Customers want the ability to access account information, pay bills, report issues or explore energy-saving programs at their convenience.

By providing robust utility self-service options, you empower customers to take control of their energy usage and account management, enhancing satisfaction and loyalty.

Why utility self-service matters:

Empowers customers: Self-service tools give customers control over their accounts, from paying bills to checking energy usage. This autonomy builds trust and satisfaction.
Meets evolving expectations: Utilities that embrace digital-first solutions align with customer demands for fast, seamless and on-demand services.
Enhances efficiency: Automating routine tasks, such as outage reporting or account updates, reduces the burden on customer service teams and speeds up resolutions.
Improves accessibility: Self-service is available 24/7, ensuring customers can manage their accounts at their convenience, not just during business hours.

Illustration showing common reasons why utility self-service options matter.

Chatbots Enhance Convenience

Utility customers want fast answers to their questions, whether it’s about billing, power outages or energy-saving tips. AI-powered chatbots, one of the most effective utility self-service solutions, provide 24/7 support and instant responses to common queries.

According to a recent study, nearly 1.5 million people engaged in at least one conversation with a chatbot over the past year. More so, 51% of customers prefer interacting with AI chatbots for instant service. Integrating chatbots into your utility’s website or mobile app ensures customers have immediate access to help without waiting for a customer service representative.

To guarantee a positive customer experience, chatbots should be equipped to handle a wide range of inquiries and escalate more complex issues to a human agent when necessary.

Last year, Duke Energy designed a mobile app chatbot to help customers with top pain points, including billing and payments. This convenient utility self-service option provides detailed information about payment plans and even guides users through enrollment in autopay or financial assistance programs. In the first three months, Duke Energy’s chatbot logged more than 280,000 customer interactions and 104,000 chat sessions from 55,000 unique users.

Example from Duke Energy of the utility's mobile app chatbot that was designed to help customers with their top pain points.

When considering AI chatbots, utility marketers should keep in mind that this technology may not be preferred by all customers. Illustrating this point, BGE’s focus group research found that many customers appreciated the utility’s friendly customer service representatives and preferred speaking with a human agent.

“One of the comments we received a lot was that customers love calling BGE because they always get a friendly, helpful representative,” Buecker says. “Some customers prefer this way of communication while others want to email us or reach out to us on social media. I think the key is providing the best customer experience possible, no matter the platform.”

Call-out highlighting the importance of making your utility's chatbot intuitive and conversational.

To cater to diverse customer preferences, utility self-service options should be available across multiple channels, including web portals, mobile apps, email and even social media. This availability ensures customers can engage with their utility in a way that’s most convenient for them.

Easy Enrollment in Utility Programs

Customers appreciate simplicity, especially when navigating complex information like energy efficiency rebates or financial assistance programs. By streamlining the process of signing up for programs, services or communications, utilities can make it easier for customers to take action.

To improve the customer experience, it behooves utilities to offer simple, one-click enrollment options on their website or mobile app. This utility self-service solution reduces the friction of signing up for programs and ensures customers can quickly take advantage of beneficial services.

Why easy enrollment processes matter:

Convenience for customers: One-click enrollment eliminates barriers, allowing customers to quickly join programs and services with minimal effort.
Improved conversion rates: A simplified, single-step process reduces drop-off rates during enrollment. Customers are more likely to complete a task when they don’t need to navigate through multiple pages or forms.
Enhanced customer satisfaction: Quick, frustration-free experiences reflect positively on your utility, fostering trust and improving overall satisfaction.

For example, BGE created a convenient utility self-service solution for moving customers. The Customer Operations team developed a streamlined process that allows customers to easily transfer their services to a new address online.

Example of a utility self service option designed for moving customers by Baltimore Gas and Electric (BGE).

To promote this convenient solution, BGE’s Marketing team strategically targets frequent movers or renters with tailored promotions. For instance, renters with one-year leases might receive promotions timed to align with the end of their lease term.

Questline Digital collaborated with Duquesne Light Company to develop a streamlined landing page for one-click e-Bill enrollment, making it as easy as possible for customers to make the switch. Monthly personalized email campaigns supported the one-click landing page, culminating in a holiday sweepstakes to drive participation.

Images pulled from Questline Digital's case study about Duquesne Light Company's streamlined one-click bill enrollment campaign.

Duquesne Light Company’s utility self-service solution proved successful, with more than 38,000 customer sign-ups during a seven-month promotion period.

By implementing easy enrollment processes and well-crafted landing pages, utilities can create stress-free user experiences that boost customer engagement, drive program participation and strengthen the utility-customer relationship.

Call-out highlighting the importance of creating clear, concise landing pages.

Mobile Apps: A Must-Have for Utilities

With a majority of customers relying on smartphones to manage daily tasks, a mobile app has become an essential tool for utilities.

A well-designed mobile app should allow customers to pay their bills, monitor energy usage, report outages and access personalized energy or water usage insights. Push notifications can also alert customers about upcoming bills, service disruptions or program eligibility, enhancing the overall customer experience.

Why mobile apps matter:

24/7 accessibility: Customers can access their accounts, pay bills and report issues anytime, anywhere, without needing to contact customer service. This accessibility is especially valuable during emergencies, such as outages or severe weather events.
Streamlined user experience: A well-designed app provides an intuitive interface for common tasks like viewing energy usage, setting up autopay or managing notifications. Everything customers need is just a few taps away.
Personalized features: Apps can deliver tailored experiences, such as personalized water conservation tips or customized alerts about billing due dates and outages. This level of personalization strengthens customer satisfaction and loyalty.
Push notifications: Utilities can send timely updates, reminders or promotional messages directly to customers’ devices. For example, an app can notify customers about planned maintenance, energy-saving opportunities or new programs.

Customers are increasingly interested in understanding their energy and water usage and how they can save money. Mobile apps that offer personalized insights based on consumption can provide immense value.

Integrating data analytics into your utility self-service options allows you to deliver tailored energy-saving tips or recommend programs that best suit each customer’s lifestyle.

Last year, Georgia Power launched a new and improved mobile app for customers interested in the utility’s self-service options. Through the user-friendly app, customers can quickly and securely pay their bills using convenient options like Digital Wallet. They can also monitor their energy usage, conduct monthly comparisons and even get an estimate of their current month’s bill.

The Future of Utility Self-Service

Utility self-service options are no longer just a convenience – they’re an expectation among today’s customers. By implementing and optimizing tools like AI chatbots, streamlined enrollment processes and mobile apps, utilities can deliver a superior customer experience.

Investing in a robust self-service strategy is a win-win for both customers and utilities, fostering deeper engagement, increased loyalty and improved efficiency.

Discover how Questline Digital can help your utility develop seamless, efficient and effortless self-service options that improve the customer experience.

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How to Effectively Communicate Utility Sustainability Goals to Customers

Utilities nationwide are undertaking significant efforts to improve sustainability and reduce their environmental impact. However, the specifics of these utility sustainability goals and the steps being taken to achieve them are not always clear to the average customer.

In fact, according to J.D. Power, only 21% of U.S. electric utility customers know about their utility’s carbon reduction initiatives. Yet 80% of customers are served by utilities committed to a 100% carbon reduction target. This disconnect signals a need for better communication strategies to bridge the understanding between utilities and their customers.

The “Why” Behind Your Utility Sustainability Efforts

Effective communication helps customers understand the rationale behind a utility’s sustainability initiatives and encourages them to support these efforts. But before developing your strategy or crafting external messages, you must clearly define your utility’s sustainability mission.

Whether driven by regulatory compliance, climate change, environmental stewardship or social responsibility, your “why” shapes every aspect of your communication strategy. When your entire organization understands and embraces your underlying motivators, you can create authentic messaging that resonates with customers.

Strategies for Impactful Utility Sustainability Communication

Successfully communicating your “why” requires a comprehensive approach. Here are six key strategies to enhance your utility sustainability communication efforts:

Illustration showing six key strategies to enhance utility sustainability communication efforts.

Use Multiple Communication Channels

Utility customers come from various backgrounds and prefer different communication methods. To maximize engagement, it’s important to use a multichannel approach, incorporating email newsletters, social media posts, videos, bill inserts and articles. By casting a wide net across various platforms, you ensure your messaging reaches the maximum number of customers and that each customer can access information in their preferred format.

Each channel offers unique advantages. Social media can provide quick, visually engaging updates and allows for two-way communication, while detailed information can be provided through newsletters and articles. Using a mix of channels allows you to meet customers where they are and improves the likelihood that utility sustainability messages will resonate.

The Los Angeles Department of Water & Power (LADWP), for example, distributed a press release announcing that it ranked first in the nation in the 2024 J.D. Power Sustainability Index – an evaluation measuring the nation’s largest electric utilities’ customer awareness, support, engagement and advocacy for their local climate sustainability programs and goals. LADWP also made short posts on social media celebrating the achievement to reach a broader audience.

Social media example from LADWP highlighting their ranking in the 2024 J.D. Power Sustainability Index.

Personalize Messaging With Data-Driven Insights

People want to receive information that feels relevant to them. By leveraging customer data, you can segment your utility’s audience and tailor messages to specific demographics, regions or interest levels. Customers in regions affected by extreme weather events may be more responsive to messages about climate resilience initiatives. At the same time, those in urban areas might be more interested in renewable energy investments or water conservation programs.

Advanced data analytics allow you to create customer profiles based on behavior, preferences and energy and water usage patterns, making it possible to send personalized messages that speak directly to each person’s values and needs. These customized messages help customers connect with their utility’s mission on a personal level.

Leverage Storytelling

Storytelling is another powerful tool for making complex utility sustainability topics more relatable and memorable. Customers are more likely to engage with stories that evoke emotion and provide context to utility sustainability initiatives. Share narratives about how your efforts impact local communities, reduce your dependence on fossil-based energy supplies or preserve local water supply.

Highlight employee stories that reflect your utility’s sustainability values. For example, Dominion Energy developed a video and article series called “Faces of Our Sustainable Future.” One video showcased Lisa, a Senior Sustainability Specialist who identifies opportunities to make her workplace greener and works to implement sustainable solutions.

Example image from Dominion Energy's article and video series, "Faces of Our Sustainable Future."

By humanizing your initiatives through storytelling, you create an emotional connection that helps customers understand your sustainability goals.

Visualize Information

Sustainability topics can sometimes be complex and challenging to understand, especially if they involve technical details or unfamiliar concepts. Visual content helps simplify these ideas and make them more digestible. Infographics, videos and animations can break down information into easily understood formats.

An infographic could illustrate how a utility’s energy mix has shifted from fossil fuels to renewables over the years or explain how new energy-efficient technologies benefit both customers and the environment. Videos showing behind-the-scenes footage of a sustainable energy utility’s projects can also capture customers’ attention and make these efforts feel real and relatable.

A collage of some Questline Digital sustainability infographic examples.

Empower Customers With Resources

To foster support, your utility can empower customers with resources that help them participate in utility sustainability efforts. Providing educational materials about energy-saving practices, explaining renewable energy options and offering guidance on water conservation are ways to help customers feel they’re part of the sustainability journey. E-newsletters can help deliver these resources and build engagement by going beyond promotions and transactional messages.

Dedicated webpages also give customers easy access to a one-stop shop for utility sustainability information and tools. Georgia Power, for example, has an environmental stewardship webpage that includes resources for caring for the natural world, both at home and in the community. There are tips for saving energy at home, a link to enroll in paperless billing, a tool for calculating how much money and greenhouse gas emissions can be saved by switching to an electric vehicle (EV) and more.

Example from Georgia Power's customer-designated environmental stewardship webpage.

Empowering customers might also involve sharing information on rebates for energy-efficient appliances, setting up online portals for tracking personal energy usage, running community workshops on sustainable energy practices or hosting live webinars with utility experts. When customers feel they have the knowledge and tools to contribute, they’re more likely to appreciate and support the broader goals for utility sustainability.

Be Transparent

Transparency is at the heart of responsible communication. Customers value honesty, especially when it comes to utility sustainability, where “greenwashing” (the practice of making misleading claims about the environmental benefits of a product or service) has become a growing concern. Utilities that openly share their successes and challenges gain greater credibility and customer trust.

It’s important to regularly update customers on your utility’s progress toward sustainability goals. For example, PSEG releases regular reports to demonstrate its impact and continued focus on key sustainability efforts. Its most recent report gave updates on company achievements and priorities for a wide range of topics, including air emissions, energy efficiency and waste minimization.

Cover image from PSEG's 2023 Sustainability Report.

Other ideas for transparent communications include creating a dedicated webpage or a regular newsletter section that offers progress reports on specific goals, such as emission reductions or water conservation efforts. You can also share quick updates on social media of your utility’s wins.

Being transparent about achievements andchallenges shows customers your utility’s commitment to genuine sustainability rather than only presenting a positive image.

Becoming a Leader in Utility Sustainability Communication

At a time when customers are increasingly interested in environmental issues, utilities have an opportunity to position themselves as sustainability leaders. By effectively communicating utility sustainability goals, you can foster customer support and contribute to a broader cultural shift toward environmental responsibility, benefiting both your utility and the communities you serve.

The path to sustainability is a shared journey. Find out how Questline Digital’s solutions can help you engage, educate and empower customers to join you in building a more sustainable future.

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Invest in Your Utility’s Future with Engaging Communications

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.

Thumbnail image showing utility customer engagement through PSEG Long Island's Balanced Billed video.

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.

Example of outage communications utilities can use to boost customer engagement.

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.

Example of utility customer engagement with FirstEnergy's SmartVX personalized videos.

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

Utility Customer Engagement — Worth the Investment

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

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

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

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How to Create a Comprehensive Utility Marketing Strategy

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.

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.

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.

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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.

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