Customer Engagement Archives - Questline Digital

How to Effectively Educate Customers about Smart Meters

Smart meters are a game-changer for both utilities and customers, enabling real-time energy monitoring, improved efficiency and faster outage detection. However, smart meter implementation often comes with challenges, including customer skepticism, misinformation and lack of awareness about benefits.

To ensure a smooth rollout and widespread adoption, utility marketers must implement a strategic smart meter communication plan to educate customers before and after installation.

Smart Meters by the Numbers

According to the most recent data, the number of smart meters in North America reached more than 146 million with a penetration rate of approximately 80%. This rate is expected to increase to more than 94% by 2029.

“With smart meter penetration reaching approximately 80%, utilities have an unprecedented opportunity to enhance grid reliability, improve outage response and provide customers with real-time energy insights,” says Blair Bryce, Marketing Manager at Smar t Works, a company that provides meter data management and analytics solutions. “Effective smart meter communication is crucial because it helps customers understand the benefits, fosters trust and empowers them to take control of their energy usage.”

This rapid expansion underscores the importance of effective smart meter education. Proactive communication strategies can help build customer trust and acceptance, ensuring the successful integration of smart meters into grid infrastructure.

Proactive Communications Before Installation

Before installation begins, utilities should launch comprehensive smart meter communications to inform customers about benefits of this important technology and address any potential concerns. These campaigns should utilize multiple communication channels, including email, social media, direct mail and community events, to ensure broad reach and engagement.

Utilities should proactively answer common customer questions, such as how smart meters impact privacy, data security and energy costs. Additionally, hearing from real customers who have benefited from smart meters can be more persuasive than corporate messaging alone. When it comes to smart meter education, sharing testimonials, case studies or video stories can help build trust and credibility.

“Proactive communication before smart meter installation is essential to ensure customers feel informed and confident about the process,” Bryce says. “By addressing potential concerns, explaining the benefits and setting clear expectations, utilities can create a smoother transition for customers.”

Proactive campaigns should communicate key smart meter benefits:

Increased billing accuracy: No more estimated bills — smart meters provide precise, real-time readings.
Energy usage insights: Customers can track their usage patterns and make informed decisions to save energy and money.
Faster outage detection and restoration: Smart meters automatically alert utilities to outages, leading to quicker response times.

For example, Duke Energy, a North Carolina-based energy holding company, created an interactive webpage with an explainer video, FAQs and customer testimonials that clarified how smart meters work and addressed common concerns. The explainer video, also available on the utility’s YouTube channel, explained how smart meters work in consumer-friendly language.

In addition to highlighting smart meter benefits, it’s also important to educate customers about the smart meter installation process. When customers understand what to expect — from the timeline to installation procedures — they are more likely to embrace the change with confidence. Avista, which provides electric and natural gas service to four Northwestern states, shared a helpful video on their website about what customers can expect from their upcoming installation and what they can do to ensure a smooth process.

Thumbnail of video about smart meter installation

Hosting informational town halls, webinars and live Q&A sessions can also be an effective way to address customer concerns in real time. New York State Electric and Gas (NYSEG) held a series of informational open houses where customers could ask questions about smart meter installations and receive direct responses from company representatives. It was also an opportunity for customers to learn about helpful resources to lower energy costs.

Not all customers have the same concerns or level of understanding about smart meters. Some may be excited about the convenience and real-time energy insights, while others may have privacy concerns or simply prefer traditional meters. For effective smart meter education, utilities should tailor messaging based on demographics, energy usage habits, customer sentiment, among other characteristics.

Tech-savvy customers might appreciate advanced data insights and app integrations.
Budget-conscious households may be more receptive to energy-saving tips and bill optimization.
Privacy-conscious customers need reassurances about data security and usage policies.

By using customer segmentation, utilities can create targeted smart meter communications that address specific concerns and motivations. Providing clear, transparent and customer-centric messaging fosters greater understanding and helps drive adoption of smart meters.

Addressing Skeptical or Hesitant Customers

Despite the benefits of smart meters, some customers remain hesitant to make the switch. Addressing customer concerns in smart meter education requires a mix of factual information, customer testimonials and third-party endorsements.

“For the majority of customers still hesitant — typically the ‘laggards’ in the adoption curve — it’s important to provide additional support, answer questions and emphasize how smart meters can improve both their convenience and cost savings,” Bryce says. “By fostering understanding and trust, utilities can help ease the transition for reluctant adopters.”

When it comes to the transition to smart meters, transparency is key. Utilities should clearly communicate how data is collected, stored and used as well as cybersecurity measures in place to protect data. Utilities should also share research from trusted sources, such as government agencies or energy experts, validating smart meter safety and efficiency.

As PSE&G neared the end of the installation phase of its Smart Meter program, there were customers who did not have a smart meter installed because of access issues, or because they had opted out of the program entirely. PSE&G targeted these two groups of customers with a letter and email campaign that encouraged them to make a smart meter installation appointment or to opt back into the program. In both instances, customers were directed to the utility’s smart meter webpage where they could learn in detail about the many smart meter benefits they were forgoing.

“In addition to encouraging these customers to take the extra step to schedule an installation appointment or reconsider their opt-out decision, we also wanted to remind customers about the positives that smart meters offer,” says Francis Sullivan, Campaign Manager for PSE&G. “All the letters and emails encouraged customers to visit our smart meter webpage that had detailed information about smart meters, what to expect from the installation process and FAQs.”

This approach encourages immediate action, demonstrating the importance of transparent and persuasive smart meter education in driving adoption. As the utility continues to replace existing electric meters with smart meters, PSE&G shares ongoing smart meter education. For example, customers can find answers to frequently asked questions and other information about smart meters in the utility’s monthly newsletter, EnergyLink.

Example of a utility webpage showing smart meter communication

Engaging Customers After Installation

The success of smart meter adoption doesn’t stop at installation — it requires ongoing education and outreach. To maximize the impact of smart meters, utilities must continue engaging with customers, ensuring they understand how to use smart meter tools, access resource and take advantage of the benefits.

“Sending follow-up communications after smart meter installation is key to helping customers fully embrace the benefits of this new technology,” Bryce says. “By sharing valuable tools like energy usage insights and personalized recommendations, utilities empower customers to make informed decisions, optimize their energy consumption and ultimately save money.”

Post-installation smart meter communications should:

Promote smart meter tools: Encourage customers to explore online tools where they can track their energy usage, set usage alerts and receive personalized energy-saving tips. Providing easy-to-follow video tutorials or FAQs can help customers navigate these digital resources.
Encourage energy-saving behaviors: Smart meters empower customers to make informed decisions about their energy use. Share tips on how to reduce consumption during peak hours and optimize home appliances.
Gather and act on customer feedback: Customer input is invaluable for refining your smart meter communication strategy. Conduct surveys or invite feedback through customer service channels to understand their experience with smart meters and identify areas for improvement.

For example, PSE&G shares smart meter education to customers post-installation. Promotions are currently focused on the utility’s MyMeterportal, which gives customers a detailed view of how they use energy. The portal also provides a number of tools and resources to help them save energy and money.

“Having a smart meter installed at a home or business is really only half the story. To get the most out of the device, our electric customers need to know about and access the MyMeter portal,” Sullivan says. “That’s why our focus for the past several months has been on educating customers about all the ways MyMeter can help them, whether it’s checking their usage patterns, setting a usage alert of even using the built-in rate comparison tool for our residential customers.”

Example of a utility smart meter dashboard

The Path Forward

Smart meters are an essential component of modern energy management, but their successful adoption depends on transparent and customer-centric smart meter education.

By proactively educating customers before installation, addressing skepticism with credible information and providing engaging tools post-installation, utility marketers can ensure a smoother transition and maximize the benefits of this advanced technology.

Ready to transform your utility’s smart meter communications? Let Questline Digital help you craft impactful campaigns that resonate with your customers.

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How to Build Strong Utility Community Engagement

Your role as a utility provider goes beyond pipes, wires, meters or bills — it’s about showing up for your community in ways that build trust. In today’s “phygital” (physical plus digital) world, this means meeting customers where they are, both online and in person.

Of course, limited budgets, time and staffing can make these efforts feel challenging. But with thoughtful strategies for utility community engagement, you can bridge the gap, strengthen relationships and show your customers that you’re invested in their lives — every step of the way.

Here’s how you can harness the power of utility community engagement to foster connection, increase satisfaction and make a lasting impact where you serve.

Use Social Media to Your Advantage

Social media is one of the most powerful tools for connecting with your community; it’s accessible, cost-effective and allows for real-time interaction. But simply being online isn’t enough. You need an approach that engages your audience consistently and meaningfully.

Be consistent: A regular posting schedule keeps your utility top of mind. Whether it’s weekly water conservation tips or updates about local events, consistency is key.
Boost interaction: Interactive content — polls, quizzes, games or infographics — can draw up to five times more views than static posts.
Highlight your community: Encourage user-generated content (UGC) from residents to share their experiences and feature them on your platforms.
Work collaboratively: Partner alongside community influencers to amplify your messaging and engage with local groups and organizations for cross-promotion.

Example of a social post that shares utility community engagement

For example, Oklahoma Electric Cooperative (OEC) shared a Facebook post spotlighting Operation Round Up®, a program allowing members to round up their monthly electric bills to support neighbors in need. While each member’s contribution may only be a few extra cents — averaging around $6 annually — this collective effort has provided significant relief to families across OEC’s seven-county service area. By highlighting the program’s impact, OEC inspires others to participate and fosters a stronger bond among its members.

Organize Low-Cost Community Events

There’s no substitute for face-to-face interaction when it comes to building trust with your customers. Community events — whether workshops, town halls or local fairs — are an opportunity to connect directly, answer questions and show that you’re listening. These moments don’t have to be extravagant or expensive; the true value comes from showing up, being present and demonstrating your commitment to serving the people you support.

Example of a digital ad that creates community engagement for a utility

Take CPS Energy as an example. It created mobile support buses that traveled into neighborhoods to ensure meaningful utility community connections. Representatives were on hand to answer questions, provide assistance and gather feedback, showing their dedication to both communication and transparency. But they didn’t stop there.

Digitally, CPS Energy complemented this “boots on the ground” initiative by partnering with Questline Digital to create a targeted email campaign. The personal value email campaign was designed to educate customers on energy use, savings opportunities and upcoming rate increases. Personalized fields in the emails displayed each customer’s monthly energy usage, explained the reasons for the rate changes and broke down how these adjustments would affect their bills.

The campaign wasn’t just informative, it was highly effective, achieving a 37% open rate and 2.5% click-through rate — more than double the industry benchmark for promotional messages. More importantly, it showed utility community members that CPS Energy was there to help, offering clear and accessible information, and not trying to hide anything about rate increases. By blending in-person initiatives and digital outreach, CPS Energy demonstrated how thoughtful engagement can strengthen relationships and leave customers feeling supported and informed.

Collaborate with Community Partners

Collaboration is a powerful way to expand your reach and resources. By partnering with schools, nonprofits and local businesses, you can deliver meaningful events and programs that benefit your utility community while maximizing efficiency.

Example of an ad for Arbor Day celebration that creates community engagement for a utility

Rochester Public Utilities (RPU) in Minnesota demonstrates the value of strategic partnerships. For 20 years, they’ve co-hosted the city’s annual Arbor Day Celebration with local organizations to educate customers about conservation and energy efficiency. They also team up with Minnesota Energy Resources for weatherization events, providing LED lightbulbs and energy-saving tips, and offer free “Saving Energy 101” workshops and energy audits to low-income customers.

Partnerships with private sector entities can also bring specialized tools and expertise, allowing you to deliver even more impactful programs. Additionally, researching grants and funding opportunities can provide extra support to grow these initiatives without straining your resources.

Implement Educational Content and Email Marketing

Your customers rely on you for guidance and clear information, especially when it comes to managing utility costs and understanding energy or water usage. Sharing helpful, relevant content — like articles, FAQs, webinars or newsletters — positions you as a reliable subject matter expert while strengthening your connection with the community.

For example, Benson, North Carolina, transitioned from a printed newsletter to a digital eNewsletter to better engage its utility community. By incorporating articles, videos and infographics from Questline Digital’s Content Catalog, Benson’s municipal utility turned its communications into a valuable resource rich with useful energy news and efficiency tips. The effort not only boosted engagement — with an impressive 52.4% open rate — but also gave insights into what customers care about most, helping them tailor future content to better meet community needs.

To achieve similar success, consider hosting webinars or virtual workshops on relevant topics and then repurposing that material across platforms to maximize its impact. Collect email sign-ups through your website, social media or events, and offer incentives like exclusive updates or newsletters to encourage participation. With the help of email automation tools, you can efficiently schedule and manage campaigns to ensure consistent communication without overburdening your team.

Focus on High-Impact Activities and Make Data-Driven Decisions

Not all utility community engagement efforts are created equal. With limited resources, utilities must be strategic about where they invest their time and energy. The goal isn’t to do everything but to do the right things that genuinely matter to your community.

Start by aligning your initiatives with your core strategic goals. What are the most pressing needs in your service area? Prioritize these focus areas and go deep rather than spreading yourself thin. Then, delegation becomes your secret weapon. Leverage volunteers, partner with interns or bring in specialized agencies to handle complex projects. This approach frees up your team to focus on broader objectives.

Most importantly, set key performance indicators (KPIs) for your engagement efforts, such as:

Participation rate: How many utility community members join engagement activities, like events, surveys or workshops?
Reach and impressions: How many interactions are your social posts getting? Is it with the right people?
Click-through rate and enrollment rates: Are customers clicking through emails to sign up for your programs and services?
Customer satisfaction scores (CSAT): How are your community members ranking their level of satisfaction with your utility?

When collecting data, be transparent about how it’s used to refine your services and address community needs. Sharing your findings and demonstrating how feedback has influenced your initiatives can build trust and encourage further engagement. Small-scale pilot programs are another effective way to innovate without overcommitting resources. Test new ideas, measure their impact and adapt based on the results.

Embrace Utility Community Engagement as a Journey

Utility community engagement is not a one-time effort but an ongoing journey. By fostering genuine connections, addressing pressing needs and continuously adapting your strategy, you can demonstrate your commitment to the people you serve.

Whether through regular social media updates, face-to-face events or tailored digital content, every effort shows your customers that they are at the core of your mission. Embrace a holistic and adaptive approach to engagement, recognizing that each interaction is an opportunity to make a difference.

Learn how a content marketing strategy from Questline Digital can position your utility as a trusted local partner in your community.

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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.

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.

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.

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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