In today’s energy landscape, gas and electric utilities face increasing pressure to engage all customers equitably with energy efficiency programs, renewable options, and technologies like smart meters and electric vehicles (EVs). As competition grows and consumers become more environmentally conscious, it’s crucial for utility marketers to foster deeper connections with customers—ones that go beyond the transaction of monthly bills. Our Making Fierce Friends® research shows that fostering Trust, Relevance and Affection is the key to achieving these deeper, long-lasting relationships. Here’s how this research can apply directly to utility marketing.
Trust: The Foundation of Program Engagement
Trust is the bedrock of any successful relationship, especially between utilities and their customers. While customers expect their utility to provide reliable service, they also expect transparency—particularly when adopting new programs that go beyond the transactional relationship of paying for energy supplied. And for programs that require additional action or investments – like energy efficiency upgrades, leveraging alternative energy options or opting for EV charging stations. Our research revealed that brands that cultivate trust are more likely to retain customers long-term. Utilities can foster trust by:
- Being transparent: Clearly communicate how energy-saving programs like home energy audits, weatherization services, or appliance rebates work, including expected savings and any associated costs.
- Delivering on promises: Customers want to see results, whether it’s reduced energy bills or more efficient energy usage. Ensuring your programs deliver on these promises builds credibility.
- Being accessible: Ensure customer support teams are easily reachable for questions about programs like smart meters, safety, or rebates (as well as the expected customer service interactions around bill questions or working through outages). Quick responses help foster confidence and trust in your services.
When trust is nurtured, utility customers are more likely to participate in multiple programs and advocate for others to do the same.
Relevance: Aligning with Customer Needs and Values
Consumers today expect personalized solutions, and utility customers are no different. To increase participation in programs, marketers need to meet customers where they are, addressing their specific payment circumstances, energy needs, and life stages. According to our research, relevance is built when brands:
- Offer tailored solutions: This could come through as customizing communications based on household energy usage. For example, offer energy audits to high-usage customers or promote smart thermostats to those with fluctuating energy bills. Or this could play out in the form of bill pay options. Segmenting your audiences who are delinquent on payments into those who are infrequently late, or those who are in arrears for several months can help you provide bill assist options like low-income subsidies or balanced billing.
- Stay current with technology: Highlighting the benefits of cutting-edge solutions like EV chargers or smart meters can position your utility as a forward-thinking partner who is working towards a better energy future.
- Provide relevant educational content: Help customers understand how they can improve energy efficiency and reduce their carbon footprint with actionable advice—whether it’s through weatherization, upgrading appliances, or installing smart home devices.
By staying relevant and addressing customers’ evolving energy needs, utility marketers can not only boost participation in programs but also deepen customer loyalty.
Affection: Creating Emotional Bonds with Your Customers
While trust and relevance are crucial, affection—the emotional connection customers feel toward a brand—can turn one-time program participants into long-term advocates. While we rarely think about loving our gas or electric company, this is still a pertinent idea to pursue. Utilities, particularly those involved in energy efficiency or renewable energy programs, have a unique opportunity to foster an emotional connection by:
- Demonstrating empathy: Take the time to listen to customer concerns about energy costs or environmental impact. Give customers opportunities to share their thoughts both digitally, over the phone, and in person. Highlight how your programs, such as home weatherization or high-efficiency appliance rebates, can directly help them save money and contribute to sustainability.
- Supporting local initiatives: Many utility marketers already partner with community organizations. By going beyond product offerings and demonstrating a commitment to the community and safety of their customers, utilities can build stronger, more affectionate bonds with their customers.
- Showcasing your values: Customers are more likely to feel connected to brands that share their values. Highlight your utility’s commitment to clean energy, safe, reliable power and community involvement through your marketing campaigns.
Affection drives loyalty, and when customers feel emotionally connected to a utility, they are more likely to engage in additional programs, speak positively of their experiences and participate in future initiatives.
How Utility Marketers Can Start Making Fierce Friends
Building Affection, Relevance and Trust requires a holistic approach to marketing and customer experience. Here are a few steps utility marketers can take:
- Audit touchpoints: Examine every customer interaction—from your website to customer service calls to program sign-ups. Look for opportunities to demonstrate transparency, offer personalized solutions, and build trust at every step.
- Educate and engage: Offer easy-to-understand content about energy efficiency, smart meters, and bill pay programs that addresses customer concerns and highlight the personal or environmental benefits.
- Show up authentically: Whether you’re promoting a home energy audit or launching an EV charging program, make sure your brand voice is consistent and authentic, aligning with your customers’ values and expectations.
By fostering these, utility marketers can move beyond transactional relationships and cultivate lifelong customers who see their utility not just as a service provider, but as a trusted partner in their journey toward energy efficiency and sustainability.